CONTENT DESIGN, UX WRITING & DESIGN
Landing Page Prototype:
UX-focused Content Design
This project for which I submitted a bid, involved designing a landing page for C40’s campaign to transition away from fossil fuels, targeting government decision-makers at various levels. The requirements for the prototype were:
+ clearly communicate the urgency of reducing reliance on coal, gas, and oil.
+ showcasing successful clean energy initiatives and solutions led by mayors worldwide.
The brief required compelling content, visuals, and data to engage stakeholders, drive action, and measure impact through audience engagement and policy commitments.
overview
the project
The challenge
The challenge was that, despite the urgent need to transition away from fossil fuels, many government decision-makers still lack a clear vision of what a fossil fuel-free future looks like. The world remains heavily reliant on coal, gas, and oil, contributing to the climate crisis, air and water pollution, and health risks. To drive meaningful action, the landing page had to effectively communicate why the phasing out of fossil fuels are necessary, and highlight successful clean energy initiatives as templates or role models. This would then inspire action at government level to invest in renewable solutions.
the research
UNDERSTANDING THE PROBLEM & CONTEXT + I reviewed C40’s existing research and reports on fossil fuel dependency and climate action. + I analysed the Paris Agreement targets and the urgency of transitioning to clean energy, identifying key challenges in communicating the need for fossil fuel phase-out. DEFINING THE AUDIENCE + My research identified government decision-makers at local, sub-national, and national levels. + I researched how policymakers consume information, including trusted sources, media habits, and preferred content formats. + Then I built an understanding of what motivates them to take action and the barriers they face in implementing fossil fuel reduction policies. GATHERING REAL-WORLD EXAMPLES - I identified cities that have successfully implemented fossil fuel reduction strategies and exceeded Paris Agreement targets to highlight best practices, policies, and initiatives that can serve as replicable models. + I sourced quantitative data and impact metrics to support these success stories. ENGAGEMENT & PROMOTION + I identified key channels (social media, policy briefings, direct outreach) to drive traffic to the page, and considered partnerships with relevant organisations to amplify reach.
DESIGN
CONTENT & MESSAGING + I developed clear, compelling messaging aligned with C40’s advocacy and the Paris Agreement. + Storytelling and real-world examples were instrumental in making the transition to renewable energy tangible. + I broke down critical milestones and commitments into digestible, action-driven content that made it easy for policymakers to action. VISUAL & INTERACTIVE DESIGN + The landing page featured an engaging video at the top to immerse visitors in a fossil fuel-free future. + The design included an interactive roadmap to guide users through key transition phases. USER EXPERIENCE & ACCESSIBILITY + The design had an intuitive layout with a clear hierarchy of information to also ensure compliance with WCAG 2.1 for accessibility. + Call to Action (pledge sign-up, custom city roadmap, advocacy tools) were integral to simplify action. 4. **SEO & Discoverability** - Optimize content with targeted keywords like “100% renewable cities” and “fossil fuel-free future.” - Implement on-page SEO best practices (structured headings, meta descriptions, alt text). - Leverage off-page SEO through strategic partnerships and media outreach. 5. **Promotion & Engagement Strategy** - Use targeted LinkedIn and X campaigns to reach policymakers and sustainability leaders. - Implement AI-powered shareable content for users to amplify the message. - Plan personalized email outreach to city officials and relevant stakeholders. MEASUREMENT & ITERATION + I proposed tracking engagement through analytics (time on page, click-through rates, conversions). + I proposed measuring impact by monitoring policy commitments and pledges from decision-makers. + My project process would use feedback loops and A/B testing to refine content and improve effectiveness.
outcome & lessons learned
OUTCOME The landing page is meant to effectively engaged government decision-makers, clearly communicating the urgency of fossil fuel phase-out and showcasing successful clean energy initiatives. Through compelling storytelling, interactive elements, and a strong call to action, the page would drive policy commitments, inspire municipal action, and encourage broader collaboration among stakeholders. REFLECTIONS ON FEEDBACK & IMPROVEMENTS I did not succeed in my bid for the project. Feedback from C40 highlighted that I use strong strategic thinking, originality, and a user-focused approach, reinforcing the effectiveness of my process. But I needed tighter scope management to align with the brief constraints, ensuring clarity and practicality in execution. Moving forward, I will refine my ability to balance innovation with simplicity, ensuring that proposed solutions remain actionable within given constraints.
Gallery