Building the Simply Wild App
Simply Wild is a mobile app that helps outdoor explorers identify and avoid dangerous wildlife. It uses geolocation and real-time data to keep users informed and safe. The goal was to design a tool that makes outdoor adventures safer and more confident through research, design, and development.
About the project
My role
UX Designer
Project duration
3 Months
Skills
Interactive prototyping
Product design
User research
Collaborators
The problem
Outdoor explorers often don’t have the tools or info they need to identify and avoid dangerous wildlife. Existing resources are hard to access, outdated, or unreliable. Simply Wild fills that gap with a user-friendly app that gives accurate, real-time info to help people stay safe and explore responsibly.
The goal
The goal was to design a mobile app that helps users identify dangerous wildlife in real time, reduce the risk of harmful encounters, and make outdoor exploration safer and more informed.
Research Summary
To better understand the needs of outdoor enthusiasts, I conducted both qualitative and quantitative research. This helped uncover real pain points and shape a product focused on safety, simplicity, and usefulness.
Qualitative Insights
Interviews with outdoor enthusiasts and wildlife experts revealed common concerns:
- Most users worry about encountering unfamiliar or dangerous animals.
- Parents emphasized the need for reliable safety info during family outings.
- Experts highlighted the gap in knowledge between humans and wildlife, pushing for more responsible exploration.
Quantitative Findings
Survey results backed up these concerns:
- 65.2% frequently encounter wildlife during outdoor activities.
- Only 37.6% feel confident identifying dangerous species.
- 76.1% find existing resources lacking in accurate, up-to-date info.
- 99% were interested in an app to help identify and avoid dangerous wildlife.
- 83.5% wanted real-time wildlife updates.
- 100% supported the idea of bridging the knowledge gap and encouraging responsible outdoor behaviour.
Pain points
Lack of Reliable Information
Most users don’t trust current resources to identify dangerous species. They’re often outdated, incomplete, or hard to access on the go.
Low Confidence in Identification
Only a small number of people feel sure about spotting harmful wildlife. Many admitted they wouldn’t know how to react in a real encounter.
No Real-Time Awareness
Users want live updates about nearby wildlife. Without them, they feel unprepared and at risk when heading into new areas.
Concern for Family Safety
Parents and group leaders worry about keeping others safe, especially kids, due to limited tools that help plan and react during wildlife encounters.
Persona
David
Age:
23
Occupation:
Student
Location:
Vancouver
"I love exploring new trails, but it’s hard to know which animals or plants might be dangerous, especially when I’m in another country."
About
David needs a simple way to identify dangerous wildlife while hiking abroad, because he's unfamiliar with local species and wants to stay safe while exploring nature.
Story
David is a nature lover who enjoys hiking and camping with his friends. He often travels to different countries during his summer breaks and wants to explore the wildlife. However, he is unfamiliar with the local plants and animals and needs an app that can provide accurate and up-to-date information on potential dangers.
Frustrations
Goals
David wants to feel confident exploring the outdoors by using a tool that helps him quickly identify dangerous wildlife and stay safe on his trips.
Journey map
This journey map outlines the key stages users go through when discovering and using the Simply Wild app. It captures their actions, thoughts, pain points, and emotional states, from first learning about the app to becoming confident, engaged users. These insights helped identify design opportunities and guide decisions that make the app more useful, trustworthy, and easy to use in real outdoor settings.
Digital wireframes
The wireframe laid out the basic structure: location at the top, category tabs, a scrollable list of wildlife info, and bottom navigation. The final design kept that layout but added personality with custom illustrations, a nature-themed header, and clearer calls to action—making it easier to scan, tap, and explore on the go.
This screen evolved from a simple list layout to a more engaging, visual experience that promotes sponsored outdoor adventures. Users can search by location and browse featured trips with special offers. The goal was to create a new revenue stream while helping users plan safer, curated nature experiences directly through the app.
Prototype
This user flow outlines the core experience for Simply Wild users, from onboarding to key features. New users can sign up via mobile or social accounts, followed by email confirmation.
Findings
About my findings
To better understand user behaviour, expectations, and needs, I conducted two rounds of research. Round 1 focused on validating the problem and identifying pain points. Round 2 tested early features and gathered feedback on usability and usefulness. These insights directly shaped the direction and priorities of the app.
Round 1 findings
1. Strong Interest in a Wildlife Safety App
- 99% of participants were interested in an app for identifying dangerous wildlife.
- 100% supported bridging the knowledge gap between people and wildlife.
2. Existing Tools Are Falling Short
- Only 23.9% found current resources effective.
- Users felt most tools were outdated, hard to use, or not relevant to their location.
3. Low Confidence Among Users
- Only 37.6% felt confident identifying dangerous species.
- 62.4% admitted to limited knowledge or uncertainty.
4. High Encounter Rate
- 65.2% reported frequent wildlife encounters.
- The rest encountered wildlife occasionally but still expressed concern.
Round 2 findings
1. Real-Time Data Was a Key Draw
- 83.5% said real-time wildlife updates would make them feel more prepared.
- Users appreciated the idea of location-based alerts.
2. Reporting Feature Needs to Be Fast
- Testers wanted a quick and easy way to report wildlife sightings.
- Some asked for auto-fill location or photo upload options.
3. Clarity of Navigation
- Users understood the flow from onboarding to core features.
- Minor confusion noted between “Plan” and “Home” tabs—users suggested clearer labels.
4. Trust in Content Is Critical
- Users want info verified by experts or local authorities.
- Some expressed concern over misinformation or user-submitted data without moderation.
Screens
