MyFarm
The brief
The National Trust approached Public Zone with a revolutionary idea to give an exclusive, behind-the-scenes insight into the workings of its 1,200 acre organic farm at the Wimpole estate near Cambridge.
By recruiting 10,000 people from around the world to discuss and vote on real-world operational farm decisions, the National Trust hope to reconnect people with food production processes and the environment.
Our approach
We undertook extensive desktop research and depth interviews with the target audience to understand online destinations and behaviours of people interested in food provenance.
The results informed our designs for the ‘My Farm’ site, in particular the voting and discussion functions. We invited potential ‘farmers’ in to see us and test our designs, before revising them and putting the site into development.
The result
We have branded, designed and built a rich and engaging platform for the project, which will evolve whilst Farmers debate and vote on the regular issues put to them by Wimpole Farm Manager Richard Morris, and community manager Scott Cridland-Smith.
To maximise the educational potential of the project, the site will be content-rich, featuring farm webcams, live webchats and video updates, whilst conforming to Web Content Accessibility Guidelines 2.0 AA standards.
