Swell
Ever noticed how water is constantly associated with feeling better?
SWELL is an iOS app designed to empower individuals to enhance their well-being and cultivate a deeper connection with water. By integrating mindfulness practices, gamified ocean education, and community features, SWELL helps users bring the calming power of the ocean into their daily lives, reframing the ocean as essential to both personal health and environmental stewardship.
Client
UNESCO x Ocean Decade Challenge 10 Brief
Timeline
10 weeks (2024)
Type of Work
Communication Strategy & Behaviour change
Industry
Wellness & Ocean Conservation
Core Competencies
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Market Research & Data Analysis
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Design Research
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Behaviour Change Theories
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Brand Value & Architecture
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Product Strategy
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Go to market Strategy
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Copy Writing
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Product Roadmap & Growth Strategy
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Partnership Strategy
Introduction
The ocean is fundamental to life on Earth, yet it remains undervalued and overlooked in global discourse. Despite its critical role in regulating climate, supporting biodiversity, and sustaining economies, public perception often disconnects the ocean from daily life. This widespread misconception has led to a lack of urgency in ocean conservation, minimal integration into education systems, and limited public engagement in ocean-related issues.
This project was initiated as part of UN Ocean Decade Challenge 10: "Transforming Humanity’s Relationship with the Ocean," under UAL’s MA Collaborative Unit, with mentorship from UNESCO-IOC, UN Ocean Decade, The Ocean Agency, and Woods Hole Oceanographic Institution.
Developed by a six-member design team, the concept was recognised as one of eight winning strategies by the UN Ocean Decade Challenge 10.
The brief focused on addressing the undervaluation of the ocean and its critical role in socio-cultural, economic, and ecological systems. The objective was to develop an engaging communication strategy that shifts public perception, emphasizing the ocean’s essential contribution to global well-being and sustainable development.
Project Brief
Methodology: The research framework for this project was meticulously designed using the Design Council’s Double Diamond model, enabling a structured and iterative process to uncover, define, and develop meaningful insights.
Secondary Research
Secondary research explored global perceptions, cultural symbolism, and communication strategies surrounding the ocean, uncovering both universal and context-specific values. It highlighted shared emotional connections across cultures but revealed a significant disconnect among urban Gen Z, particularly in cities like London, where the ocean is seen as distant and abstract. This disconnect is amplified by climate anxiety and limited access to blue spaces. Research showed that young people often feel powerless about environmental issues and lack the tools to understand their relationship with nature. These insights shaped the project strategy, focusing on repositioning the ocean as essential to both personal well-being and environmental advocacy.
A literature review focused on themes such as accessibility, the one-ocean approach, and ocean mythologies. Research on accessibility examined barriers to ocean engagement, while the one-ocean approach emphasized the link between human actions and marine ecosystems. Mythologies provided a cultural context for understanding ocean perceptions. These findings, combined with trends in personalized marketing and ocean storytelling, informed the primary research survey and guided the project’s direction.
Primary Research
To validate these themes, a global survey was conducted with over 136 responses from 21 countries. The survey explored participants’ relationships with the ocean, uncovering insights into:
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Accessibility
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Health
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Lifestyle Associations
While many respondents expressed a strong emotional connection to the ocean, barriers such as cost and transportation were identified as significant obstacles limiting its integration into daily life.
Affinity mapping identified key themes and blind spots, synthesising diverse perspectives and uncovering patterns in ocean perceptions
Key Themes:
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Accessibility: Making the ocean part of daily routines.
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Barriers: Factors preventing ocean engagement.
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Awareness Gaps: Limited understanding of the ocean’s importance.
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Ocean Associations: Both positive and negative perceptions.
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Relevance: The ocean’s role in daily life.
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Theoretical Foundation
Built on the ecological principles of Active Hope, which emphasises the interconnectedness of humans and the Earth, and inspired by Dr. Wallace J. Nichols' Blue Mind Theory, which explores the calming effects of water on well-being, the approach emphasised the deep interconnection between humans and the ocean while fostering community well-being.
To drive behaviour change, the COM-B Model, focusing on capabilities, opportunities, and motivations for change, was applied alongside Unilever’s 5 Levers for Change to ensure sustainable impact. Together, these frameworks formed the foundation that directly shaped the project's strategy and impact, nurturing personal well-being while promoting environmental awareness
Opportunity
Drawing on insights that Gen Z relies heavily on mobile technology and seeks greater access to nature, particularly the ocean, which is perceived as separate from daily life, along with their climate anxiety and preference for digital self-improvement tools, a unique opportunity was identified between wellness apps and ocean conservation tools.
By merging ocean connection with personal well-being, the project reframes the ocean as essential to human health and environmental stewardship, fostering a deeper connection between users and the planet. An engaging, mobile-first solution was developed, integrating gamification principles to cater to Gen Z's desire for goal-driven, rewarding experiences.
App Name: Swell
Value Proposition
Human well-being is intricately linked to ocean health. By inspiring individuals to incorporate the ocean into their daily lives, we cultivate a deep appreciation for this vital resource, enhancing personal well-being and broadening understanding of the ocean's essential role in sustaining planetary health.
Features
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Daily Mindfulness Practices
Guided exercises inspired by the ocean’s calming essence to reduce stress and enhance mental clarity. -
Community Engagement
A space for users to share experiences, challenges, and collective ocean-positive actions. -
Gamified Ocean Education
Interactive learning modules and an avatar system that evolves based on user progress and engagement. -
Personalised Well-being Journeys
Customisable content tailored to individual preferences, encouraging sustainable habits and ocean advocacy.
Unique Positioning
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Our Health = Ocean Health
Harnessing the power of "Blue Mind" to promote mental well-being while advocating for ocean conservation. -
Fostering Community
Building a supportive network united by a shared passion for sustainability, mindfulness, and environmental stewardship. -
Help Yourself and the Ocean, Too
A holistic platform that makes self-care and ocean advocacy accessible, engaging, and impactful.
App Walk-through
How it works
Personalised On-boarding
Ocean Education & Tasks
Personalised Avatar and Habit Tracker
Product Roadmap & Partnerships
To support this roadmap and scale SWELL’s impact, a partnership strategy was developed that focused on collaborating with organisations at the intersection of well-being, environmental sustainability, and digital engagement.
Partnership Focus:
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Conservation & Advocacy
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Health & Wellness
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Tech & Innovation
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Media & Entertainment
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Hospitality & Retail
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Community & Education
Impact
The health of the ocean is directly linked to human well-being. By shifting perspectives and embedding ocean-conscious habits into daily life, SWELL when developed with subject matter experts has the potential to fosters a generation that values, protects, and engages with the ocean—not just as a distant entity, but as an essential part of their lives.
Role in Project
This project, completed as part of my Master's course, was a collaborative effort within a six-member team where I held the role of Director of Brand Strategy.
In this capacity, I led the development of the research strategy and roadmap, conducted both primary and secondary research, and crafted compelling brand messaging, copy and the formulation of marketing and partnership strategies.
For further insights, individual team members can be contacted.
