Overview

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The Mandai Nature Mobile Application offers an engaging and interactive experience, inviting users to explore and protect remarkable yet endangered species across the nature reserves in Singapore.

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App Features

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Six key features encompass a range of functions and information to keep users engaged at all times. For instance, one standout feature includes live-streaming sessions hosted by nature experts, providing users with an intimate and immersive wildlife experience from restricted areas.

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Targeted Users

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1. Young Families

Objective
Embark on a fun and engaging educational journey focused on threatened species.

Experience
‍The application offers an educational and entertaining experience for young families, providing them with the opportunity to learn about and connect with endangered species in an enjoyable manner.

2. Nature Lovers

Objective
Connect with other like-minded volunteers and actively participate as citizen scientists and ambassadors in conservation projects and events.

Experience
‍Nature lovers using the application can collaborate with fellow enthusiasts and engage in hands-on conservation efforts. They can take on roles as citizen scientists and ambassadors, actively contributing to projects and events dedicated to preserving endangered species and their habitats.

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Video Teaser

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Problem Statement

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While Mandai Nature aspires to be a platform that educates, inspires, and engages Singaporeans in safeguarding native biodiversity and fostering a "City in Nature," there are several challenges that need to be addressed:

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1. Limited Awareness and Education: There is a lack of comprehensive wildlife information and up-to-date conservation news available to users. Many Singaporeans remain unaware of the rich biodiversity in their city.
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2. Low Engagement in Conservation: Inspiring users to actively participate in conservation projects and engage with nature experts is a challenge. There is a need to bridge the gap between interest and active involvement.
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3. User Incentivization: Encouraging consistent user engagement through timed challenges and incentives is a hurdle. Maintaining motivation for long-term participation can be challenging.
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4. Fragmented Collaboration: Although Mandai Nature seeks to nurture partnerships between authorities, NGOs, and volunteers, there are obstacles to achieving cohesive and sustained collaboration among these entities.
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5. Community Champion Cultivation: Cultivating champions within local communities who champion the cause of native biodiversity preservation remains a challenge.
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6. Mental Health and Well-being: While the platform aims to motivate people to bond with the natural environment for better mental health and cognitive performance, there is a need to understand and address the specific barriers preventing individuals from benefiting fully from nature's therapeutic effects.
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Addressing these challenges will be crucial to fulfilling Mandai Nature's mission and goals effectively.

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Interview with a Subject Matter Expert

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During a rare opportunity to consult Mr. Lee, Corporate & Strategy Planning Manager at NParks, several areas of concern regarding current biodiversity conservation initiatives in Singapore were uncovered.

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Based on these concerns, the following suggestions are proposed:

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1. Community-Led Approach: Encourage a community-led approach that fosters volunteer bonding and knowledge transfer.
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2. Guidance from Experts and Authorities: Seek guidance and support from experts and authorities to drive conservation initiatives effectively.
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3. Gamification and Rewards: Implement gamification elements and a rewards scheme, inspired by successful platforms like Healthy 365, Shopee, and Lazada, to enhance user engagement in conservation efforts.

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Ethnographic Field Studies at Labrador Nature Reserve

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Introduction

Labrador Nature & Coastal Walk stands as one of Singapore's four protected nature reserves, preserving not only the diverse biodiversity but also remnants of historical significance, particularly war relics dating back to the 1870s. This research project aims to conduct ethnographic field studies within the Labrador Nature Reserve, exploring its ecological and historical dimensions.

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Research Objectives

1. To understand the accessibility and suitability of Labrador Nature Reserve for various visitor groups.
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2. To assess the availability of informational resources and interpretive elements within the nature reserve biodiversity.
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3. To explore the significance and potential use of tile engravings as educational aids within the reserve.

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Estimated Time and Distance Covered

The field studies are expected to span approximately 1.5 hours, covering a distance of 2.5 kilometers within the nature reserve. This duration and distance were chosen to allow for comprehensive observations and interactions with the environment.

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Observations

1. Nature Trail Suitability: Initial observations highlight that the nature trail is well-suited for beginners and families. Its ease of access and manageable terrain make it an inviting destination for those looking to engage with nature without significant physical demands.
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2. Lack of Information Signages: A notable gap observed during the field studies is the absence of informational signages providing insights into the surrounding flora and fauna. This absence limits the educational potential of the reserve and hinders visitors from fully understanding and appreciating the ecological significance of the area.
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3. Tile Engravings: Along the nature trail, there are tile engravings depicting an insect, bird, and flower. These engravings may serve as points of interest and could potentially be used as educational tools, offering visitors a glimpse into the local biodiversity.

