Generalitat Valenciana

Designing a Natural Experience for a Digital World

Overview

Role:
Product Design (UX/UI)
Timeline:
16 weeks – 80+ hours

Tools used:
Figma

 

Context

The Generalitat Valenciana commissioned a digital product to promote and provide information about the national parks of the region, aiming to bring citizens and visitors closer to its natural heritage.

National parks are an essential part of the identity of the Valencian territory, not only for their environmental importance but also for their role in education, tourism, and sustainability awareness. However, much of the information about these parks was scattered across different channels, websites, and printed materials.

The Generalitat needed a centralized digital platform that would:

  • Gather and present updated, reliable information about the parks.
  • Encourage exploration and engagement with natural spaces.
  • Provide practical tools for visitors (maps, activities, visitor guidelines).
  • Strengthen its image as a government committed to sustainability and accessibility.
Process
I.Empathize
II.Define
III. Ideate
IV. Results

Empathize

Overview

  • Research
  • Benchmark

Research

Before designing the UI, a research phase was carried out to better understand the context of use, user needs, and digital benchmarks related to environmental apps. This included analyzing how citizens currently interact with information about national parks and what obstacles they face when trying to access it. The findings highlighted fragmentation of content, lack of intuitive digital resources, and the opportunity to create a centralized tool with a more user-friendly and inspiring interface.

Benchmark 

A benchmark study was conducted, reviewing both local and international apps focused on tourism, natural spaces, and sustainability (e.g., Spain’s National Parks app, U.S. National Park Service, and apps from organizations like WWF). The analysis revealed best practices in navigation, accessibility, and visual design, as well as gaps in user experience that fluit’s project for the Generalitat could improve upon.

Inspirational references included brands and design systems known for balancing institutional credibility with approachability and freshness, such as:

  • Airbnb (for intuitive flows and emphasis on exploration).
  • National Geographic (for its ability to connect users with nature through visual storytelling).
  • Material Design & GOV.UK Design System (for accessibility standards and consistency).

This mix of institutional rigor and user-centered inspiration served as a foundation to design an interface that is both functional and emotionally engaging.

I.Empathize
II.Define
III. Ideate
IV. Results

Define

Overview

  • Persona
  • Problem Statements

Persona

From the research, three main user profiles were defined:

  • Families and tourists → looking for accessible and practical information (opening hours, maps, activities).
  • Students and educators → using the app as a source of knowledge for environmental education.
  • Nature enthusiasts and hikers → seeking more detailed content such as routes, biodiversity, and updates on park activities.

These personas guided the priorities of the design, ensuring that the app would serve both casual visitors and expert users with equal clarity.

Problem Statements

Design the UI from scratch, ensuring that the application reflects both the institutional credibility of the Generalitat and the emotional appeal of nature exploration. The interface needed to be:

  • Visually engaging but consistent with government identity.
  • Usable for a broad audience, from families and tourists to educators and environmental enthusiasts.
  • Scalable and adaptable for future updates and new content.

 

I.Empathize
II.Define
III. Ideate
IV. Results

Ideate

Overview

  • Research
  • Flowchart

Ideation

Solution: The design process was guided by five main pillars:

I. Visual identity system – definition of typography, colors, icons, and components inspired by nature while remaining aligned with institutional branding.

II. Navigation and information architecture – intuitive flows for accessing park details, events, activities, and practical information.

III. Interaction design – microinteractions and layout patterns that make exploration simple, clear, and enjoyable.

IV. Accessibility – ensuring readability, color contrast, and usability standards for all audiences.

V. Scalability – templates and modular layouts to support future expansion of content.

Flowchart

I.Empathize
II.Define
III. Ideate
IV. Results

Results

Overview

  • Final Design

Final Design

The UI combines clean, structured layouts with natural-inspired colors and iconography, achieving a balance between institutional rigor and visual freshness.
Expected impact: improved user satisfaction, increased engagement with national park information, and reinforcement of the Generalitat’s role in promoting environmental awareness.