UX Case Study
Zoo Atlanta App
Estimated 20 min
A digital solution for zoo-goers
The Zoo Atlanta App presents a modernized visitor experience for this 130-year-old Atlanta institution. Features include: ticket and membership purchase, parking reservation for members, zoo navigation and educational content.
Problem
Zoo Atlanta is over 100 years old. Through the many years, it has developed in a haphazard way. Parking is a constant problem and visitors often get lost in the zoo. There is no app to support the zoo experience.
Solution
Offer a way for users to easily purchase tickets or membership and navigate the Zoo with maps or kid-friendly educational material.
Challenge
Work with a team of four UX designers in a two-week sprint to create an app-based MVP prototype to extend the Zoo Atlanta experience.
Research
Survey
40 Survey Respondents
Demographic Information
User Behaviors
Stakeholder Interview
30 Minute Phone Interview WIth 2 Zoo Atlanta Stakeholders
In this 30 minute phone interview, two Zoo Atlanta employees revealed:
Institutional interest in creating an app
Development of zoo’s winding pathways
Zoo’s target audience
Q. Does the Zoo have any plans to build an app?
We don’t currently have an app, but the idea comes up about once a month. No one knows what they want from it, but whatever the solution is, it needs to be sold to members first.
Q. Any thoughts you can share about what caused the confusing layout of the Zoo?
The zoo is over 100 years old and was last re-done in 1986. Exhibits are placed within the zoo wherever they can fit. The Zoo’s “master plan” gets changed regularly.
Q. What can you tell me about your demographics and target audience?
Stroller moms are the number one demographic. We also target teachers and other educators.
User Interviews
Key Quotes From 30 Minute Interviews With 7 Users
User Interviews revealed opportunities to improve the Zoo experience:
A digital map to simplify navigation
A solution to the congested parking lot
Zoo-goers need a compelling reason to download an app
Q. How do you usually navigate the Zoo?
The zoo is relatively complicated to navigate, somehow I can never find the gorillas.
Q. Describe a time you felt frustrated at the zoo.
Parking is always a bear at the zoo.
Q. If Zoo Atlanta created an app, would you be willing to install it?
I don’t tend to like single use apps. I download them and delete them as needed. If it’s small and functional I’ll keep it.
I would need a really compelling reason to download it. It would need to add value to the trip.
Affinity Mapping
Grouping Insights From 7 User Interviews
After grouping the various data into categories, we were able to identify some main features:
Online Ticket Purchase
Manage Membership Account
Parking Solution
Digital Maps / Navigation
Kid-Friendly Feature
Persona
Survey and Interview Information Revealed Similar Goals and Opportunities Across Users.
Karen
Age: 35
Occupation: Homemaker
Status: Married
Location: Candler Park, Atlanta, GA
GOALS
Take Kids on a Fun Outing at the Zoo
Easy Navigation to Zoo Attractions
FRUSTRATIONS
Parking
Keeping Up With a Paper Map
OPPORTUNITIES
Free Unlimited Zoo Entry with Membership
Digital Map
Parking Solution
BIO
Karen is a stay at home mother of two who is always on the lookout for fun places to take her kids. She likes to use technology to keep her family organized.
Ideation
Sketches
Home Screen
The home page displays a clean and simple modular approach to clearly present all app features. The Digital Map is a large button located at the bottom of the screen, making it easy to access with the thumb while holding the phone in one hand.
Initial Sketches Based on User Research and Analysis of Similar Apps
The Sketches are based on an iPhone X template to design a solution for modern devices. The visual-forward composition mirrors that of similar apps..
User Journey Map
Karen’s Journey
Mid-Fidelity Wireframes
Mid-Fidelity Wireframes for Membership Sign Up and Parking Reservation
Iteration
Prototype Iterations
Changes to the Member Parking Feature Based on Usability Testing
Testing revealed that selecting an individual parking space (see Version 1 & 2) was not only confusing to users but also not feasible from an operations perspective.
Solution
High-Fidelity Comps
High Fidelity Prototype
High-Fidelity Prototype Showing
Basic Features
Membership Sign Up
Unlocking and Creating a Parking Reservation
Results
Summary
The Zoo Atlanta App Presents a Modernized Visitor Experience for This 130-Year-Old Atlanta Institution.
The solution offers compelling reasons to download and keep the app:
App allows online membership sign up
Membership gives access to reserved parking
Modernizes the Zoo experience with a digital map
Next Steps
Change parking solution into a bookable Zoo Valet service
Simplify the reservation process to only require arrival time selection
Reconfigure the app to allow members to request that the Zoo Valet retrieves their car before they exit the Zoo
Develop a wearable component for app reminders
Case Study Designed by Keeley Stitt
Project By: Keeley Stitt, Matthew Shelton, Amanda Powell, and William Buckmaster