SHiFT.how
SAP x Emily Penn
Helping people find their role in tackling ocean plastic — one digital card at a time.
Helping people find their role in tackling ocean plastic — one digital card at a time.
TL;DR? See how the SHiFT Platform helps turn intention into action, and action into impact.
TL;DR? See how the SHiFT Platform helps turn intention into action, and action into impact.
Design Direction | Digital Design | UX | Motion
Design Direction | Digital Design | UX | Motion
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01
The Challenge
Scaling a mindset, not just a method.
Scaling a mindset, not just a method.
Scaling a mindset, not just a method.
Emily Penn’s SHiFT Method was powerful but personal — a hands-on workshop built on post-it notes, storytelling, and a shared sense of purpose. It worked beautifully in small groups, but to reach the world, she needed a digital platform that could replicate that spark online.
The task: translate a tactile, emotional experience into a scalable, interactive one — without losing the warmth and human connection that made it special.
Bringing human connection online
Recreate the intimacy of a workshop in a digital space
Bringing human connection online
Recreate the intimacy of a workshop in a digital space
Bringing human connection online
Recreate the intimacy of a workshop in a digital space
Built for everyone, everywhere
Make it accessible globally, across languages and audiences
Built for everyone, everywhere
Make it accessible globally, across languages and audiences
Built for everyone, everywhere
Make it accessible globally, across languages and audiences
Designed to scale with the tide
Build a platform flexible enough to grow with hundreds of evolving “solutions”
Designed to scale with the tide
Build a platform flexible enough to grow with hundreds of evolving “solutions”
Designed to scale with the tide
Build a platform flexible enough to grow with hundreds of evolving “solutions”
Where facts meet feeling
Balance science, storytelling, and emotional engagement
Where facts meet feeling
Balance science, storytelling, and emotional engagement
Where facts meet feeling
Balance science, storytelling, and emotional engagement
02
The Solution
From post-it notes to pixels.
From post-it notes to pixels.
From post-it notes to pixels.
Working hand-in-hand with Emily, we transformed her physical SHiFT workshops into a seamless digital experience. The idea: a sea of solutions — a constantly expanding collection of interactive cards that let users navigate from sea to source, filtering by how, where, and what kind of shift they wanted to make.
Working hand-in-hand with Emily, we transformed her physical SHiFT workshops into a seamless digital experience. The idea: a sea of solutions — a constantly expanding collection of interactive cards that let users navigate from sea to source, filtering by how, where, and what kind of shift they wanted to make.
Working hand-in-hand with Emily, we transformed her physical SHiFT workshops into a seamless digital experience. The idea: a sea of solutions — a constantly expanding collection of interactive cards that let users navigate from sea to source, filtering by how, where, and what kind of shift they wanted to make.
Each card was crafted to feel personal, practical, and empowering — designed to meet users where they are, whether swapping a single habit or rethinking an entire business model. Below is our initial proposal for the anatomy of a solution card.
Each card was crafted to feel personal, practical, and empowering — designed to meet users where they are, whether swapping a single habit or rethinking an entire business model. Below is our initial proposal for the anatomy of a solution card.
Each card was crafted to feel personal, practical, and empowering — designed to meet users where they are, whether swapping a single habit or rethinking an entire business model. Below is our initial proposal for the anatomy of a solution card.
To make the platform truly scalable, we built a simple CMS for Emily and her team, enabling them to create, edit, and publish new solution cards on the fly. We also designed a “Submit a Solution” form, allowing users to propose their own ideas — turning the platform into a living, collaborative ecosystem.
To make the platform truly scalable, we built a simple CMS for Emily and her team, enabling them to create, edit, and publish new solution cards on the fly. We also designed a “Submit a Solution” form, allowing users to propose their own ideas — turning the platform into a living, collaborative ecosystem.
To make the platform truly scalable, we built a simple CMS for Emily and her team, enabling them to create, edit, and publish new solution cards on the fly. We also designed a “Submit a Solution” form, allowing users to propose their own ideas — turning the platform into a living, collaborative ecosystem.
Breaking the Surface
Breaking the Surface
Breaking the Surface
To keep the sea of solutions feeling alive — not like an endless scroll — we broke things up with bite-sized ocean facts and the occasional ‘Submit a Solution’ card floating through the feed.
The facts add texture, perspective, and those little “wow” moments that remind users why the ocean matters. The ‘Submit a Solution’ card invites them to go from curious browser to active contributor — helping Emily and her team grow the platform one ripple at a time.
Every element, from content pacing to card hierarchy, was designed to feel exploratory and human — more discovery dive than data dump.
To keep the sea of solutions feeling alive — not like an endless scroll — we broke things up with bite-sized ocean facts and the occasional ‘Submit a Solution’ card floating through the feed.
The facts add texture, perspective, and those little “wow” moments that remind users why the ocean matters. The ‘Submit a Solution’ card invites them to go from curious browser to active contributor — helping Emily and her team grow the platform one ripple at a time.
Every element, from content pacing to card hierarchy, was designed to feel exploratory and human — more discovery dive than data dump.
To keep the sea of solutions feeling alive — not like an endless scroll — we broke things up with bite-sized ocean facts and the occasional ‘Submit a Solution’ card floating through the feed.
The facts add texture, perspective, and those little “wow” moments that remind users why the ocean matters. The ‘Submit a Solution’ card invites them to go from curious browser to active contributor — helping Emily and her team grow the platform one ripple at a time.
Every element, from content pacing to card hierarchy, was designed to feel exploratory and human — more discovery dive than data dump.
