What it does
Watch Duty is a real-time wildfire information and alert system. Operating as a non-profit, it provides users with an interactive map to monitor active fires, track their perimeters, and receive timely notifications for specific areas. The app aggregates data from official sources and first responder communications to serve as a critical public safety tool for residents in fire-prone regions.
Where it shines
Watch Duty excels at providing dense, multi-layered information in a highly accessible format. The map is the heart of the app, and the comprehensive layers menu (01:30) allows users to toggle everything from active fire perimeters and satellite hotspots to live wildfire cameras and power outages. The app also delivers powerful, incident-specific detail. Tapping on a fire like the 'Riverbottom Fire' (02:48) brings up a dedicated panel with status, acreage, updates, and the crucial ability to enable notifications for that single event. Another standout feature is the integration of live camera feeds (03:23), which provides invaluable on-the-ground visual context during an incident.
UX highlights
- Trust-building first: The app immediately identifies itself as a non-profit (00:00), which builds user trust from the very first screen.
- Frictionless onboarding: No account is required to use the core features, allowing users to get immediate value by simply selecting counties to monitor (00:11).
- Granular controls: The layers menu is intelligently organized into 'General,' 'Weather,' and 'Professional' sections, accommodating both casual users and experts (01:40).
- Actionable information: Each incident view includes prominent 'Turn on Notifications' (02:58) and 'Share Incident' (03:01) buttons, encouraging proactive safety measures.
- Contextual education: Small tooltips, like the one explaining 'Forward Progress Stopped' (02:53), help demystify professional jargon for the general public.
- Clear iconography: A detailed legend (02:31) explains every symbol on the map, from fire containment levels to camera types, preventing user confusion.
Monetization & growth
The app's monetization strategy is built around its non-profit mission. Instead of a hard paywall, it uses a freemium model where critical safety features are free. A membership is framed as 'Supporting Our Mission' (01:56). This optional subscription unlocks advanced, professional-grade features like a firefighting flight tracker, alerts for more than four counties, and access to more detailed data layers. This approach aligns the business model with the user's desire to support a public good, likely increasing conversion from users who feel a connection to the cause.
Who it’s for
Watch Duty is designed for anyone living in or concerned about wildfire-prone areas, particularly in the American West. Its primary users are residents seeking timely and accurate safety alerts for their homes and communities. However, with its advanced data layers and detailed reporting, it also serves as a valuable tool for journalists, researchers, and first responders who need a comprehensive operational picture.
Notes & opportunities
The initial map view, with multiple layers enabled by default, can appear visually cluttered and overwhelming for a new user (02:28). It might be beneficial to start with a simpler default view and guide users through enabling additional layers. Additionally, while the app offers robust data, some pro features like 'Fire Progression Models' are marked as unavailable (03:14), which could be a point of confusion for paying members.