Redesigning every touchpoint.
The project was not solely about delivering a wildlife exploration kit for children, it was a strategy of how to engage kids, gardeners and, most importantly, farmers. A strategic model (above) illustrates how Flutter takes a holistic approach by looking at each aspect of butterfly conservation as part of a whole.
The components of the kit (the viewer and cup, the satchel, the logbook and the trail signpost) all came from ideas to make recording caterpillars and butterflies easier and more enjoyable, which were validated by experts from the Butterfly Conservation Trust. In developing the viewer, quick and dirty prototypes were put in the hands of kids to see their reactions and understand how to communicate the product’s use through form and detailing.
The process of figuring out how to better engage farmers involved storyboarding and drafting how these stakeholders would interact with Flutter, particularly the website. It also involved prototyping some campaign messages and testing them with farmers at farmers’ markets.