National Zoo Interactive
The app allows users to discover featured exhibits and shows, locate facility amenities and services, as well as plan their trip route and get accurate directions to their exhibit of choice. Additionally, it provides general information on the park as well as emergency services, giving the user peace of mind.
DESIGN PROCESS
UNDERSTANDING THE CLIENT
The best way to understand a client needs is with hands-on research and proactive design in development.
Several on-site visits were implimented to observe and record the Zoo's current state and reflect user needs. Interviews were conducted with Zoo staff as well as visitors to get first-hand insights on user experience and pain points.
Initial Take-Aways--
Unclear Signage: Although signs and maps were heavily displayed throughout the park, its design and iconography was near impossible to decode. Even staff members from the Visitor Center Help Desk were unable to clarify certain items on the official park map.
Poor Marketing: The Zoo currently sells physical maps at the park entrance for $5. It was noted that only 4/10 visitors would stop at the kiosk to contemplate purchasing a map, while only 1/10 of those who stopped would actually complete a transaction. The staff member at the kiosk commented that various coupons and promotions came along with the purchased map; however this message was not displayed anywhere in the park or on the kiosk itself.
Difficulty Navigating: Once on-site, it quickly became apparent that there was an issue with navigation. The posted signage seems to point one way towards an attraction that didn't exist or existed elsewhere within the park. Users were easily lost in their surroundings and unable to manage a clear path to specific destinations or exhibits. This is a huge concern from an emergency care stand point. In addition, restrooms as well as food service areas were hard to locate.
UNDERSTANDING THE USER
Preliminary screening surveys and user interviews were conducted amongst the target audience to guide in proactive design.
User testing allowed for specific design for specific user pain points. After several rounds of surveys, interviews, card sorts, and storyboards, the final list of application features included:
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USER PERSONAS
Specific personas were created to reflect the average zoo visitor and their needs and wants. These help the client connect with their target audience and understand the flow of design through a specific user journey portrayed via personal narratives.
IDEATIONS
Design studios were conducted in collaboration with other UX designers and tested with target audiences to find the most cohesive flow with the original mobile app.
ORIGINAL ICONOGRAPHY
The Zoo's current iconography were not at all cohesive or constructive. With National Zoo Interactive, 100% original icons were designed to help the user navigate within the application and its features.
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Current Zoo Icons
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Original NZI Icons
HIGH FIDELITY MOCK-UPS
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NATIONAL ZOO INTERACTIVE [CLICKABLE PROTOTYPE]
FUTURE ENHANCEMENTS
Gamification feature similar to Pokemon-Go
Photo/video capture and sharing
Discussion forum
Partnership and links with other Smithsonian Institutes