Client Context
Danmarks Naturfredningsforening is Denmark's largest nature organisation, dedicated to protecting biodiversity and strengthening people's connection to the outdoors. VILD is a new initiative aiming to get the next generation outdoors.
Problem & User Perspective
Despite growing awareness of nature's benefits, many families spend most of their time indoors — and lack the confidence or know-how to explore nature.
The more we understand nature, the more we enjoy it and want to protect it.
Research Insights & Opportunities
VILD combines technology with real-world nature experiences to make outdoor exploration accessible and engaging for children and parents alike.
Families participate as a unit through playful challenges, earning badges and rewards that motivate learning and discovery. The platform encourages healthy habits and a deeper understanding of our environment.
Following a Google design sprint, I explored and iterated on key user flows including onboarding, activity registration, and reward tracking.
Early user testing helped ensure that the design was intuitive, meaningful, and reliable. Although the concept aims to encourage children to spend time in nature, the experience is facilitated by their parents through the digital product. The site was later brought to life in Webflow.
I recomposed the existing visual identity to create a refreshed direction for communication materials and digital platforms. I also defined a photographic direction, supported by AI to produce fast, tailored imagery.
In parallel, I explored the verbal identity and communicated the concept's goal with an actionable headline: “Lær naturen at kende – og se verden spire.” (“Learn to know nature – and watch the world grow.”)
