Hi, I'm Marina
Interactive Media Manager | Content Strategist | Content Creator
I’m passionate about helping individuals and brands build data-driven strategies. With a love for storytelling, I craft engaging narratives that connect with audiences and drive results. Whether it’s a social media campaign, brand event, or a content strategy, my goal is to empower you to communicate authentically.Let’s collaborate to bring your vision to life!
Recent projects 2023-2024
Case Study
Interactive map platform: "Be Local"
This project addresses the challenges of adapting to new cities, fostering community connections, and transforming the relocation experience.
Case Study
Interactive quizz: "Finn Finds A Way"
This project addresses the challenges faced by transgender and gender-diverse youth in accessing supportive resources.
Instagram Profile
IMM Program Page
This project addresses the challenges of effectively showcasing the Interactive Media Management program on social media by creating an engaging Instagram presence that attracts potential students.
Content Creation
CCSAI: Cenchella Party Promo
This project addresses the challenges of engaging students for the Cenchella welcome party by creating an interactive and visually appealing social media campaign that effectively promotes the event and drives ticket sales.
FINN FINDS A WAY
Context
This project was developed in collaboration with the Social Innovation Research Centre (SIRC) to address the needs of transgender and gender-diverse youth. Recognizing the importance of accessible and supportive resources for this community, we set out to create an engaging outreach strategy.
Project Details
- Role: UX Designer and Researcher
- Timeline: 2 months
- Team: Minju Lee, Marina Rubina, Yun Wang, Sunidhi
- Tools: Figma, Miro, Adobe Creative Suite
Overview
Develop an outreach strategy for the Social Innovation Research Centre (SIRC) to engage transgender and gender-diverse youth with the "Finn Finds A Way" website through an interactive quiz.
Problem Definition
Our team came up with this problem definition based on the dialogue with "Finn Finds A Way" team members.
Target Audience
This project focuses on transgender and gender-diverse youth (GIaNT) aged 9-26 in Canada. We understand that this audience is diverse and may have varying needs. Our interactive quiz will be designed to be inclusive and cater to a wide range of experiences and interests within the GIaNT community.
Research Insights
Our team conducted interviews with transgender youth and engaged with the Queer community at Centennial College, including discussions with Devansh, a leader in the Queer collective.
We discovered that many youth struggle to find accurate information and supportive networks. They expressed a strong need for reliable resources to help them navigate their identities.
Participants shared feelings of isolation and frustration due to a lack of support. They emphasized the importance of having safe spaces for self-expression and connection within the community.
Market research:
Our team looked at other online projects that help transgender youth. We made a SWOT analysis for these projects.
We saw opportunities to make our project more engaging and easy to use. We also noticed threats like keeping information up-to-date and making sure the site stays safe for users.
Solution Strategy
Our team had a great idea to help transgender youth find the right resources safely. We created a quiz that helps them see where they are on their self-identification journey and what resources might help them now. The whole quiz is delivered in a fun, game-like way.
Main Interactive Strategy: A quiz that incorporates gamification elements to engage users.
Quiz Features:
Age-appropriate questions.
Diverse question types (e.g., sorting, drag & drop, yes/no).
Visual progress indicators.
Additional Outreach Strategy:
Created origami flyers as a tangible strategy to bridge the gap between online and real-life interactions, providing information about the quiz and resources in a creative format.
Design Process
Storyboarding and use case development:
User Testing and Feedback
Our team conducted usability testing with the Queer community student collective. We presented our initial concepts and asked for their thoughts on the visual elements. The students provided insightful comments, highlighting the importance of using colors that resonate with their identities and experiences. They suggested blue and pink colors instead of rainbow that felt inclusive and welcoming for youth.
Final Product
This engaging quiz is presented in a gamified format, making it fun and approachable for users. By answering a series of questions, participants can gain personalized insights and recommendations, empowering them to access safe and supportive resources tailored to their unique experiences.
Figma quiz prototype designt:
Outcome
Final Presentation:
Our team presented the research findings, problem definition, and proposed solutions, including the interactive quiz prototype and origami flyers, to the stakeholder, Daniel Huigeza.
Daniel and his team at Social Innovation Research Centre (SIRC) were impressed with our ideas and decided to incorporate them into the website's development plan.
Case Study
"Be Local"
Interactive map platform
Instagram Profile
IMM Program Page
Content Strategy
Content Creation
CCSAI: Content Creator
Content Creation
© Untitled. All right reserved.
BE LOCAL
Context
As part of our senior project, we were tasked with developing a comprehensive interactive solution to a problem we identified. Having experienced the challenges of relocating and understanding the importance of authentic local experiences, I chose to focus on creating a platform that connects relocators with local bloggers.
Project Details
Role: Project Owner
Timeline: 3 months
Team: solo project
Tools: Figma, Miro, Adobe Creative Suite
Project Overview
BeLocal is an interactive map-based platform connecting local bloggers with relocators, helping newcomers discover authentic local experiences before arrival.
Problem Definition
How can we help people planning to move to a new place eliminate the guesswork of discovering life as a local and immerse them in authentic experiences?
