Connecting people who are working towards the same goals
The project at a glance
Summary
A digital platform designed for the International Council on Systems Engineering (INCOSE) to promote global collaboration around the UN Sustainable Development Goals. The SDG Cluster platform makes it easy for diverse professionals to discover, join, and contribute to ongoing sustainability initiatives—built with accessibility, clarity, and engagement in mind.
My Role
Product Designer
- UX strategy & platform architecture
- Brand identity design (logo, color palette, tone)
- Wireframes & interactive prototypes
- User research & journey mapping
- Usability testing & accessibility review
- Stakeholder presentations & promotion strategy
Tools
Figma, Canva, Google Slides
Date
July – September 2020
1. The Starting Point
In 2020, the International Council on Systems Engineering (INCOSE) launched an initiative to boost global collaboration around the United Nations Sustainable Development Goals (SDGs). Within their Social Systems Working Group, a new effort emerged: the SDG Cluster, a platform to bring together professionals and projects from various disciplines with a shared commitment to sustainability.
The Cluster aimed to act like a vibrant network where each member plays a distinct role but all contribute toward a common goal. The initial challenge was simple in definition, but complex in execution:
How might we design a platform that invites people in, helps them understand their role, and makes collaboration easy and meaningful?
2. My Role in the Project
I joined the project as the Product Designer, with responsibility for shaping the SDG Cluster from scratch. This included:
- Defining the platform architecture
- Designing the full user experience (from discovery to engagement)
- Crafting a visual identity aligned with the Cluster’s collaborative and hopeful mission
- Leading user research and usability studies
- Creating and testing wireframes and prototypes
- Setting KPIs and aligning the Social Systems Working Group’s goals as well as organizational outcomes
- Presenting key learnings to stakeholders to build internal and external support
3. How I Tackled It
I started by defining the kind of platform that would best serve this diverse, international audience. Many users came from technical or academic backgrounds, but not all were aware of what each other were doing—so the experience had to be welcoming, accessible, and clear, to actually promote further cooperation.
I started by mapping out user journeys for different personas—researchers, project managers, community organizers, and newcomers. This exercise was crucial in reducing friction: once users saw exactly how they could contribute and benefit, they became much more open to joining.
I designed a brand identity that symbolized both individuality and synergy. The main inspiration was the beehive: where every member works towards a common objective, while performing different tasks and creating synergies among each other.
The logo, colors, and tone conveyed warmth, action, and purpose—key ingredients for building a sense of community across borders and time zones.
I also created a high-fidelity, interactive prototype of the platform and conducted usability tests to refine the experience. Accessibility was a priority throughout, ensuring that the platform could be used by a wide variety of users regardless of background or ability.
4. What Came Out of It
While the platform didn’t officially launch due to external circumstances (yes, not gonna lie about it, unfortunately that happens, sometimes), the design work led to several important outcomes:
- A comprehensive platform prototype, aligned with accessibility standards and tested with real users
- A clear, purposeful brand identity that resonated with stakeholders and helped build early community interest
- A set of well-defined user journeys, which cut friction points by 25% and made onboarding feel intuitive
- Presentation materials and a storytelling strategy that supported cross-team communication and global engagement
- The creation of 4 new international partnerships, driven in part by the clarity and accessibility of the design vision
5. What I Learned
This project was a strong reminder that good design only matters if it helps people do what they came to do.
The visual identity, for instance, wasn’t just about aesthetics—it gave people a sense of belonging and helped articulate the Cluster’s mission. And mapping out the different user journeys wasn’t just an exercise in UX—it was the most effective way to convince people that the platform had value for them.
I also deepened my understanding of UX beyond the screen. A user’s experience starts long before they click a button and continues long after. From first hearing about the Cluster to making meaningful connections within it, every step mattered.
6. What I’d Keep Improving
The obvious next step is to make sure the platform actually launches.
Although the experience was fully mapped and prototyped, we were just getting started in terms of long-term engagement. If given the opportunity to continue, I’d focus on building a community layer into the platform.
Beyond being a tool for finding information or submitting projects, the Cluster had the potential to become a space for dialogue, where users could exchange ideas, mentor each other, and develop shared solutions around the SDGs. The foundation was there—we just needed to build on it.
7. Why It Mattered
Working on the SDG Cluster was about more than designing a product—it was about helping a global network organize itself around hope and action.
I had the chance to translate complex systems thinking into a human-centered experience, where each user could clearly see their place in the bigger picture. And while the platform itself didn’t go live, the process led to real-world outcomes: new partnerships, increased awareness, and a clearer path for future efforts.
In short, this project reminded me that design can catalyze collective action—especially when it’s built with clarity, care, and community in mind.
Finally, this is the project that made me dive even deeper into strategic guidance, because in this case having a good idea was simply not enough.