Our Saimaa Sel LIFE project is led by Metsähallitus and funded by the European Union’s LIFE Programme. The project supports the protection of the endangered Saimaa ringed seal by, for example, testing alternative nesting methods to help the species adapt to climate change, and by developing new population monitoring techniques. It also aims to raise awareness and increase public support for protection efforts.
“The project ran smoothly from start to finish. Hurja’s creative and skilled team helped bring our ideas to life in an excellent way.”
Jari Ilmonen, Project Manager, Metsähallitus
“This AR project was a completely new initiative for us. Metsähallitus had never done anything like it before. The collaboration with Hurja was successful and flexible, and we learned a lot along the way. The end result followed the project plan exactly as we had hoped.”
Ilona Karjalainen, Communications Coordinator, Metsähallitus
One of the objectives of Metsähallitus’ LIFE project was to increase the distribution of Saimaa ringed seal protection knowledge across the Saimaa region via tourism companies. The project aimed to install AR elements at seal information points located in seven different businesses in the area. The goal was to offer travelers an easy way to learn about the Saimaa ringed seal and its protection, thereby raising awareness of this endangered species.
Metsähallitus specifically wanted a web-based AR 3D map that wouldn’t require downloading a separate app but would instead be easily accessible through the traveler’s own smartphone. The goal of using AR technology was to provide an interactive and visual way to learn—something more impactful than traditional text-based bulletins or info boards. Ultimately, this would help increase acceptance of protection measures and lead to better protection of the seal’s natural habitat.
The project resulted in a web-based AR 3D map offering tourists an easy way to explore the Saimaa ringed seal and its environment. A2-sized physical trigger images were delivered to the tourism businesses, each featuring a QR code that leads to the website norpanvesilla.fi. On the site, users scan the trigger image using their phone’s camera, which opens up the interactive AR experience that presents information about the seal’s habitat and related protection measures.
In the early stages of the project, a key narrative angle was chosen: the coexistence of people and the Saimaa ringed seal. The application was designed to educate users on the life of the seal and how people can take its needs into account throughout different seasons. The AR experience was implemented as a seasonal calendar divided into four sections, each representing a season. Every section included season-specific 3D models (such as people, boats, cottages, and tents) and additional visual content including text, audio clips, images, and videos.
The app was designed primarily for mobile use with the physical trigger image, but it can also be tested without the image on the norpanvesilla.fi website by clicking the 3D button in the bottom-right corner. A camera-enabled device is required for this functionality. Try it here: norpanvesilla.fi!
At the beginning of the implementation, the trigger image was designed to align visually with the web application. This marker served as the entry point to the 3D seasonal map. After scanning the image, the map opens and allows users to explore the different seasons and the content associated with each one. To enhance the experience, each season also includes a Saimaa seal animation appropriate for the time of year.
In the project’s kickoff meeting, we reviewed key details and potential approaches for implementation. The project was carried out using agile development methods, and regular check-in sessions were held with the client throughout the process.
A shared FigJam board was used, allowing both the Hurja team and the client team to add comments, notes, and materials in real time. The client was able to start testing the implementation early on, as small, functional parts of the solution were delivered regularly throughout the project for review and feedback.
During the kickoff, we also agreed on the general structure of the web application. From there, we proceeded sprint by sprint, diving deeper into the technical and content details.
The first step was to create a so-called “walking skeleton” — a minimal version with the core functionality: language selection, usage instructions, trigger image scanning and displaying the 3D model.
Each subsequent sprint focused on adding features and refining the experience. These included:
From the very beginning, we tested the solution on both new and older devices to ensure smooth performance on typical hardware.
To make the AR application usable for as many people as possible, we ensured accessibility was built in from the start — even for users who rely on assistive technologies such as screen readers or keyboard navigation.
Since most AR implementations lack ready-made accessibility features, we at Hurja paid special attention to this area. We made the application easier to navigate by adding shortcut keys and clear controls for moving between views, so the experience would be fully usable via buttons as well.
Because of the visual nature of the AR environment, it was crucial that screen readers could describe what was happening and that all images had descriptive alt texts to inform visually impaired users of their content in a meaningful way.
The AR application gives tourists — and anyone interested — the opportunity to learn about the Saimaa ringed seal and its habitat in an interactive and visual way. It helps users understand how they can protect the seal and its environment throughout the different seasons. With the help of 3D models and other content, users can virtually experience what it’s like to live alongside the Saimaa ringed seal. This raises awareness and encourages users to make more responsible choices to protect the species.
The app supports protection work in many ways:
By using augmented reality, the app becomes a powerful tool for advancing the project’s goals. It offers users an immersive, visual, and interactive way to explore the seal’s habitat and life. It also enables participation — showing how individuals can support the protection of the Saimaa ringed seal and how the species influences its surrounding ecosystem.
The application increases both understanding and impact — which is essential for the future of the seal and the biodiversity of Finnish nature.