Target User Base
- Primary: Local bloggers, relocators (digital nomads, expats, students)
- Secondary: Local businesses
Research and Insights
Methods that I used for research:
- Social listening
- Competitor scanning
- User surveysHere are some of the articles that I used as a starting point.
Key Findings:
- Rise of digital nomadism
- Growth in influencer marketing for travel
- Information overload for relocators
Solution Strategy
Trinity Strategy:
- User Experience: We prioritize an intuitive, user-friendly interface that makes it easy for relocators to discover local insights and for bloggers to share their experiences. The interactive map feature is central to this, allowing users to visually explore their new city.
- Content Quality: We emphasize authentic, high-quality content from local bloggers. This ensures relocators receive genuine insights about their new home, fostering trust in the platform.
- Community Building: BeLocal aims to create a vibrant community where relocators, local bloggers, and businesses can interact, share experiences, and support each other. This community aspect is crucial for long-term engagement and platform growth.
Design Process
Sketching and inspiration gathering:
The journey to creating the BeLocal platform began with sketching out ideas and gathering inspiration from various travel and influencer websites.This exploration led to the creation of initial wireframes, which served as the foundation for the platform's design.
Figma Prototype:
User Testing and Feedback
Usability Test:
Usability testing was conducted to ensure BeLocal meets user needs:
Test Participants: We recruited a diverse group of 20 participants, including potential relocators, local bloggers, and business owners from various cultural backgrounds.Testing Methods:
• Task completion scenarios
• Think-aloud protocols
• Post-test questionnaires
• User satisfaction surveys
Key Findings:
• 90% of users found the map interface intuitive and easy to navigate• Local bloggers appreciated the auto-upload content process from their main social media pages.• Some users suggested improvements in the search functionality for more specific queries.• Relocators expressed high satisfaction with the quality and authenticity of local insights
Heuristics Review:
I've also conducted a heuristic evaluation using Nielsen's 10 usability heuristics, which helped identify and resolve minor usability issues before the final launch.
Final Product
Promotional Tactics:
Promotional tactics for BeLocal focus on digital marketing strategies to effectively engage our target audience:• Influencer Collaborations: Partnering with local bloggers to leverage their audiences and enhance credibility.• Social Media Campaigns: Sharing engaging content on platforms like Instagram and YouTube to showcase local experiences and user stories.• Content Marketing: Creating a blog with articles on relocation tips and local culture to attract organic traffic.• Email Marketing: Building a subscriber list for targeted newsletters featuring updates and local insights.• Community Engagement: Hosting local events with bloggers and businesses to create buzz and encourage word-of-mouth referrals.
PLO Timeline:
Risk Assessment:
Outcome
The culmination of my journey in creating BeLocal was a rewarding experience that spanned just four months. Presenting the final product to my professors was a proud moment, as I shared the insights and innovations that emerged from my research and development process.The feedback was overwhelmingly positive, and I was thrilled to receive the highest marks for my work. This project not only allowed me to apply my skills in a real-world context but also deepened my understanding of user-centered design and the importance of community in the relocation experience.Overall, I am satisfied with the result and excited about the potential impact BeLocal can have on newcomers seeking to navigate their new environments with confidence and ease.
More Projects:
Instagram Profile
IMM Program Page
Content Strategy
Case Study
Interactive quizz: "Finn Finds A Way"
Interactive Quizz
Content Creation
CCSAI: Content Creator
Content Creation
© Untitled. All right reserved.
IMM Instagram Page
Context
As students of the Interactive Media Management (IMM) program at Centennial College, we recognized the need for a stronger digital presence to attract future students and showcase the program's offerings. This project aims to create an engaging Instagram strategy for the IMM program.
Project Details
Role: Digital Strategist & Marketing Research
Timeline: 6 weeks (June 2024)
Team: Svetlana Anisimova, Noyonika Goswami, Leví J. Vivas C., Kartik Handa, Wing Lam Ho, Marina Rubina
Tools: Instagram, Adobe Creative Suite, Google Forms, Miro, Canva
Overview
Develop a comprehensive Instagram strategy for the Interactive Media Management program to enhance its digital representation, engage potential students, and showcase the program's unique offerings.
Problem Definition
How might we create a digital representation for Interactive Media Management on a platform that allows interactivity to showcase the program better?
Target Audience
Primary: Potential students (both international and domestic) interested in interactive media
Secondary: Current students, alumni, and industry professionals
Research and Insights
We started with Current state analysis to identify what channels are used now, what are the opportunities of using Instagram and what are the challenges.
Each of the members created own board and assigned task by themselves. Here is my board.
My first task was to do the competitive analysis and audit of similar to our program instagram pages.
