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Message Reference Design for AskNature.org Biomimicry — an emerging science that imitates Mother Nature’s patterns and strategies — has provided researchers, business people, and others with 3.8 billion years of inspiration and methods for developing solutions to human problems. At the forefront of this movement is The Biomimicry Institute, a nonprofit dedicated to growing a global community of people looking to nature’s innovation when designing sustainable products and services. Eager to expand out its online efforts, The Biomimicry Institute came to IDEO for the design of an open-source portal that would spark conversations, create a community of users, and provide education and inspiration about the application of biomimicry. Working closely with the institute, IDEO created several user experience concepts to access functionality strategies and to better showcase the site’s database of more than 2 million species associated with biological strategies. IDEO tested concepts with individuals from a variety of professional backgrounds, and continually incorporated feedback into the interaction design of the site. The result is asknature.org, an inspiration and information source that appeals to a large biomimicry community, from biologists, chemists, and engineers to designers, architects, and simply curious people. The unique browse function introduces concepts and presents actionable strategies using a three-tiered menu navigation. As a user browses, terms and concepts are broken down from strategies, products, and people to actionable entries. The search feature is intuitive, and suggests terms in real-time, drawing from the website’s content, as well as third-party sources. Lastly, the concept of asknature.org is biomimetic itself – functioning like a beehive, built on collaboration and productivity. AskNature.org was launched at the 2008 Greenbuild International Conference and Expo by Janine Benyus, author and Biomimicry Institute president. http://www.ideo.com/work/reference-design-for-asknatureorg-website-portal/