FOR US
For Us is a new Instagram feed concept designed to help young supporters move from online activism to real-world action through local, low-friction opportunities.
Overview
I was presented with the challenge of helping young supporters move from online activism to real-world action. Through interviews, I identified the Grounded Changemakers. They care about social and environmental causes but have low mental energy to research actions, check trust, download new apps or go through onboarding. Research showed that they discover causes naturally on Instagram. Creating a new app would increase cognitive friction, which is their main barrier. So instead of moving the user to action, I moved action to the user. For Us is a new feed inside Instagram that shows nearby social actions with clear information about effort, time, distance and recurrence. It removes extra steps and uses familiar patterns to make participation easier. The action can be demanding. The path to it cannot be. It benefits users with clarity and low effort, creators with more reach, and Instagram with a more defined audience and more valuable ads.
The Right Action Initiative
The client is a non-profit organization focused on civil rights and environmental advocacy. They have many young supporters who care deeply about social issues but feel overwhelmed, tired or stuck because of constant news and too many problems to follow.
The Problem
Young supporters care about social issues, but have limited time and low mental energy.
The Desired Solution
They aim to develop a tool or feature that helps users see what they can do right now with minimal effort.
The Goal
The company wants its young supporters to move from online activism to real, local action.
Operational Context
The organization is non-profit and depends on donations and grants.