THE PROBLEM
Edinburgh Zoo faced intensified competition and the post-pandemic decline in visitors and funding. The challenge was to design a collaborative solution to enhance the zoo experience, fundraising, and animal welfare.
The main problem we tackled at Edinburgh Zoo was dealing with more competition and the aftermath of the pandemic, affecting visitors and funds. The design challenge was about working together as a diverse team with different ideas. Our journey, as shown in the timeline, involved finding common ground amidst varied opinions.
Our team, made up of different folks, had a mix of skills that helped us handle the complex issues. Even with different views, we kept our eyes on the main goal: coming up with a solution that makes the zoo experience better, raises more funds, and keeps the animals happy. It was more than just technical problem-solving; it was about finding a creative and inclusive solution to Edinburgh Zoo's bigger challenge.
HIGH LEVEL TIMELINE
6-Week Expedition: Overcoming Challenges
MAKE OF THE TEAM
Diverse team: graphics, UI, UX, content writing, and research skills collaborated.
KEY GOAL
Revitalize zoo experience, boost funds, prioritize animal welfare.
MY ROLE
As the Lead Product Designer & Researcher, I guided the team's creative journey, ensuring user-centric solutions.
I spearheaded the design strategy, ensuring seamless collaboration among team members specializing in graphics, UI, UX, content writing, and research. My role involved guiding the team through the intricacies of product design, emphasizing user-centric solutions, and aligning our efforts with the overarching goal of enhancing the Edinburgh Zoo experience.
As the product lead, my responsibilities encompassed steering the team toward a cohesive vision, fostering innovation, and ensuring that each team member's unique skills contributed effectively. I prioritized open communication and collaboration, allowing diverse perspectives to converge in crafting a holistic design solution for Edinburgh Zoo's challenges.
UNDERSTANDING THE USER
THE DESIGN THINKING APPROACH IS A USER-CENTERED, ITERATIVE PROBLEM-SOLVING PROCESS THAT FOCUSES ON EMPATHY, IDEATION, PROTOTYPING, AND TESTING
Throughout the design process, we recognized the importance of adopting a user-centered approach that balances the needs of visitors, staff, and management. As such, we employed a mixed-methods approach that incorporated both quantitative and qualitative data collection methods, including literature reviews, interviews, and observations. This approach allowed us to gain insights into visitor behavior, experiences, and attitudes towards the zoo and its services, as well as best practices and trends in the use of digital platforms for tourism and fundraising.
We also utilized the design thinking approach, which is a user-centered, iterative problem-solving process that focuses on empathy, ideation, prototyping, and testing. We chose this approach because it allowed us to empathize with the needs and experiences of the visitors, stakeholders, and the zoo itself. By prioritizing empathy, we were able to identify key issues and develop solutions that were grounded in the needs of our users.
Persona guides empathy-driven design choices
Personas are the cornerstone of design, serving as human anchors. By delving into users' perspectives, we ignite innovation and craft solutions that resonate with real needs and experiences.
Wireframe
The wireframe for the Zoo project was a visual blueprint, mapping out the structure and functionality of our digital solutions. It served as the foundation, outlining the user journey and interactions, ensuring a seamless and intuitive experience for visitors engaging with augmented reality, guided tours, and interactive exhibits
Mockup & Hi-fidelity
The mockup for the Zoo project brought our ideas to life, presenting a visual representation of the digital solutions. It showcased the finalized design elements, including mobile app screens with features like wayfinding, interactive exhibits, and QR code scanners, enhancing the overall visitor experience.
Major screens
The major screens in our Zoo project mockup encapsulated key features such as wayfinding, interactive exhibits, and QR code scanners. Each screen was meticulously designed to enhance visitor engagement, ensuring a seamless and enjoyable exploration of the zoo's offerings.
BREAKING DOWM THE PROCESS
Unveiling the Zoo Redesign Journey: Discover, Innovate, Prototype, Transform. A user-centric metamorphosis, blending creativity and functionality for Edinburgh Zoo's immersive experience.
Our Zoo project process started by understanding visitors deeply through research, interviews, and observations. Valuable insights guided our design journey. In the ideation phase, our diverse team collaborated to generate innovative concepts using tools like the Miro board.
We translated these ideas into tangible prototypes and wireframes, refining designs iteratively to align with the user experience. This effort culminated in a comprehensive mockup showcasing major screens and features. This process reflects our commitment to a user-centric, design thinking approach, delivering a transformative experience for Edinburgh Zoo visitors.
THESE WERE SOME MAJOR LEARNINGS OR POINTS WE WANTED TO CALL OUT
User-Centric Insights:
Understanding visitors through research, interviews, and observations. Valuable insights guided the entire design journey for a more user-focused approach.
Effective Team Communication:
Clear and constant communication among team members ensured a cohesive design process. Regular updates and feedback sessions facilitated a collaborative environment, overcoming challenges seamlessly.
Iterative Design Refinement:
Prototyping and wireframing enabled the translation of innovative concepts into tangible forms. Iterative refinement ensured designs aligned seamlessly with the envisioned user experience.
The Team
James Giggs
Product Lead
Manpreet A .S
UX/UI Designer
Shirong Tang
AR/VR & Graphics
Linxuan Boa
UI/UX Assitant
TITLE OF THE CALLOUT BLOCK
LESSONS LEARNED
Leadership, Collaboration, Growth: Guiding a team, forging success through shared dedication.
As the product lead for the Edinburgh Zoo redesign project, I learned invaluable lessons in leadership and collaboration. Balancing the diverse skill sets within the team was crucial for a harmonious workflow. Effective communication emerged as the cornerstone, ensuring everyone was aligned with project goals and timelines. Navigating through differing opinions and perspectives enhanced my decision-making skills, fostering an environment where each team member felt heard and valued.
A pivotal high point in my role as the product lead was witnessing the team's collective growth. Through challenges and triumphs, the collaboration became more than a project; it transformed into a dynamic learning journey. The shared dedication to creating a user-centric design and overcoming obstacles together exemplified the strength of collaborative efforts.