The mission
Native Woodland Trust works to engage the Irish population in restoring natural native flora and wants to increase awareness around their mission.
The brief
Design an Android application, which should include:
Home page
Our Sites / Our Woods
Trails (Subject for design after initial iterations on user feedback)
Tree identifier (Subject for design after initial iterations on user feedback)
Visual Audit & Strategy
The Problem: The existing branding was evaluated as generic, anonymous and typical to NGOs.
Segment strife: The audience divides into an Active Segment (volunteers, schools, communities) needing speed and scannability, and a Traditional Segment (corporate partners, traditional donors)
The scope: To prevent overextension, product design focused on Active Segment.
Brand identity
The logo: Created the “Oakrock” combination mark - a custom emblem embedding distinctive native oak leaves inside a symbolic Irish shamrock.
Typography: Balanced the playful Nunito accent font with grounded, institutional fonts to preserve core brand authority.
Colors: Muted palette for earthy shades and lighter visual expression, reserving high-saturated green purely for brand markers.
Product Design & Layout
The name: Separated brand and product for increased memorability and engagement from Active Segment.
Homepage layout:
Top viewport: Informative mission details (Low thumb priority).
Middle zone: Informative site overview.
Thumb zone: Main use cases.
Evaluative Testing
Methodology: In-person, moderated sessions. First impression & Task based testing.
Techniques: Concurrent Think Aloud & Retrospective probing.
Objectives:
Increase usability
Validate comprehension
Validate feature prioritisation
Validate brand recognition
Data-driven iterations
Home: Changed ‘Our Sites’ to ‘Our Woods’ and updated secondary link microcopy from ‘Explore’ to ‘See’ based on verified user confusion.
9:30
Welcome!
Home
Sites
Trails
Identitree
More
Native
Trust
Wood
and
l
Our Mission
Learn more about who we are and what we can do together
Tap to see more
Our sites
Tap to see more
Explore our woodland work!
Tie your shoes and find a trail near you!
Enjoy pockets of nature
Tap to see more
Identify tree
Find a beautiful or majestic tree you’re curious about and take a photo!
Identify & learn
9:30
Welcome!
Home
Woods
Trails
Identitree
More
Native
Trust
Wood
and
l
Our Mission
Learn more about who we are and what we can do together
Tap to see more
Our Woods
Tap to see more
See our woodland work!
Tie your shoes and explore a trail near you!
Enjoy pockets of nature
Tap to see more
Identify tree
Find a beautiful or majestic tree you’re curious about and take a photo!
Identify & learn
Welcome!
Home
Sites
Trails
Identitree
More
Native
Trust
Wood
and
l
Our Mission
Learn more about who we are and what we can do together
Tap to see more
Our sites
Tap to see more
Explore our woodland work!
Tie your shoes and find a trail near you!
Enjoy pockets of nature
Tap to see more
Identify tree
Find a beautiful or majestic tree you’re curious about and take a photo!
Identify & learn
9:30
Back
About us
Native
Trust
Wood
and
l
At Native Woodland Trust we are dedicated to saving the last of Ireland’s remaining ancient woodlands.
We work to protect, preserve & expand Ireland’s ancient and semi-natural woodlands along with increasing biodiversity.
Our mission
Support our work by donating a tree of choice or subsribing with a set amount each month
Support our work
Donate tree
Subscribe
Welcome!
Home
Woods
Trails
Identitree
More
Native
Trust
Wood
and
l
Our Mission
Learn more about who we are and what we can do together
Tap to see more
Our sites
Tap to see more
Explore our woodland work!
Tie your shoes and find a trail near you!
Enjoy pockets of nature
Tap to see more
Identify tree
Find a beautiful or majestic tree you’re curious about and take a photo!
Identify & learn
9:30
Back
About us
Native
Trust
Wood
and
l
At Native Woodland Trust we are dedicated to saving the last of Ireland’s remaining ancient woodlands.
We work to protect, preserve & expand Ireland’s ancient and semi-natural woodlands along with increasing biodiversity.
Our mission
Support our work by donating a tree of choice or subsribing with a set amount each month
Support our work
Donate tree
Support efforts
About: Replaced still image with informative video frame - satisfying Traditional Segment thirst for information without compromising scannability for Active Segment.
Site profile: Added clear location & distance indicators and doubled card padding from 4px to 8px to fix spatial friction.
Home
Sites
Trails
Identitree
More
9:30
Back
Tore Tang Grove
The legendary spelemann grove of Tore Tang - where wandering paths, moss-covered stones and woodland echoes invite serene exploration.
Native flora presence
Oak
Ash
Hazel
Rowan
Willow
Location
See trails
9:30
Back
Connaught, Ireland
Tore Tang Grove
The legendary spelemann grove of Tore Tang - where wandering paths, moss-covered stones and woodland echoes invite serene exploration.
Native flora presence
Oak
Ash
Hazel
Rowan
Willow
Location
See trails
Home
Woods
Trails
Identitree
More
Design System
Design System: Set up design system with user-verified assets.
