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Ocean Wise
Web App
2024
Shoreline Cleanup: Mobilizing 36,000+ volunteers to remove 67,000+ kg of waste
Scope of Work
Empowering communities for global conservation impact
The Ocean Wise Shoreline Cleanup program began as a grassroots initiative in 1994 and has grown into one of Canada’s largest conservation programs, mobilizing tens of thousands of volunteers to remove waste from shorelines. The Shoreline Champions program expands this impact by engaging businesses in meaningful environmental action, combining team-building with measurable conservation outcomes. The platform centralizes cleanup event management, participation, and impact tracking, enabling communities to take collective action to protect ecosystems.
Frameworks
Stakeholder interviews, persona development, workflow mapping, MVP prioritization, north star metric definition
Team
Product Manager & Designer, 8 Developers, QA, Salesforce Developer, Business Analyst
My Role
Product Strategist
The Problem
Manual processes limited reach and impact
Cleanup management relied on fragmented spreadsheets and highly manual workflows. Coordinating events, tracking participants, and reporting impact required multiple staff, slowing operations and reducing partner engagement. Outcome reporting was inconsistent, leading to one-off participation rather than sustained B2B or community involvement. These inefficiencies limited scalability and the visibility of measurable conservation impact.
Key Insights
Streamlined tools increase engagement and impact
Stakeholder interviews revealed that volunteers are motivated by meaningful participation but disengage from cumbersome data reporting. Businesses require clear impact metrics to justify ongoing involvement. Digitizing event management, simplifying participant workflows, and providing real-time feedback are critical to sustaining engagement and expanding the program globally.
Key Objectives
Increase volunteer participation and measurable cleanup impact
Enable effortless event creation and participation, centralize impact data, and provide transparent reporting dashboards to drive sustained volunteer engagement, partner retention, and environmental outcomes.
Solution A
Streamlined cleanup participation flows for B2C and B2B users, enabling quick registration, sign-ups, and event management
Solution B
Real-time digital tracking of collected waste using data cards, allowing participants and organizers to monitor progress instantly
Solution C
Intuitive dashboards displaying total waste collected, participants, waste composition, and individual impact to foster transparency and motivation
Solution D
Empowered community leadership, allowing businesses and volunteers to organize and lead cleanup events while maintaining impact reporting and data integrity
Impact
Massive environmental and community outcomes
The Shoreline Cleanup program engages thousands of volunteers and partners globally, resulting in hundreds of annual cleanups, tens of thousands of kilograms of waste removed, and measurable community engagement. Digital tools improved event coordination, reporting speed, and visibility, making conservation action more accessible and impactful.
Key Takeaway
Massive environmental and community outcomes
The Shoreline Cleanup program engages thousands of volunteers and partners globally, resulting in hundreds of annual cleanups, tens of thousands of kilograms of waste removed, and measurable community engagement. Digital tools improved event coordination, reporting speed, and visibility, making conservation action more accessible and impactful.
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