Stampede for Bees

Tools: Sketch, Adobe XD, Illustrator

Timeline: 2019.1 - 2019.4


The elephant in the room - the devastating loss of our planet’s wildlife is happening now. Traditional conservation organisations are typically hampered by problems of structure, bureaucracy, hierarchies, and slow decision making.

We created an online platform for millennium and gen z to take real actions to their local challenges that contribute to collective action and create a sustainable impact on wildlife conservation.

My role

We are a team of four and I designed the entire Stampede for Bees user interface. I also generated the research plan, conducted user interviews, including analyzing generative and evaluative research results and identifying key use cases and interaction flows.


Local hands, global change.

Stampede is an online platform for multiple local biodiversities that aims to push for policy change around single species.

The platform offers users an opportunity to take real actions that contribute to a collective impact and helps amplify the voices of small Non-governmental Organisations. These actions are then translated into evidence of measurable impact through the platform.

” How might we empower people to take action, and turn those actions into evidence that could affect policy change?”
Research Process

Primary research and case studies —— ” Policy change is one of the main driving forces that influence the survival of biodiversity. ”


After the first rounds of desk research and getting familiar with the complex structures and existing efforts and organisations in the world of conservation, we found that policy change is one of the main driving forces behind the survival of biodiversity. ​We analysis successful cases which create a huge impact on wildlife conservation field, and understand the stakeholders involved as public, local NGOs, and policymakers.

* Atlas of Biodiversity Risk. J.Settele, L. Penev, T. Georgiev, R.Grabaum, V.Grobelnik, V.Hammen, S.Klotz, M. Kotarac & I.Kuhn (Eds) (2010):

Expert interview —— Local NGO has the best knowledge of local issues

The expert interviews allowed us to gain valuable insights through conversations around the topics:

Challenges NGOs are facing; Traditional and modern-day activism; Policy change and advocacy within charities. These were turned into key insights and stakeholder maps. 

Insight from Public ——  Millennials and Generation Z willing to get their hands dirty

In order to know who is our target user, we conducted 20+ interview with people from 18 - 60 years old. We decided to choose millennials and Generation Z as the target group for the movement based on our findings. This audience is experiencing the momentum for change, receptive to disruption, living strong online lives. Behaviour change towards a more sustainable way to live is more possible when targeting a younger audience. We also designed a workshop to understand how to let younger generation engaging to the wildlife conservation, Based an all of the interviews and the workshop, we synthesised our findings into four archetypes, personalities of the future users of this service or participators in the movement.

Insights from policymakers (Expert interview)

Having looked at the NGOs who are struggling to reach the attention of the policymakers, we aimed our focus into looking at how that could be achieved. By conducting desk research and interviewing the policy expert of Oxfam, we identified the needs and pain points of policymakers as well.


Based on our client Stempede's capability which has a strong background in strategic communications and marketing. we decided to focus on mass mobilising the public and amplify their voices in a disruptive way to push policy change.

Insights synthesis

Public and people in power should work side by side towards a common goal

We believe that modern-day activism should not be about shouting and rioting in a traditional top-down model of expressing public opinion, but instead be a show of support through action. The model allows the public and the people in power to work side by side towards a common goal and removes the negative tension from between the parties.

How does it work?

Coalitions of NGOs 

Evidence experience to push for policy change 

Public actions to digital evidence

Designing and organising an evidence experience for policymakers to push for policy solutions

Forming a coalition of NGOs and helping them free of charge and using them as partners in determining the action plan for each mission

Providing a clear call for actions for the public to create instant impact and evidence

The public target groups


has a distrust of organisations and would rather do something themselves.


is the most active but needs a call for action. They could be the catalysts for a movement and get all the rest to participate.


wants to contribute and know more but has no idea how. 


would like to do something active alongside their friends but doesn’t want to be labelled an activist. 

What actions look like? 

To figure out what those actions mission would look like, we ideated a set of actions in an internal brainstorming session and voted for the best ones. Those were clustered into three different groups:

1. Learning 

2. Acting

3. Advocating

Key features

We designed the key pages of the online platform for the public and I make sure the design aligns with users needs and can attain the final goal of the project which is sustainable impacts on the conservation.

1. Make users feel their responsibility for local challenges around them 

2. Easy participated actions

3.The feeling of community and achievement

Online platform for public

Design goals

Project mission


Create sustainable impacts on the conservation field

Translate public actions to digital evidence

User flow


Find your local mission

Users can see all projects around the world within the platform, up to date actions being taken and the local missions they can participate in. 


Users need to find their local mission, learn about the situation of the species, and individual human level to spark emotion. Then users are able to start a mission.


Take action

Within the local mission, the users can choose actions which differ from species to Species.


Based on our 4 personas, we designed ways to allow every personality type to take action in their own ways within 3 categories: Learning acting and advocating.


Personal mission page

The user can complete three to become a defender of bees, all nine to become an ambassador. Users also can check their mission history and other people's stories.


To test the concept in real life and to make changes based on user feedback, we designed and conducted a prototype of a possible mission Stampede could do in the future. We choose bee as an example and the local issue in the UK because they are integral to our ecosystem. 

System map

To make Stampede a functional organisation, we designed the system around the platform. Stampede would be funded by grants and philanthropy and have a set of in-house and freelance employees.

As said, the NGOs would form a coalition under Stampede, Stampede would validate the issues and they would provide the contents for the mission page. Stampede would find funding for each mission to provide for actions.

What's next

We see that Stampede could run multiple missions at the same time in the UK and globally as an easily scalable template model. When taken global, international program offices in each country would have different variables, such as local political expertise.

Learnings and takeaways

With both my project and my time at RCA coming to an end, I think that this is one of (if not the most) meaningful projects I've worked on. Design for the policy change is a world that I previously had very little knowledge of, and discovered to be very rich. The stories I've heard and the people I've met (and even befriended) are truly inspiring, and I am extremely thankful to have the chance to learn from them. 

© 2020 by Ruotong Guan 

Please check my portfolio on the web if you want to know more, Thank you!