Main approach:
User research, competitor research, visual research
Key findings:
Program information is crucial for showcasing IMM on Instagram
Student life should be strongly featured in content
Users prefer authentic, genuine contentInteractive features like quizzes and workshops are valued
User needs and frustrations:
User needs and frustrations: Need for accurate program information and career outcomes
Desire for authentic content and real experiencesInterest in interactive and engaging content
Solution Strategy
Main approach:
Create a dynamic and engaging Instagram presence that authentically represents the IMM program, its outcomes, and its community
Key features:
Consistent visual identity using a specific color palette
Mix of content types (posts, reels, stories) showcasing program offerings, student projects, and success stories
Interactive elements like quizzes and challenges
Regular Q&A sessions and social media takeovers
Design Process
Ideation: Brainstorming sessions to develop content ideas and visual concepts
Visual Strategy: Development of a unique visual identity including the "squircle" shape and color palette
Content Planning: Creation of a content calendar and guidelines for future students
User Testing and Feedback
We shared examples of posts, designs, and ideas with our classmates from both cohorts to gather their feedback. This collaborative approach allowed us to hear different perspectives on our concepts and understand what resonated with them. Their input was invaluable, helping us refine our visual style and content strategy to ensure it aligns with the preferences of our target audience
Final Product
As a final product we deliver and presented to our program coordinator, Pamela Kostur:
Comprehensive Instagram strategy document
Visual identity guidelines
Content calendar and posting schedule
Implementation plan for future cohorts
Instagram Page Guideline
Outcome and Impact
The outcome of our IMM Instagram project has been highly successful, with our cohort actively publishing content on the page. We have achieved a remarkable 100% growth in the number of followers, significantly increasing our reach and engagement within the student community.
Moving forward, we are excited to hand over the management of the page to the next cohort, ensuring they have all the tools and insights needed to continue this positive trajectory.
Strategy ready for implementation by future cohorts
Potential to significantly increase program visibility and student engagement
Framework for continuous improvement through iterative research and adaptation
Case Study
"Be Local"
Interactive map platform
Content Creation
CCSAI: Content Creator
Content Creation
Case Study
Interactive quizz: "Finn Finds A Way"
Interactive Quizz
© Untitled. All right reserved.
Cenchella: The Sweet Escape - Social Media Promotion
Context
As a content creator for the Centennial College Student Association Inc. (CCSAI), I was tasked with developing and leading the implementation of a promotional strategy for the fall intake welcome party, "Cenchella: The Sweet Escape." This event aimed to celebrate all Centennial College students, both new and returning, while showcasing the vibrant student life at Centennial.
Project Details
Role: Content Creator and Social Media Strategist
Timeline: 2 weeks
Team: CCSAI event planning team, Marina Rubina, Justine Pedro, Mona Wazi Ullah, David Tarka.
Tools: Video editing software: Capcut, Instagram, TikTok, Adobe Creative Suite, Microsoft 365
Overview
Create and execute a social media promotional strategy to attract students and sell tickets for the Cenchella welcome party, with a target goal of 400 ticket sales. The strategy focused on creating engaging video content for Instagram and TikTok to generate buzz and drive ticket sales.
Problem Definition
How can we effectively use social media to promote the Cenchella welcome party, exceed our ticket sales target of 400, and create excitement among both new and returning students?
Target Audience
Primary: New fall intake students at Centennial College
Secondary: Returning Centennial College students and Alumini
Research and Insights
Methods used:
Analysis of previous year's event promotionInformal surveys with classmates.
Feedback collection during campus road shows
Key findings:
Previous promotions lacked visual representation of visitor emotions and activities.
Students are attracted by price discounts, variety of music, and availability of free snacks.
Multiple content pieces posted over several weeks are more effective than repeating a single piece
User needs and frustrations:
Some students find the venue location inconvenient
Desire to bring multiple friends (current limit is one guest per student)
Uncertainty about party experiences in Canada, especially for international students
Solution Strategy
Main approach:
Create engaging video content for Instagram and TikTok to generate buzz and drive ticket sales
Key features:
Multiple video concepts to appeal to different aspects of the event
Cross-platform promotion on Instagram and TikTok
Adaptation of content for digital screens across campuses
Focus on visually representing emotions and activities at the event
Highlight key attractions: price, music variety, and free snacks
Design Process
Ideation:
Developed 4 video concepts for the promotional campaign
Content Creation:
Shot and edited 3 approved videos:
Distribution:
Posted videos on Instagram and TikTok, with additional versions for digital screens on campus
User Testing and Feedback
Testing methods:
Real-time engagement metrics on social media platforms
Key findings
Lollipop video: 21K views, 191 likes, 139 reshares
General info video: 11K views, 260 likes, 13 comments, 93 reshares
Quick reminder video: 4K views, 66 likes, 8 reshares
Iterations:
Based on feedback from comments and road shows, created an additional "get ready with me" content piece explaining what documents and items to bring to the event
Final Product
Three promotional videos distributed across Instagram, TikTok, and campus digital screens:
Outcome and Impact
Exceeded ticket sales target by 71.5%, selling 686 tickets (target was 400)
Significant engagement on social media platforms, with the most popular video reaching 21K views
Successful execution of the welcome party, celebrating both new and returning students
Established a template for future event promotions, demonstrating the effectiveness of multi-platform, visually engaging content
Case Study
Interactive quizz: "Finn Finds A Way"
Interactive Quizz
Case Study
"Be Local"
Interactive map platform
Instagram Profile
IMM Program Page
Content Strategy
© Untitled. All right reserved.