Denver Zoo: Redesign
Creating a flow that ensures a seamless booking process and organizes organization values.
The Run-Down
The Denver Zoo Conservation Alliance, is a non-profit organization that provides a multifaceted experience with a dedication to conservation efforts. They strive to engage audiences of all ages with their shared passion of connecting nature with curiosity.
This case study aims to improve the Denver Zoo’s online presence to accurately reflect their values, while giving zoo-goers an approachable way to plan their trip.
KC Yeneza, UX Designer
What I did in 4 months:
Researched similar organizations to understand efficient and educational methods in a website.
Conducted user-interviews to analyze issues within the current experience.
Designed a revised web-layout to address user concerns and define organization values.
Story
All adventures start with planning. The process of booking tickets should feel efficient and leave zoo-goers excited for their trip.
However, the Denver Zoo's current experience faces issues with outdated visuals and a time-consuming purchase flows, leaving customers discouraged.
Their desktop website required a shift towards an organized container for all of their information.
Getting to know our audience
Research Challenge: Each commerce website implements different features in hopes of creating an efficient experience for customers, while emphasizing company values.
Approach: To assess the value in upgrading the Denver Zoo’s website, I conducted a series of five user-tests. Further, I researched competing companies to determine possible features to enhance the experience.
Current Experience
Interview Requirements:
-Between 18-64 years old
-Has visited a zoo at least once
-Has made a purchase online in the last week
-No familial ties to moderator
What questions did the interview ask?
“What do you expect to happen if you click on “view calendar” under General Admission?”
“What, if anything is unclear or confusing?”
“What information, if any, is missing from this page?”
What our users had to say
Pain Points
-Long process to get tickets
-The calendar feature is confusing
-“Get tickets” on homepage lots of random info on the main page
-Left guessing on where in the purchase process they were
Through conducting these interviews, I found opportunities in updating the ticketing, time picker, and overall layout to give the website clarity.
Competitive analysis
I also found that a lot of the features on the Denver Zoo website and competitors shared a lot of similarities.
With the competitive research, I was surprised to see major companies making the process inefficient for customers.
"How Might We" statements
How might we use online platforms to make ticket purchasing more efficient?
How might we make customers feel confident using our website to purchase tickets?
How might we guide customers in navigating information on our website?
Finally I created a problem statement to contain my ideas.