Responses by Ian Mackenzie, executive creative director, FCB/SIX
Background: In partnership with PFLAG Canada, Destination Pride is a data-driven search platform designed to help LGBTQ+ travelers get a snapshot of global equality laws and sentiment. It was built from the observation that because those laws vary so widely across countries and even cities, travel for this community can be complicated.
Highlights: The Pride flag bar graph visualization. It takes the six bars of the Pride flag and rebuilds them as a bar graph of six measures of acceptance. The Pride flag is iconic and we hope the Destination Pride flags build on its iconography in a way that’s striking and informative. The site also features forums to comment on, which means users can share their ideas, insights, information and experiences about a destination right there on the page.
Challenges: The numerical score for each destination. In creating the algorithm and balancing the data, we discovered that even though some places are further along in their journey of acceptance, they might still have policies that are discriminatory. We wanted the scores to feel right for users who are coming with pre-conceived ideas about acceptance, but also provide transparent rationale when the data challenges those assumptions.
Navigational structure: For starters, we just wanted people to use the platform to search, so our enabling search behavior was our primary navigational concern. We made the search bar persistent across the experience, and built it with Google Autocomplete to make sure the search cues are snappy and thorough. And at the results page level, we have a map that’s built to accommodate more data down the line.
Time constraints: Because of the complexity of the project, we created three working prototypes before our official site launch. Our hope is that it helped us get stuff more right than if we’d tried to get a full live version in the first pass. Project start to launch day was a little over a year, which is a relatively long development time for an ad agency project.
Technical features: We’re working with an analytics platform called Netbase to measure social sentiment for online LGBTQ+ discussion around the world, and the data is shown on the purple bar of the graph. We’ve integrated social listening into our creative idea, by using it to influence both a destination’s score and the way the flag looks.