Metro Zoo
Mobile App Concept
OVERVIEW
Metro Zoo is a concept app for a zoo theme park. The UI & UX design focused on improving the customer experience for visitors.
Design Direction
Based off user research I conducted, one of the largest visitor pain points was not having knowledge of exhibit closures ahead of their planned visit.
Because of the factors that went into planning a visit to the zoo like taking time off from work, scheduling with multiple family members or friends, driving distances, and paying for tickets and parking. Visitors needed to feel informed before allocating time and money towards an event.
The digital experience also needed to feel exciting, adventurous and fun in anticipation for the real, physical zoo experience.
Site Map & User Flow
This site map provides a high-level overview of the app’s sections. Covering planning your visit or “adventure”, exhibit closures, attractions, conservation efforts, memberships, and logins/sign-ups for new and returning visitors.
The user flow above covers a basic beginning-to-end for booking a zoo trip. Along with sketches created to map out lo-fidelity wireframes.
Medium-Fidelity Wireframes with Usability Testing Improvements
The wireframes, built in Figma, show pages that cover the booking process. Micro interactions include the main menu, dropdown menu, toggles, and credit card input fields.
High Fidelity Prototype
The prototype goal was to give users an easy yet fun booking experience. By supplying relevant information before they make a purchase and creating a smooth check out process, it provided a positive experience for customers before they step inside the zoo.
I also built a simple design system with accessible colors and varying font sizes to simplify and highlight information such as Exhibit Closures to cover one of the major user pain points.
User Research
Alicia was created as a User Persona to highlight the challenges and frustrations of booking a visit to the zoo. As a working mom, time is tight and budget is even tighter, so booking an experience should be easy and seamless for her.
Empathy & Journey Mapping
Empathy and journey mapping helped identify what key issues needed to be improved in the current process that leaves Alicia frustrated and unsure of her purchase.
