Zoo Atlanta
Map and Search Application
Roles: Researcher, Data Analyst, User Screener, Graphic Designer, Visual Designer, and User Experience Designer
Date / Time: Four Weeks. September 2019 – November 2019
Tools: Adobe XD, Adobe Illustrator, Adobe Photoshop, Miro and Mobbin
The Challenge
Throughout the Zoo there are animals, facilities, and pathways that aim to direct guests to where they need to go. Here are the statistics; In 2018 there were 856,441 guests, 2017 there were 945,408 guests, and 2016 there were 997,976. 856,441 guests require a map to navigate the Zoo.
The Zoo itself hands out a paper map with a schedule for the Zoo. Essentially over one million sheets of paper must be printed in order for enough maps to be distributed for the Zoo. That is a great amount of paper. If the Zoo aims to keep in line of keeping itself in the views of conservation of animals and the earth, a digital solution can help cut the amount of paper waste that occurs at the Zoo.
Discovery & Research Analysis
The movie Rampage had made a significant influence in the revenue increase from $29,580,879 in 2016 to $40,794,891 in 2017. This is an increase of $11,214,012 or an over 138% increase. The zoo was only closed for two days for that event.
In 2018 there were 856,441 guests, 2017 there were 945,408 guests, and 2016 there were 997,976.
Number of Volunteers in 2018 were 837, in 2017 490, and in 2016 there were 860.
Number of species in collection 2016 were 260, in 2017 there were 248, and then 2018 there were 241.
In the last couple of years there has been a small decrease of species.
A recent building project in 2018 for the Savannah Hall. It is a renovation project of the Cyclorama Building. This was most likely possible from the increase in revenue from 2017.
There has been a gradual increase of Revenue and Expense from 2014 to 2017. 2017 is an anomaly but is a case of finding outside contribution for revenue.
Field Research
I conducted field research for near a week at the Zoo. For 5 days I experienced the Zoo as a guest. Interviews and quality assessments were made through this stage of the research.
Most destinations nearer to the front of the Zoo are more developed compared to the deeper end of the Zoo. The new addition of the African Savannah and the Slimy Scaly Spectacular are great modern experiences for the Zoo.
Other areas of the Zoo are not as maintained or recognizable.
Customer Personas
Hugh Saturation
Age: 31
Job / Occupation: Event Planner
Goal: Finding an area for team building
Hugh is looking for a private team building event dealing with nature. The Zoo is a local area located north of Atlanta which is perfect for most of the company’s employees and travel time. The Ford Pavilion is a large area for the needs of the team building event.
Eleanor Skinner
Age: 52
Job / Occupation: Nany / Baby Sitter
Goal: Having a nice walk and picnic
Eleanor is a yearly member of the Zoo and uses her membership to go on walks through the Zoo with the children she watches.
Natalya Norman
Age: 10
Job / Occupation: Elementary Student
Goal: Finding the Pandas
Coming to the Zoo by field trip, Natalya is excited to come see the Pandas. Like other children, she is coming to the Zoo to learn about how conservation efforts are helping keep animals like Pandas from being endangered. In order to find the Pandas, she is offered a map, a phone application, and a directory that makes it easy for her to find the Pandas.
Concepts & Insights
Make an accessible interface for zoo visitors
By providing a design that is minimal, users can recognize where in the zoo they are
Provide information for users quickly
Presenting information to users quickly can save time so that they can get back to experiencing the zoo.
Users want to find their destinations
Creating design flows and tools to let users achieve their goals.
Sketches & Ideation
Early field notes and sketches. Iconography, buttons, typography, and screen layouts.
Research Site Map recreated on digital illustration to help visualize the data.
Flow chart defining user flow for the application
Prototyping
The early lo-fi prototype focused on creating a way to teach users to navigating the application. Users would be able to tap on the animal icon and obtain more information. A temporary map was developed.
Validation, Usability, Feedback
Usability
Created a structure to organize usability studies. Conducted usability studies with users to test prototypes.
Feedback
“I don’t really need to see a way to use the app. I just want to find where I want to go.” – From a participant that just wanted to find the elephants.
“Where is everything? What do the pictures mean?” – From a participant that expressed frustration about the usability.
Insights
Conducting the low-fidelity designs gave more information regarding the flow of the design. Insights gained are relatively about a lack of user control. By providing more noticable buttons, the experience can be improved.
Style Guide
Colors
Fonts
- Informal 011 BT
- Roboto, Regular, Medium, Bold, Black
Designing the Icons
It was important to capture the general outline and shape of the animals. Some details were left to help distinct a few animals from others.
Finalized Zoo Map
Iteration
With the insights, feedback, and usability a new iteration of the Zoo Atlanta Map included an optimized flow for users, screen reduction, direct buttons, increased legibility, color changes, and improved layouts.
High-Fidelity Prototype
Experience the design on Adobe XD
Solution & Impact
The Zoo Atlanta Map application would provide a digital solution to the issues that revolve around paper waste and the overall user experience at Zoo Atlanta. The large impact on the cost of printing and a goal towards a green initiative would benefit the Zoo. Guests and visitors will appreciate a new step to helping their environment, city, and neighbor.