Tiny motions. Big emotions.
Tiny motions. Big emotions.
Tiny motions. Big emotions.
We wanted the SHiFT Platform to feel alive — not just another website full of buttons and boxes. So we designed a set of microanimations that made every interaction feel a little more human. Cards hovered and expanded with a gentle ease, filters flowed open like waves, and calls-to-action had just the right amount of movement to invite curiosity without demanding it.
And because SHiFT is all about spreading ideas that spark action, we made it super easy for users to share any solution directly to their socials. A single click, and inspiration could ripple out across the web, from one changemaker to the next.
These small details added up to something bigger: a smoother, more joyful experience that encouraged exploration and amplified SHiFT’s mission.
We wanted the SHiFT Platform to feel alive — not just another website full of buttons and boxes. So we designed a set of microanimations that made every interaction feel a little more human. Cards hovered and expanded with a gentle ease, filters flowed open like waves, and calls-to-action had just the right amount of movement to invite curiosity without demanding it.
And because SHiFT is all about spreading ideas that spark action, we made it super easy for users to share any solution directly to their socials. A single click, and inspiration could ripple out across the web, from one changemaker to the next.
These small details added up to something bigger: a smoother, more joyful experience that encouraged exploration and amplified SHiFT’s mission.
We wanted the SHiFT Platform to feel alive — not just another website full of buttons and boxes. So we designed a set of microanimations that made every interaction feel a little more human. Cards hovered and expanded with a gentle ease, filters flowed open like waves, and calls-to-action had just the right amount of movement to invite curiosity without demanding it.
And because SHiFT is all about spreading ideas that spark action, we made it super easy for users to share any solution directly to their socials. A single click, and inspiration could ripple out across the web, from one changemaker to the next.
These small details added up to something bigger: a smoother, more joyful experience that encouraged exploration and amplified SHiFT’s mission.
Before launch, we ran user testing with real participants via UserBrain, tasking them to find and act on specific types of solutions. The feedback validated the UX flow and helped us refine microinteractions, filters, and card hierarchy to ensure the experience felt intuitive and frictionless.
Powered by SAP’s Experience Management technology Qualtrics, the result was an elegant, purpose-built digital tool that brings clarity, collaboration, and action to one of the planet’s biggest challenges.
Before launch, we ran user testing with real participants via UserBrain, tasking them to find and act on specific types of solutions. The feedback validated the UX flow and helped us refine microinteractions, filters, and card hierarchy to ensure the experience felt intuitive and frictionless.
Powered by SAP’s Experience Management technology Qualtrics, the result was an elegant, purpose-built digital tool that brings clarity, collaboration, and action to one of the planet’s biggest challenges.
Before launch, we ran user testing with real participants via UserBrain, tasking them to find and act on specific types of solutions. The feedback validated the UX flow and helped us refine microinteractions, filters, and card hierarchy to ensure the experience felt intuitive and frictionless.
Powered by SAP’s Experience Management technology Qualtrics, the result was an elegant, purpose-built digital tool that brings clarity, collaboration, and action to one of the planet’s biggest challenges.
A visual dive into the making of SHiFT,
from sketches to final interface.
A visual dive into the making of SHiFT, from sketches to final interface.
It Starts with a SHiFT
It Starts with a SHiFT
Wrap Up Video
03
The Outcome
The SHiFT Platform launched on World Ocean Day, helping thousands of people find their “superpower” in the fight against ocean plastic.
What began as an intimate in-person experience became a global, living movement — connecting everyday changemakers, brands, and governments to real, actionable solutions.
SAP and Emily Penn praised the collaboration for bringing purpose and usability together — creating a platform that feels equal parts tool, teacher, and tide-turner.
The SHiFT Platform launched on World Ocean Day, helping thousands of people find their “superpower” in the fight against ocean plastic.
What began as an intimate in-person experience became a global, living movement — connecting everyday changemakers, brands, and governments to real, actionable solutions.
SAP and Emily Penn praised the collaboration for bringing purpose and usability together — creating a platform that feels equal parts tool, teacher, and tide-turner.
Launched on World Ocean Day with global press coverage
Launched on World Ocean Day with global press coverage
Launched on World Ocean Day with global press coverage
Used by individuals, businesses, and educators across continents
Used by individuals, businesses, and educators across continents
Used by individuals, businesses, and educators across continents
Built in partnership with eXXpedition & SAP Experience Management
Built in partnership with eXXpedition & SAP Experience Management
Built in partnership with eXXpedition & SAP Experience Management
Hundreds of curated solutions live on the platform (and counting)
Hundreds of curated solutions live on the platform (and counting)
Hundreds of curated solutions live on the platform (and counting)
UX validated through remote user testing via UserBrain
UX validated through remote user testing via UserBrain
UX validated through remote user testing via UserBrain
“What was missing was the ability to scale. But thanks to the new platform and the partnership with SAP, we now have a chance to shift the way people feel, think, and act at scale.”
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“What was missing was the ability to scale. But thanks to the new platform and the partnership with SAP, we now have a chance to shift the way people feel, think, and act at scale.”
—
“What was missing was the ability to scale. But thanks to the new platform and the partnership with SAP, we now have a chance to shift the way people feel, think, and act at scale.”
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Credit where it's due
Credit where it's due
Agency: Momentum Worldwide
Design Director: John Buckell
Creative Technology: James Miller
Front End Dev: Luke Hill
Back End Dev: Andrew Edwards
Creative Director: Sarah Poole
Producer: Anthony Fernandez
Account Lead: Piers Lunnon-Wood
