About / Approach (Research / Design / Outreach) / Results / Closing Thoughts

About

The Waterloo Warriors SERVE Volleyball Club is a student-run community of volleyball enthusiasts who run drop-in sessions, tournaments, socials and clinics throughout the school terms year-round. The club is officially affiliated with the University of Waterloo’s Athletics and Recreation department.

As an executive (General Exec - Sep. 2022 - Dec. 2022, Promo Lead - Jan. 2023 - Aug. 2023), I led all external facing initiatives to support the goal of growing the club’s presence on campus to spread the joys of volleyball to the student community at the University of Waterloo.

My work with SERVE included but is not limited to:

• Graphic Design

• Campaign Creation

• Concept Development

• Content Direction

• Digital Design

• Video Editing

Approach

To ensure effectiveness in SERVE’s campaigns and external facing communications, a user-centric approach was employed. This approach was naturally split into (1) research, (2) design, and (3) outreach where the research conducted informed the design and outreach choices that were made

Research

The research was segmented into (1) motive and (2) reach. The goal was to get a holistic understanding of SERVE’s audience—the University of Waterloo (UW) student community—from their intrinsic motivations regarding participation in student clubs to how to best reach them.

<aside> ⚙️ Methodology: Informal user interviews were conducted with members of the UW community. All 6 faculties and both undergraduate & masters students were represented.

</aside>

The key findings are summarized in the table below.

Motive

• People join clubs to meet new people & make friends
• People are initially hesitant to join a club where they do not know anyone
  • The most people get involved with club through friends

Reach

• People do not use Facebook anymore to stay up to date with university events
  • Instagram and Discord are much more popular
• People spend a significant amount of time observing short-form video content

Design

From the key findings behind the motive of UW students, one guiding principle was applied to the design of all SERVE’s external facing initiatives.

<aside> 💡 Showcase the club as an approachable, warm, and friendly community!

</aside>

This resulted in core changes to SERVE’s graphic design and content direction.

Graphic Design