Responses by Julien Jean, creative director, digital experience; and Arthur Rollet, strategist, lg2.
Background: “The purpose of Bin It is to demystify how the recycling of domestic waste works in Québec, and what needs to be done to transform it into a real, circular economy,” says Arthur Rollet. “This is accomplished through a web series, statistics and recommendations, as well as quizzes and interactive tools.”
Larger picture: “The site is the first launch and centerpiece of a B2B campaign from nonprofit organization Éco-Entreprise Québec that targets the 3,400 companies putting containers and packaging into the Québec market,” says Rollet. “The campaign is amplified through digital and social ads, content initiatives and web events. But it will also be used in a second flight to reach ecoconscious citizens as well as teachers and students.”
Design core: “With its simple and playful design, the site leaves plenty of room for rich and varied content,” says Rollet. “From a dynamic and engaging web series to fun quizzes and practical tools, each piece of content responds to one another and complements each other in order to offer users an enriching experience throughout their visit. The idea of the website’s navigation loop draws from the principle of a circular economy, which drives all of Éco-Entreprise Québec’s intentions as well as the entire Bin It concept.”
Challenges: “To create the website, we worked on a detailed prototype with the Protopie software to allow clients to fully understand the concept and show them our intentions for interactions and animations before we designed them,” says Julien Jean. “Once approved, the creation process took place in a very short period of time, forcing our team to reuse modules from one page to the next—and thus keep the same content structure across the platform’s three sites. To build a fluid experience on the website, we used this constraint, enabling us to tell the same story through three different points of view and respect the principle of the loop.”
Navigation: “The circular economy was the real starting point of the website’s navigation,” says Jean. “In order to respect the loop’s principle, each site follows another in a fluid, horizontal manner so that the transition feels automatic. Therefore, visitors are guided step by step through their experiences. The static navigation on the platform side also supports the visitor, who knows at all times in which section of the website they are.”