With a user-centred approach, opportunities, starting points and improvement possibilities for the digital media of the zoo were analysed and determined. 

In the course of the practical project of the HSR our team received the project of the Zurich Zoo. There we analysed and determined opportunities, starting points and possibilities for improvement for the digital media of the Zoo with a user-centred approach. Following questions arose, which we also wanted to analyze during the project:

1. Where are the digital touchpoints (app, website, etc.) of the zoo and the target group?

2. What are the pain points of the target group before, during or after the zoo visit?

3. Are the digital media used in the way the provider intended?

We oriented ourselves to the "Collaborative UX Design" process model and decided in favor of it because it develops the results in all phases in the team and in workshops. As a small team, we profited from the fact that we jointly developed and visualized the findings and that the methods from the procedure are already suitable for workshops. In retrospect, the process model is not entirely suitable for a pure needs analysis, as it aims to solve an already known problem. A generic approach like Double Diamond would have been better. We could also have used a design thinking approach.

We assumed an explorative research, because we did not know the problems of the zoo visitors and had to experience them first. Therefore we chose qualitative methods like Contextual Inquiry and Interview for user research. 


We created a research plan in the form of a map before the interviews and contextual inquiries took place. In this way we visualized assumptions, resulting research questions as well as methods for checking these questions in order to have everything at a glance. Then we worked out the As-is Journey map. Through a Journey Map we were able to show what a visitor does before, during and after his visit to the zoo. In addition, possible digital touchpoints can be easily identified and visualized. During the project we adapted the Journey Map with the findings from the interviews. A kickoff workshop with the stakeholders should help us to gather the knowledge and needs of the stakeholders, as well as to communicate our approach and goal to them. 

No bees, no honey - the execution

After the stakeholder workshop, the interviews and contextual inquiries were conducted. Then during the synthesis phase we worked out an affinity diagram, insight statements, opportunity areas and the persona, in order to visualize and evaluate the findings from user research. As a next step, we could generate How-might-we questions from the opportunity areas of the Ist-Journey Map. Since we do not develop a concept, but only make recommendations, we omitted the Ideation Phase and did not make this step explicit. We explored some possible solutions through the competitor analysis and developed a possible target scenario directly from them.

Overall, we are satisfied with the results of our practical work. We have achieved our goals within the defined time and have done justice to our task. At times, we felt insecure because we could not estimate where user research would take us. However, a certain uncertainty in the research area is normal. In the case of uncertainties, we have always encouraged each other. I take it with me that willingness to compromise, openness and flexibility are indispensable for successful cooperation.

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