Client
Royal Flying Doctors
Agency
Home Made
Client Brief
Design an app for The Royal Flying Doctors “Cloud Climb” charity activity.
My Role
Creative Direction
Design Direction
Design
UX Design
UI Design
Illustration
My Creative Solution
As the sole designer on the project, working to a broad brief and tight deadline, I made the strategic choice to move straight into high-fidelity UX/UI design.
I adopted the clean, flat aesthetic popular in fitness apps at the time, then layered in a distinctive visual language inspired by aircraft cockpit dials and controls, a nod to the Royal Flying Doctor Service.
This aviation detail gave the interface both personality and purpose, helping the charity’s story stand out in a crowded space.
Walking In The Clouds
I created a star climb altimeter to indicate how high users would have ascended if they were walking among the clouds.
HEIGHT 0 ft
Badges & Rewards
Incentives to encourage activity and motivate fundraisers were integrated into the app, including both tangible real-world and digital rewards. The creative approach leveraged reaching great heights, focusing on iconic and seemingly insurmountable landmarks.
Fundraising
Focused on awareness and easy sharing to maximise donations. The app streamlined the process and introduced milestone-based rewards, boosting motivation and engagement.
Sign Up Journey
Designed to minimise dev effort by leveraging native features. Each step stayed above the fold for a fast, scroll-free flow. Guerrilla street testing validated the design and surfaced quick UX wins.
