What is Justice? Why do we obey authoritarian figures? How to make ethical choices? Questions like these are necessary. But they can also be very hard to talk about. To help with tackling this challenge, a website brought in the help of Tooltip Glossary.
Ethics Unwrapped is a free content platform that uses video, blog posts, case studies, a glossary, and other media to present these often impenetrable themes in a friendlier way.
It’s hosted by the McCombs School of Business from University of Texas, in the US, but has vastly outgrown that audience in its five years of existence.
“The program started small – with about 20 videos and an average of 2,000 people using our website each month,” explains Cara Biasucci, who created and directed the project.
Over the years, word of mouth, partnerships and conference presentations helped it expand.
“Now we’ve got 100 videos, more than 1,200 universities in 170 countries checking us out, and an average of 40,000 users on our website monthly,” she says.
In November, their YouTube channel surpassed the million-view mark.
The Challenge: Great User Experience
From the get-go, the idea was to use animation videos to unwrap concepts such as hedonism and moral philosophy. They had the know-how to create this material, but faced a problem when it came to displaying it.
“We wanted to deliver short glossary videos to the user no matter where they were on the site,” says Cara.
“That way, they didn’t have to leave the page they were on to learn a new term or watch another video,” she adds.
Another main concern was optimizing the process, as the content library was live and expanding.
“We didn’t want to have to link each glossary term manually on the site to our existing content, so we were looking for a solution that would do that automatically,” she asserts.
The team had the help of a developer company, Praxenta, to power up their WordPress website.
Together, they chose Tooltip Glossary to tackle the challenge, as it best fit their needs. Now, the glossary holds 51 “key ethics terms and concepts, animated in two-minute videos.”
And that’s part of a bigger ecosystem. Rico Callirgos, one of the developers currently responsible for the website, mentions that they use more than 20 plugins to oversee different necessities.
The Result: User-friendly Deliver
Users of Ethics Unwrapped can now enjoy the top-notch animation in a hassle-free way. When they hover the mouse over the key terms, the tooltips interface shows the video.
While Tooltip Glossary provides many templates for the glossary page, they preferred to create a new one altogether, tailored to the rest of their format.
Cara celebrates achieving precisely the desired goal: “Tooltip Glossary has helped us deliver and link content within the site in a way that is user-friendly.”