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Competitive Analysis

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Objective

This research aims to evaluate the user experiences and usability of wildlife awareness and education apps offered by direct competitors. The assessment includes heuristic evaluations and a user observation session involving four apps.

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About The Competitors

All these apps share a common goal: promoting wildlife awareness through education and discovery. Additionally, three of the apps—iNaturalist, Birds of Singapore, and SGBioAtlas—incorporate User Generated Content (UGC) features, enabling nature enthusiasts and volunteers to contribute to surveys and share wildlife sightings within the app's community. This fosters community-driven conservation efforts and enhances app content.

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Key Findings

1. User-Generated Content (UGC) Features:

Pros: UGC features foster community bonds and influence users positively. Implementing a centralized resource library or discussion platform, akin to Reddit's voting system, can benefit the community.
‍Cons: However, these features have a steep learning curve for newcomers and often require expert validations. A lack of species conservation promotion is noted.

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2. User Reviews

Common complaints revolve around stagnant content and technical performance issues.
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3. Interactive Storytelling

Interactive storytelling enhances engagement and learning.
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4. WWF Together App

WWF Together App excels due to its intuitive design catering to a broad audience.
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5. Metric for Success

Measuring success can be based on total project and event participation, reflecting user engagement and involvement in conservation efforts.

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Remote Moderated Interviews

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Objective

To understand the general public’s awareness and sentiments in conserving Singapore’s natural heritage. A large sample size of varied user segments is recruited to get a broader perspective on users' pain points and motivations.

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‍User Profiles

• 4 males and 12 females, ages ranging from the 20s-50s 
• All have engaged in outdoor activities from Jul to Sept
• 50% of participants are married with 1 to 3 kids
• 3 participants are working as teachers at primary, secondary and university schools

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‍Interview Details

• Every session consists of 5 questions and takes 15 minutes 

• A total of 16 users were interviewed in 1st round (6 users), 2nd round (5 users) & 3rd round (5 users).

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Interview Questions

1. Can you introduce yourself?

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2. Tell me about a time when you connect with nature. What did you do?

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3. Protecting Singapore's rich biodiversity is to conserve our natural legacy for future generations of Singaporeans. How do you think we can promote awareness and encourage the wider public to be interested?

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4. Since June 2020, NParks has issued 38 warning letters and one fine for the feeding of wildlife. How do you feel about it?
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5. Singapore's progress towards a City in Nature is driven in large part by the community. How do you think you can play a role in it?

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6 Key Takeaways

1. To educate and inspire Singaporeans especially the younger generation on protecting native wildlife species
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2. Organizing events and activities for people to learn through participation
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3. To cultivate champions within the community and promote amongst family and friends
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4. To encourage people to bond over and within our natural environment
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5. Education should focus on the positive effects and long-term benefits
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6. The use of tech and imagery generate greater interest and encourage interactions

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Product Strategy

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Unique Selling Propositions (USPs)

Discover

• Unusual Facts and Local Conservation: Users can discover fascinating facts about the world's most rare and endangered species. The app also provides insights into local conservation efforts.
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• Expert Insights: Access live-streamed guided walks, virtual classes, and webinar series led by nature experts, offering an immersive learning experience.

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Get Involved

• Collaborate with Local NGOs: Users have the opportunity to actively engage with local non-governmental organizations (NGOs) by volunteering as citizen scientists. They can contribute to wildlife monitoring for research and conservation projects and participate in events.

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• Direct Support: Users can make cash donations directly through the app to support conservation projects, enabling them to contribute to important causes.

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‍Earn In-App Rewards

• Participate in Timed Challenges: Users can engage in interactive games, quizzes, and events, earning in-app points as rewards.

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• Merchant Rewards: Accumulated points can be redeemed as credits to fund participating projects on the platform, encouraging active participation and support for conservation efforts.
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Profile

• User-Generated Content (UGC): The app features a UGC platform where users can submit content for voting, sharing, and discussion with fellow users. This feature promotes community interaction and knowledge sharing.

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Information Architecture

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Brand Identity

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Interactive Prototype

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Click below to preview the interactive prototype