The National Forest Foundation Mobile App
Case Study
Project Overview
The National Forest Foundation works on behalf of the American public to inspire personal and meaningful connections to America’s National Forests. NFF focuses on driving donations and gathering communities together to help with the preservation of the Nation’s Forests.
Project Timeline
December 2021 to April 2022
My role
UX/UI designer designing an app for The National Forest Foundation from conception to delivery.
This case study was eventually submitted as part of Google’s UX design certification course - Credential ID YWGW8ZCH3CL3
Design Process
This case study covers the following steps in the UX design process:
Market Research
User Interviews
Empathy Maps
Competitive Analysis
Personas
User Journey Map
Digital Wireframes
Low-Fidelity Prototype
Low-Fidelity Usability Tests (2 Rounds)
Mockups
High Fidelity Prototype
Accessibility
Problem Statement
Protecting and restoring natural ecosystems, such as old-growth forests, could provide a third of the global action needed to avoid the worst impacts of climate change. However, there’s no modern resource dedicated to helping volunteers find nearby volunteer opportunities for forest conservation and preservation.
The How & Why
Near the end of 2021 there was a massive wildfire that caused a severe amount of damage to Lake Tahoe and the surrounding areas burning 221,835 acres. These devastating fires meant that the need for volunteers was greatly increased as the fire was spreading rapidly with nearly no end in sight. The outcry for help in the community was widespread on social media and on the local and even world news. Firefighters, evacuation areas, and food and resource donations were all needed immediately. However, finding clear ways to help was extremely difficult, Facebook in particular was a mess with people constantly asking how they could help with no clear answer being easily provided. Many Facebook groups popped up in that time that involved many scrambling to coordinate ways to help.
This is an ongoing problem that will not stop and volunteers are still needed to not only help with recovery from the Caldor fire but also prevention as we approach another year of potential wildfires in summer.
Hypothesis
Watching the chaos unfold was heartbreaking, it was clear many people wanted to help but didn’t actually know how they could contribute. As someone who’s seen fire season effect myself and others year after year, it was very clear for at least in the Tahoe area, there needed to be a better resource for volunteers.
The idea: Create a modern solution for The National Forest Foundation that allows users to quickly find nearby volunteer opportunities that interest them.
The National Forest Foundation was chosen for this concept because they are a strong and trusted brand with proven volunteer activities already around Lake Tahoe, a final solution might involve an entirely new brand with more community focus for the Tahoe area as an MVP.
Market Research
I started my research by looking into the current landscape of existing solutions that may have already been created within the space.
Upon investigating, I was quick to find that most of the current resources on the web are either government-backed or focus heavily on gathering donations with a secondary focus on volunteer opportunities. The resources that did exist specifically for forest conservation & restoration volunteering were either heavily outdated or not maintained well (specifically the government-backed ones).
After my initial desktop research, I went and specifically searched through both the Google play and Apple app store to see if there were maybe mobile apps that fit this solution. However, the main focus for pretty much all the volunteer apps was a general “find a charity or non-profit" solution with no focus on a specific type of volunteering.
User Research: Overview
With a hypothesis in mind and a better understanding of the current landscape, I started my research by conducting user interviews. I gathered a group of twenty participants, some in person and others over the phone. Since I live in Reno, Nevada, I had easy access to participants who actually live close to or around Tahoe National Forest. This group of participants was partially gathered by reaching out to people that had joined the previously mentioned Facebook groups during the duration of the fire or had mentioned "forest conservation work” or a similar term in their bio on social media.
Some of the people interviewed during this process were directly impacted by the Caldor fire, losing their homes or a building they owned. This topic is very sensitive for some of the participants so despite going into the interviews knowing I had information I needed to acquire for my research, I wanted to be sure the interviews felt very natural and were conversational.
I went into each of the interviews knowing I needed answers to the following four questions:
Do they volunteer for forest conservation currently?
How often do they volunteer?
How do they find volunteer opportunities?
If they would volunteer more often if they had an easier way to find opportunities?
Upon the completion of my interviews, I used the information from the interviews to create empathy maps to bring the data together so I could clearly map out the potential users needs and pain points. A primary user group identified through this research was working adults who don’t have time to dig through multiple outdated online government resources and websites for volunteer opportunities.
This user group confirmed some initial assumptions about the current existing online resources for finding volunteer opportunities. This research also helped make it clear that some users would be willing to travel to help in other locations but users want to see nearby volunteer opportunities first while making sure there is enough information provided to be sure the opportunity is a fit.
The data collected from these interviews also helped identify the next steps and the proper platform for this solution. With potential users typically being busy and wanting a form of social integration, a mobile app made the most sense as a first iteration.
Identifying Pain Points
Time Constraints
Working adults that are too busy to spend time looking for volunteer opportunities
Search & Filtering
Current government websites are outdated and very difficult to use with no ability to search in depth
Lacking Information
When volunteer opportunities are found, not enough information is provided
Social
No way to easily connect with others that enjoy volunteering as well
Competitive Analysis: Deep Dive
With the knowledge from my previous market research and now the addition of my user research, I was able to dig further into the current solutions occupying the space that had similar functionality to what I was looking to create.
