Traditional PDF-based annual reports failed to engage the audience, resulting in low retention of key data and limited interaction with the content. The challenge was to create a web-based, interactive experience that transformed dense data into an engaging, visually rich, and accessible story.

• Turn static content into an interactive, scroll-driven experience.
  

• Increase user engagement and exploration time.
  

• Ensure key data points are memorable and easy to navigate.
  

• Maintain full accessibility compliance (WCAG standards).

• Conducted stakeholder interviews to identify key stories and metrics to highlight.
  

• Led user research to determine preferred ways of consuming annual report data.
  

• Designed wireframes for interactive sections, clickable infographics, and animations.
  

• Created content strategies that balanced storytelling with data visualization.

• Oversaw usability testing to ensure intuitive navigation and accessibility.

• Research

  • Interviewed 5 audience members to understand how they engaged with annual reports.

  • Reviewed analytics from previous years’ reports to find drop-off points.

  • Analyzed interactive report examples from other organizations for inspiration.

• Define

  • Identified key narrative themes and top-priority metrics for inclusion.

  • Created user personas for the report’s primary audience segments.

• Ideate

  • Developed concepts for interactive charts, scroll-triggered animations, and embedded video.

  • Created mood boards to define the visual tone and align with brand identity.

• Prototype

  • Designed low-fidelity wireframes for content flow and navigation.

  • Built high-fidelity prototypes incorporating animations and clickable infographics.

• Test

  • Conducted usability testing with target audience members.

  • Adjusted interactive elements to improve clarity and reduce unnecessary complexity.

• Deliver

  • Provided final annotated wireframes and accessibility guidelines.

• Collaborated with developers to ensure smooth animation performance across devices.

• Users preferred concise visual summaries over long paragraphs of text.
  

• Clear, section-based navigation allowed users to jump directly to areas of interest.
  

• Accessibility testing ensured the experience worked for all users, including those with assistive technologies.

• 25% increase in user engagement time compared to the previous year’s static report.
  

• 15% higher completion rate for viewing the entire report.
  

• Positive feedback on clarity, interactivity, and shareability of the content.

This project reinforced the value of storytelling as a UX skill, showing how framing data as a narrative with interactive elements can dramatically improve engagement and retention.