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Climate change, biodiversity loss and disappearing meadow land are all contributors to a severe decline in the butterfly and moth populations in the UK. Butterfly Conservation aims to educate and encourage people to create their own wild spaces where butterflies can breed, feed and flourish.
The Challenge
The organisation Butterfly Conservation has business goals to halve the number of threatened species in the UK and create over 100,000 new wild spaces, as well as raise awareness about butterfly wild spaces among urban and minority groups.
They needed to build a portal for users to create and register their wild spaces. With an aim to educate audiences (especially those with green space deprivation) on wild spaces and what they can do to help, whilst also target younger more urban audience to capture data to further build and target the butterfly conservation effort.
Whether they live in a council high rise, a flat with a shared garden or a house in the country, the site should show users what they can do to contribute towards and impact the preservation of butterflies and moths.
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Our process
An initial round of user data was collected, including demographic information, interest and expertise in environmental and conservation issues, and device preferences. By mapping out user journeys with this data, we were able to design a comprehensive architecture tailored to specific user needs.
Given the tight deadline, the initial feature list was streamlined to develop a roadmap for the minimum viable product (MVP) and future features. We validated our concepts by user-testing prototypes with a diverse range of users, from butterfly experts to the targeted younger demographic, ensuring the final product was both usable and relevant to the intended audience.
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The Results
Starting with core functionality, tested with real users, the release of WildSpaces takes another step towards spreading awareness and helping the conservation of butterflies and moths in the UK.
The site was delivered on time to Butterfly Conservation for internal testing and a soft launch with a small group of users, and butterfly experts, to further test the value proposition, ready for the main launch.
Read the News article
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