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Shoreline Cleanup: 1,600+ Events and 67,000+ Kg of Trash Removed, Thanks to 36,000+ Volunteers
Ocean Wise
2023
Non-Profit Organization
Empowering Communities for Global Conservation Impact
The Ocean Wise Shoreline Cleanup began in 1994 as a grassroots effort in Vancouver and has since grown into one of Canada’s largest conservation programs, expanding globally by 2020. With thousands of volunteers tackling waste and protecting ecosystems, it connects communities with nature. The Shoreline Champions program builds on this success, offering businesses an engaging way to combine team-building with impactful environmental action.
Framing the Problem
Database management was fragmented across siloed spreadsheets, creating inefficiencies and limiting collaboration. Delivering services required highly manual processes, often involving multiple employees just to facilitate a single cleanup event. Partners struggled to see the value, as quantifiable outcomes like cleanup summaries were inconsistent or delayed. As a result, many B2B partnerships were short-lived, with most engaging in only one-off events rather than committing to comprehensive cleanup packages.
Laying a Foundation
To kick off the redesign of the B2B Shoreline Champion program, we conducted stakeholder interviews to deeply understand their workflows, motivations, and challenges. Through this, we identified key personas and pain points that shaped the program's direction. Collaborative whiteboard sessions followed, where we mapped out user flows and scenarios, prioritizing the MVP features to streamline cleanup coordination. Finally, we established north star metrics—scheduled cleanups, completed events, and garbage collected—to measure success and drive program impact.
Data Driven Solutions
We designed intuitive flows enabling businesses and individuals to effortlessly join cleanup events through streamlined applications and sign-up steps. Our solution included a rudimentary dashboard that displayed key metrics, such as waste collected, total participants, waste composition, and individual impact, fostering a sense of achievement and transparency. Additionally, we empowered B2B2C users to organize and lead their own cleanup events. On event days, participants could track progress in real-time, logging collected waste using digital data cards for accurate and impactful reporting.
Streamlined Participation Flows: Designed intuitive application and sign-up processes, enabling businesses and individuals to join cleanup events with ease.
Impact Dashboard: Developed a simple dashboard displaying key metrics, such as waste collected, total participants, waste composition, and individual impact, to promote transparency and engagement.
Empowered Community Leadership: Enabled B2B2C users to organize and lead their own cleanup events, fostering community involvement and ownership.
Real-Time Waste Tracking: Created digital data cards for participants to log collected waste during events, allowing for real-time progress tracking and accurate impact reporting.
Measurable Learnings
Each year, the Shoreline Cleanup program engages thousands of dedicated volunteers across the globe, mobilizing communities to tackle the pressing issue of ocean pollution. With hundreds of cleanups happening annually, participants collectively remove massive amounts of waste from shorelines, helping to protect vital ecosystems and preserve natural habitats.
While the impact of these efforts is monumental—spanning thousands of kilometers of cleaned shorelines—one consistent challenge has emerged: participants are deeply motivated by the act of cleaning up but often find updating their data cards less compelling. This insight highlights the need for innovative solutions that balance meaningful action with accessible data reporting, ensuring the program’s continued success and long-term impact.
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