Below is some of the competitive audit findings and key takeaways including what could be improved on or where they excel currently.
Personas
Multiple personas were made with one being the main highlight with the most crossovers between participants during our user group testing.
Nora is an outgoing and busy waitress / ski instructor who loves her hometown. She needs a way to find consistent nearby volunteer opportunities to help keep Lake Tahoe beautiful.
User Journey Map
Mapping Nora’s user journey gave insight into how a busy adult may typically look for volunteer opportunities.
The user journey map helped further identify what sort of information needs to be provided to help keep the sign-up process fast but also as smooth as possible.
Digital Wireframes
Bringing together all of the previous research, I was able to clearly identify a solid starting point for wireframes. The wireframes were made with streamlined usability as a top priority making filtering quick and painless so that users can find opportunities that apply to them easily.
Low-fidelity prototype
Using the completed set of digital wireframes, I created a low-fidelity prototype. I built out the volunteer finder’s primary user flow, so the prototype could be used in a usability study.
Usability Testing Findings
The same group of participants from the initial interviews as well five additional new participants were given the low fidelity prototype. All participants were tasked with a general overall task, sign up for a volunteer opportunity, with sub-tasks being provided to them as soon as the test began. All tests were monitored via Discord or Google hangouts.
The sub-tasks included:
Choose a volunteer opportunity near you
Choose the date April 20th at 10:45 am
Review the information about the opportunity
Confirm the opportunity
During the test, users were encouraged to speak out loud about what they thought about each screen. I remained silent during these tests only observing and taking notes, follow up questions were only asked after the test was completed.
This testing phase revealed some strong indicators that not only verified some previous thoughts I had initially but also helped uncover what process flows we need to emphasize and streamline.
Round 1 Findings/Key Takeaways
Users want the ability to filter relevant opportunities faster
Users want to feel confident in the information provided for the opportunity
Users don’t want to feel overwhelmed with choices (edit button)
Round One Design Edits
After user testing it was determined that there was redundant functionality with the edit buttons and not enough information relating back to the original listing, after the usability studies, I added a step indicator in the top right and a notification bell that shows newest nearby opportunities.
Usability Testing Findings
The second usability test was identical to the first, all participants were tasked with a general overall task, sign up for a volunteer opportunity, with sub-tasks being provided to them as soon as the test began.
All tests were monitored via Discord or Google hangouts. During the test, users were encouraged to speak out loud about what they thought about each screen. I remained silent during these tests only observing and taking notes, follow up questions were only asked after the test was completed.
Round 2 Findings/Key Takeaways
Users want to receive notifications when nearby opportunities become available
Users want to see how many steps are left in the sign up process
Users want the ability to view more location information in the overviews
Round Two Design Edits
This second study showed that the end confirmation screen lacked some information from the previous screens and didn’t allow clear navigation back to the opportunity finder. Both of these were amended by adding relevant information back and adding a button back to the volunteer opportunities list.
High-fidelity Prototype
The high-fidelity prototype brought together all of the usability test findings and was created with cleaner user flows for finding volunteer opportunities quickly with minimal filtering. It also addressed some pain points by relaying all the information needed to feel confident in the opportunity within a minimal amount of steps as well as clear indicators on selections/steps.
This prototype was then given to the same participants and was greeted with great reception. Some very minor changes were implemented after this test but this user group agreed that the current version met their needs.
Accessibility Considerations
Followed WCAG guidelines to help provide access to users who are visually impaired through adding alt text to images for screen readers and more.
Many design considerations were taken into account for not only usability but also accessibility. All touch points were made with a minimum of 40px in height and width. All text is 11pt or higher.
Kept information consistent throughout each screen and allowed the text to breathe with spacing between each row for quick readability and programmatic processing.
Gestalt principle applied & more
Takeaways
Impact
The app focuses on helping volunteers make a change in their community by cutting down on time and instilling confidence in the user when they look for nearby volunteer opportunities. This has the potential to greatly increase the number of volunteers that help make an impact on forest conservation, preservation, and global warming.
Community Building
While designing the National Forest Foundation app, I learned that communities are built around volunteer groups, and fostering that via one consistent platform is another factor that can be very beneficial to increasing the number of volunteers helping make an impact on climate change.
Next Steps
The next step, as with all platforms, is to closely analyze how the solution is being used. This means reviewing and gathering quantitative and qualitative analytical data from things like Google Analytics, heatmaps, A/B testing etc. to help identify problem or success areas to iterate on with further updates.
Bolster the group formation process and allow users to create their own opportunities with the same group on a schedule.
Implement community-based features for wildfire response and recovery.
Build out the forest finder section to help users learn more about other forests and the importance of helping all of the nations forests.
Conduct further research to see if a desktop site is an additional solution to meet further user needs.
60% of ALL web traffic currently comes from mobile.
Project Recap
This project involved the following UX design process:
Market Research
User Interviews
Empathy Maps
Competitive Analysis
Personas
User Journey Map
Digital Wireframes
Low-Fidelity Prototype
Low-Fidelity Usability Tests (2 Rounds)
Mockups
High Fidelity Prototype
Accessibility