Veolia’s foundation approached us to revitalize their long-running program “Vraťme vodu přírodě” (Return Water to Nature) - a nationwide initiative supporting the restoration of wetlands across the Czech Republic.
In partnership with the Czech Union for Nature Conservation, the program had already helped protect over 60 hectares of wetlands. Impressive - but still flying a little under the radar.
The digital presence was kind of like a charity shop with no story: you could buy stuff, but didn’t really feel the magic or connection. People were scrolling but not signing up, donating or volunteering.
Our goal
To bring the mission back to life - by clarifying the program’s purpose, building emotional connection and expanding ways for people to get involved: through donations, volunteering, school projects, or corporate support.
My role as Senior UX Designer
Throughout the project, I contributed across several key areas:
Participated in conducting user interviews
Co-created a trend report on environmental programs in CZ and abroad
Dived into data analytics (Smartlook, GA) to identify patterns
Co-created problem-opportunity maps to frame insights
Facilitated an ideation workshop team using HMW techniques
Designed and delivered UX&UI wireframes
Aligned stakeholders through presentations and statuses
Discovery: Understanding the people and the problem
We began with deep user research - including interviews with Veolia stakeholders, donors, corporate partners, teachers and public. Main pillars we focused on during the project:
How do we get the public truly engaged?
How can we boost e-shop sales (beyond just selling stuff)?
How do we build stronger partnerships?
How can the program communicate its mission clearly and emotionally?
Main research questions
What do people really think about wetland restoration?
What drives them to participate or donate?
Where do they lose interest along the way?
How can we spark curiosity in kids and teachers?
What we learned
The current messaging isn’t memorable or inspiring. People weren’t quite sure what Veolia was doing or why it mattered.
Local branches do great work, but it felt like stories and impact were scattered.
People want more ways to help than just throwing money at the cause. Volunteering, school projects, events - they want options.
Wetlands feel a bit “out there”. Most people don’t encounter them day-to-day, so it’s hard to relate.
E-shop specific insights
The product range was selling “stuff,” not feelings or impact.
People want to help, but aren’t clear on what their money actually does.
Animals like frogs and dragonflies connect better than vague watery landscapes.
The shop felt like just another charity store - lacking mission and story.
Ideation workshop: Personas my team focused on (one of three teams during the workshop)
“Buy good, do good”
Wants to make a positive impact with ease
Craves authenticity and emotional return
Feels guilty about sustainability but hates being guilt-tripped
“Corporate gift buyer”
Needs a smooth ordering experience
Wants fresh, meaningful gifts each year
Avoids complexity and repetitive options
These personas shaped our design and messaging priorities.
Concept development & Prototyping
We created over 21 early concepts, narrowing down to 10 master concepts after rounds of testing, such as:
“Building wetlands to fight droughts and floods”
“Open wetlands day” - immersive public education
“Honey team-building” - eco experiences for companies
“Create a wetland in a jar” - DIY kits for schools and families
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