Design Approach

User Journey Map

We conducted field studies of birdwatching activities to help us map and identify key pain points for casual enthusiasts, such as a steep learning curve and lack of objectives.

Competitive Analysis

Most existing apps cater to frequent bird watchers, leaving casual bird enthusiasts, who lack the same level of access and support, underserved.

User Research

We used a combination of surveys and in-depth user interviews to learn more about casual bird enthusiasts. This helped us identify and sketch out our target personas.

Define Target Users

We mapped out several potential personas and charted out the paths of conversion. Perch settled on increasing bird awareness & engagement with casual enthusiastic, which presents the biggest gaps and opportunity for innovation.

Test & Validation

We tested the different concepts with 5 casual enthusiasts, demonstrating the prototype, collecting feedback, and iterating based on their input.

Over-gamification is a distraction
Early testers found our complex gamification system distracting, fostering competition over learning and conservation.
Action: We simplified the gamification and reward system, focusing on creating an engaging and interactive experience with birds. This ensures users can concentrate on learning about and interacting with birds, emphasising education and conservation.
Real Impact as a Strong Motivator
Testers showed a strong interest in using points to build real-world bird nests, indicating that tangible conservation efforts are a powerful motivator.
Action: We dedicated more time to designing nests using modular design principles, allowing for a customizable experience and encouraging continued engagement in conservation efforts.

Build-a-nest

We envisioned a future that Perch enables our users to directly help with conservation efforts by co-designing new nests that bring unique benefits to each specie.

Hi-Fi Prototypes