PwC
Open Mind

Developing Open Minds with an Action-Learning App

A digital product and behavioural learning platform for PwC designed to challenge unconscious bias through interactive learning, collaborative activities, and social engagement.

The Open Mind platform combined behavioural learning principles with a bespoke app experience, enabling individuals and groups to participate in structured challenges, activities, and discussions designed to encourage reflection, awareness, and positive behavioural change.

The project focused on creating an accessible and engaging digital experience that transformed complex and often sensitive subject matter into a practical, action-led learning journey.

  • Head of Design / Creative Direction

    • Led creative direction and digital product design across the platform

    • Directed UX, UI, interaction, and visual design teams

    • Collaborated closely with stakeholders to align learning objectives, brand, and user experience

    • Contributed hands-on concept development, prototyping, and experience strategy

    • Helped shape scalable interaction and engagement systems across the app

  • The Open Mind platform required balancing educational credibility with engagement and accessibility.

    Key challenges included:

    • Designing an experience around sensitive behavioural and bias-related subject matter

    • Encouraging sustained engagement through interactive learning and challenges

    • Creating intuitive journeys for both individual and group participation

    • Translating complex behavioural concepts into approachable digital experiences

    • Integrating social features without compromising usability or clarity

    • Building a scalable platform capable of supporting evolving learning content and activities

    The goal was to create a product that felt constructive, engaging, and human centred while supporting meaningful reflection and behavioural change.

  • The project was approached as a combined behavioural learning and product experience system bringing together interaction design, engagement mechanics, and scalable digital frameworks.

    1. Structuring the Learning Experience

    Designed guided learning journeys across activities and challenges

    Created intuitive pathways for both individual and collaborative participation

    Simplified complex learning content into clear and actionable interactions

    2. Encouraging Engagement and Participation

    Integrated social and group-based features to encourage interaction and discussion

    Used progress indicators, challenges, and activity systems to maintain momentum

    Designed feedback mechanisms to support reflection and continued engagement

    3. Translating Behavioural Learning into Product Design

    Created accessible interfaces for potentially sensitive subject matter

    Balanced clarity, empathy, and usability throughout the experience

    Ensured interactions felt supportive rather than instructional or overly corporate

    4. Designing for Scale and Flexibility

    Built reusable UI patterns and modular interaction systems

    Created a framework capable of supporting future learning activities and content expansion

    Ensured consistency across onboarding, activities, challenges, and social features

  • The platform translated PwC’s professional and insight-led identity into a more human-centred digital learning experience:

    • Visual Language: Clean, approachable, and engagement focused

    • Typography & Layout: Structured for clarity and accessibility across long-form interaction

    • Interaction Design: Encouraged participation, reflection, and progression

    • Consistency: Unified across learning activities, challenges, and social experiences

    The result was a cohesive system that balanced professional credibility with accessibility and engagement.

  • From a product perspective, Open Mind was designed as an interactive behavioural learning platform supporting:

    • Structured action-learning experiences

    • Individual and group-based challenges

    • Social interaction and collaborative participation

    • Ongoing engagement through guided activities and progress systems

    • Scalable delivery across multiple audiences and future content extensions

    The result is a product that functions as both:

    • a behavioural learning and engagement platform

    • and a brand-led digital experience system

  • Outcomes

    • Delivered a bespoke digital platform supporting behavioural learning and awareness

    • Created engaging and accessible experiences around complex subject matter

    • Enabled both individual and collaborative participation through social features and challenges

    • Balanced educational credibility with a modern and approachable user experience

    • Built scalable foundations for future growth and content expansion

    Key Takeaways

    • Behavioural learning experiences require clarity, empathy, and engagement in equal measure

    • Interaction design can play a significant role in encouraging participation and reflection

    • Complex educational content becomes more effective when translated into actionable digital experiences

    • Social and collaborative mechanics can strengthen engagement and long-term participation

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