Valentin Loschinin

API for the World Wildlife Fund
for Nature

Creative concept

A one week project for the WWF that helped to attract more donors by creating an API and transforming themselves into a more transparent organization.

World Wildlife Fund's API
World Wildlife Fund's API
My Role

Interactive Art Director


Hyper Island, Stockholm



Release date

August 2014


There are a lot of organizations fighting for the same money in the same cluttered market space. Donors are becoming more short sighted and are expressing an increasing need to see results.

The question was — how can the WWF increase loyalty and the amount of donations by creating new fundraising solutions that engage people in the stories of endangered wildlife?


Our team was following the Design Thinking Process popularized by IDEO. More precisely we used “How Might We” questions based on discovered insights and the “Double Diamond” method to generate ideas and develop concepts.

We were wondering what parameters keep people from donating money. We found that for people to become loyal donors they need to feel that their money actually makes a difference. They need transparency. They need to feel empowered.

User research User research User research

HMW questions were based on insights that we got from research.

We believed that it would be useful for the WWF to transform into a more accessible organization. So, we asked ourselves, how might we help the WWF do this?


We suggested that the WWF open up and make their data accessible. We recommended they share data that is interesting, useful and inspiring for anyone that is interested in saving our planet. We saw that the most efficient way to do this was to create an open API.

The API could be used for making games, presentations, for storytelling or motivating donors by giving more transparency into what the WWF was doing on a daily basis. If the donor itself had the information in their hands loyalty and a feeling of belonging would be created.

Role play: API Role play: developer

The API sends data from the WWF to a developer. The developer recieves the data and then displays it in his app

For example, a curious student of global politics could take the WWF’s facts about deforestation in the Congo and compare it to the country’s economical statistics from Gapminder to get a better overview of what solutions might work in the future. Someone could also use the API to make an app that shows projects on a google-map that a person can choose to donate to. It is also possible to transform the data into a game that is about saving, for example, the tigers. All of the developers and creatives have the freedom to make amazing things with this data.

Team Dynamics

The team, consisted of students from different programs at Hyper Island including: Mobile and Motion Creatives, Digital Data Strategist, Digital Media Creative. I came from the Interactive Art Director program.

Creative team

In order to create a strong foundation we started off by sharing our expectations, fears and personal goals. Our manifesto included: empathy, honesty, trust, awareness of the process, challenge, active listening, kindness and mindfulness. Also we needed to clarify the project’s goal and then debrief, so everyone had the same unredstanding of what we were being asked for. Then we were ready to move towards the ideation process.

During the idea generation process, instead of saying “no” or “but” we practiced using “yes and” to build upon each other’s ideas. A three-step method of constructive critique helped us to criticise ideas nonviolently: I see…, I have an issue..., I propose…

At the end of the project we held a reflection session and gave feedback to each other. We shared what we had (have) learned and how we would apply that knowledge in the future.

This project has inspired me to get involved with projects with social impact.