Black Sheep Blog
10 Dec 2024
Our new website for Hamilton Zoo highlights the importance of user centric design in 2024 for websites designed to attract visitors.
When we were given the opportunity to take another look at the zoo website, our goal was to ensure visitors had an amazing experience and that the site was set up to help everyone enjoy their time with the zoo to the fullest. We had some important questions buzzing around in our heads and assumptions we needed to validate.
On the surface, these may seem obvious, but sometimes going back to first principles and asking the most obvious questions have the most surprising answers.
Why did users actually come to the zoo website?
- Was it to buy tickets?
- Find pricing?
- To learn about what the Hamilton Zoo has on offer?
- Find out which animals they wanted to see?
- Just check opening hours?
- Or were they looking for something more?
As with any business, it would have been easy and attractive to focus on a goal of simply selling more tickets and getting more customers to book online.
Understanding visitor needs through user experience Research was where we needed to start.
The transformation of Hamilton Zoo's website began with a deep dive into understanding the needs and preferences of its visitors. This process involved conducting comprehensive user experience research to uncover what truly mattered to users. Through methods such as IA tree testing, exit intent surveys, and customer interviews, the team gained invaluable insights into visitor behaviours and expectations.
A critical discovery was that many visitors were not primarily visiting the website to purchase tickets in advance.
Instead, they wanted to know what the zoo had on offer, from animal encounters to conservation initiatives.
This insight redirected our efforts from focusing too much of our attention on encouraging transactions to enhancing the overall visitor experience.
By understanding these motivations, we were able to design a website that catered to various visitor types, from local families planning a day out to tourists looking to explore the region's natural beauty.
From Ticket Sales to Engagement: Shifting the Focus
Initially, it might seem logical for an organisation like a zoo to prioritise increasing online ticket sales. However, our revealed a different story.
While ticket sales were important, they were not the primary driver of user interaction with the website. Visitors were more interested in the experiential aspects of the zoo, such as learning about the animals and planning their day around specific exhibits or encounters.
This shift in focus from purely transactional to engaging and informative content was a game-changer. By emphasising the unique experiences available at the zoo, the website became a platform for storytelling and education, while still giving users the ability to transact online in a user friendly, but undemanding way.
We reckon this approach not only enhanced user engagement but also aligned with the zoo's mission to inspire conservation awareness and action. The result was a more holistic digital experience that resonated with visitors and encourages visitors to look at the experience with a wider lens.
Integrating Conservation Awareness into the Web Experience
Beyond enhancing the visitor experience, Hamilton Zoo's website redevelopment aimed to reinforce its commitment to conservation.
The website was designed to inform visitors about the zoo's conservation efforts. Through engaging content, the website highlighted the zoo's role in protecting endangered species and preserving natural habitats. Te Kaaroro was a key aspect in highlighting this aspect of Hamilton Zoo.
This focus on conservation was woven throughout the site, from dedicated pages on specific initiatives to subtle messaging within animal profiles and visitor experiences.
By integrating conservation awareness into the web experience, Hamilton Zoo not only informed visitors but also inspired them to contribute to these vital efforts. This approach helped position the zoo as a leader in sustainability and conservation, strengthening its brand and mission.
The Impact of a User-Centric Approach on Visitor Satisfaction
By prioritising the needs and preferences of their audience, the zoo has created a digital platform that is both engaging and informative. Visitors now have access to a wealth of information, enabling them to plan their visits thoroughly and make the most of their time at the zoo.
We're super excited we have been able to deliver a website for our local community that puts them and their experience first.
Check out the full case study for a deeper dive into what we delivered for our friends at Hamilton Zoo