Challenge: Environmental Defense Fund needed to elevate awareness of combustion turbines' environmental and health impacts while providing policymakers and scientists with granular data for decision-making. The audience spectrum was vast—from community members discovering the issue to researchers analyzing plant-level emissions data.
Strategic Approach: Rather than creating separate experiences for different audiences, we proposed a unified platform with adaptive depth. This would allow EDF to maximize impact with a single, maintainable resource while serving diverse advocacy needs.
Solution: I led the UX/UI design for a dual-mode microsite that balances guided storytelling with self-directed exploration. A scrollytelling narrative introduces the air pollution issue through editorial content and integrated Mapbox visualizations that reveal geographic patterns as users progress. Users can then transition to a fully interactive map for deeper analysis at state, district, and plant levels—with filtering, hierarchical navigation, and tooltip previews—empowering both grassroots advocates and policy experts with the same tool. Users can move fluidly between guided and self-directed modes throughout the experience.
Impact: The adaptive architecture allowed EDF to reach multiple audiences simultaneously, turning complex environmental data into both an educational tool and a research resource. By meeting users at their knowledge level and allowing them to go as deep as needed, the platform supported EDF's mission to make environmental advocacy both accessible and evidence-based.
Role: Senior Art Director - UX/UI Design, Information Architecture, Data Visualization Strategy
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