Jessica Robbins

The first programming to come out of Gathering Place, the Reading Tree Challenge featured a website and app to allow for reading challengers at school and home to easily log books that would then track toward a county-wide reading goal of 2 million books.


Project Name

Reading Tree Website & App




Gathering Place/Saxum

Creative Direction, Architecture, UX Direction & Strategy, Design, Digital Strategy, Marketing Automation

Interactive Book Counter

As teachers and parents used the app to log their books, the total amount was fed to an interactive tree counter updated each day on the website homepage.

Resource Center

The website held digital kits for each grade as well as home participants.

Book Log App

What made this reading challenge stand out from the dozens of other reading programs was the companion access-anywhere web app that made logging books easy for both teachers in the classroom and parents participating with children at home. We utilized a multi-step sign-up process to obtain information about the challenger’s classroom or age that would help build their profile and set their reading goal automatically. For ease of access, we implemented Facebook single sign-on and traditional email and password methods.


Sign-Up Process


App Dashboard

Connecting Students & Teachers to a Common Goal

Through this app, teachers could track books for their entire class in their account portal and also connect their classroom account to their student accounts (if their students were also participating at home with their parents) so they could see reading activity at home. Teachers and parents could work together to support reading activity for each child working toward the county-wide reading goal.


Automation and Personalization

We used information gathered during sign-up paired with analytics insights to communicate targeted onboarding messages, tips, tricks and updates relevant to their account type through email automation. Much of the content directed back to website resource, or Gathering Place updates.


User Flows

User Capture & Marketing Automation Diagram

Onboarding Automation Content Map