Bullying Canada


A non-profit organization that helps teens resolve bullying situations by directly facilitating communication between bullied kids, their tormentors, parents, teachers, school boards, social services, and police.

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User Persona
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User Journey Map
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High School can be tough for most teenagers, and since its launch in 2006, Bullying Canada's mission has been to help teens cope with bullying and be able to share their experience with a trusted person. To achieve this, Bullying Canada offers immediate, compassionate action to support bullied youth, a variety of programs and services to combat bullying nationwide.

With a tech-forward mindset, the organization needs to strategically pivot their product and align the web experience for their customers.

After conducting a series of surveys and interviews, we organized the outcome of our findings into creating a User Person. Who is a 16 year old teenager, suffering from bullying, who is not very socially active and enjoys to speak his leisure time along - reading books and playing games. He feels intimidated by the popular kids at school and is looking for ways to deal with this situation without having to report those kids to his parents or teachers.

Based on persona that we have developed, the next step was to create a User Journey Map to demonstrate how users can take advantage of the Bullying Canada services and programs by showcasing a potential scenario. In this demonstrated case, our User Persona - Tyler - is on his way home when he gets followed and starts getting attacked by his bullies. Lost for words and inability to make the right call, he manages to run away from them and starts googling potential resolutions to his problem. He comes across Bullying Canada website and calls their direct line. The professional on the other end of the line is able to calm our user down while he is on his way home.

One of the main feedbacks that we have received during our interviews is the fact that the website is lacking a Live Chat. For teenagers, who are much more accustomed to texting than calling, that would be a great addition to gain their interest and trust. So we decided to add a Live Chat button at the bottom of the screen (on both mobile and desktop versions) to speed up and simplify the connection between the user and the front line staff.

One of the main common comments that we have received is a lack of imagery and too much throughout the website. Teens would much rather look through images that tell a compelling story than read through an abundance of text. So we figured adding more images along with a mix of some bright colours would also grab our users' attentions, while at the same time keeping the resource library section for those interested in learning more.

Lastly, we were trying to figure out a way to make the website more engaging and interactive. We started with gathering ideas on what teenagers would find interesting and came to a conclusion that we would have a better return rate of our users if we were to share knowledge via fictional characters by creating Stories as well as Games. Instead of just reading information - we thought teens would find it more relevant and beneficial to read a story of someone else who is in their shoes to see how they coped with it. Same concept goes for the games - to select a character of their choice and have them overcome certain obstacles in the game - to demonstrate the correct way of dealing with bullies.