By Tim Gelles & Bethany McGowan

IDIA 612 Interaction and Interface Design

Spring 2014
University of Baltimore
Tracking and Hunting
at The Zoo
Background
Our IDIA 612 Interaction and Interface Design class has been tasked with a creating a mobile ap-
plication for The Maryland Zoo in Baltimore that addresses one of the following themes: Educational
(addresses the educational goals of the zoo to their audience); Lifestyle (allows users to integrate
the mission of the zoo into their everyday lives); and GPS (leverages the power of location to help or
entertain zoo patrons both in and out of the visit).
Weve crafted an educational and interactive GPS application prototype that leverages the power
of location to assist, educate, and entertain visitors. It contains three distinct but intertwined fea-
tures that go beyond the Xs & Os of the Zoo, ofering potential avenues to explore. It provides a
glimpse of what a user may not think would be present in any Zoos application. The three features
are:
Historical Markers allow the user to navigate an interactive map with a variety of markers which
form a combination of historical facts and pictures, and contemporary information and media.
Birdwatching has the user log bird sightings and learn about specifc species within and around
the Zoo, allowing the user to take the mission of the Zoo outside the gates. Points can be earned for
redeemable prizes.
Scavenger Hunt brings fun for the whole family by having the user (with or without a party) com-
plete several tasks relative to the Historical Marker feature and earn points for redeemable prizes.
A brief informational meeting with Timm Baldwin, the Zoos Assistant Director of Public Relations
and New Media, revealed the purpose of the application is to exist beyond the primary information
presented at the exhibits. Its goal is keep visitors at each display as long as possibleproviding
additional learning avenues beyond what is initially presented at each display. Additionally, Timm
Baldwin also revealed their primary user group to be females ages-2545, and their 1-2 children
ages 210; and the secondary user group is the so-called Empty Nester population. Defned as any
parent whose children have grown up and moved away from home, this population ranges from
middle age from what computer psychologist Robert Bailey would describe as middle age-to-old
users.
This application satisfes that request as the family-friendly, animal-centric scavenger hunt expe-
rience that provides the user an incentive for reaching a goal is geared toward the primary user
group. Both the interactive, location-aware map with historical markers, photos, and videos of the
Zoo, its animals, and surrounding Druid Hill Park; and the Birdwatching feature with its in-depth
index of nearby birds is aimed toward the secondary user group.
Project Introduction
Located in Druid Hill Park since 1876, The Maryland Zoo in Baltimore is the third oldest Zoo in the
United States. It received over 400,000 visitors in FY2012, and of that amount, 86, 653 were students
alone.
Audience Background
Introduction//Audience Background//Audience Heuristics
Image via The Zone Magazine
The Zoos primary user group is also the largest group of Internet users. According to the Pew Re-
search Institute, 94% of users aged 3049 and 98% of users aged 1829 use the internet. Additionally,
a Nielsen study about smartphone penetration rates revealed that Young Adults ages 2534 have the
highest smartphone penetration rate (81%), followed by teens aged 1317 (70%).
A subset of this primary user group is either their own children or others, mainly students (as ev-
idenced in the statistics above) as chaperones whom they accompany the Zoo. This subset is also
avid online users, as 75% of 1417 year olds and 65% of 1013 year olds use the Internet, and fam-
ily households with children under the age of 18 are more likely to access the Internet. (National
Telecommunications and Information Administration, 2002). Additionally, and as a result of this vast
amount, a large segment of the media industry, beyond the Internet, is devoted to generating and
delivering content geared toward children and adolescents.
Despite the majority of the Zoos primary user group and its subset regularly using the Internet
and smartphones, the same is not yet necessarily the case for the Zoos secondary user group, empty
nesters. Whereas there are no defnite age ranges for this group, it does often encompass seniors and
middle age adults. To that extent, Robert Bailey proposed a new age classifcations for age defnitions:
young users (ages 1839), middle-aged users (4059), older users (6074) years, and old-old users
(75+). Using this defnition, empty nesters would be the upper echelon of middle-aged users through
older users.
According to a study by the Nielsen Norman Group, the United States had about 4.2 million Inter-
net users over the age of 65 in 2002. Eleven years later, that number has grown to reach 19 million in
2013, equating to a yearly 16% growth rate.
Whereas the smartphone penetration rate in the United States has reached 64% of mobile phone
users, usage amongst the empty nester population remains low. According to Nielsen, only about
50% of users over 55 possess a smart phone, while the other half still uses feature phones. The Pew
Research Center pegs that number at just 18% for adults over 65.
The rate of smart phone ownership and mobile web trafc across all ages is also on the rise. A 2011
Nielsen study revealed that 43% of all US mobile phone subscribers own a smartphone. As previously
Audience Heuristics
This app will have to maintain the same design standards that would apply for website usability for
young children and older adults. Although a smartphone application and website are two diferent
platforms, they are both technological mediums that require similar design standards.
Whereas the primary user group doesnt have any particular heuristics beyond what Jakob Nielsen
frst put forward in 1995 with his 10 most general principles for user design, their children do. Allison
Druin writes that children need to be brought into the design process considering how technology
critically impacts their lives, and yet they currently have little say in the process. Looking at this issue
at a basic level, MacFarlane and Pasiali noted that adults often labeled certain instructions as severe,
when in fact the instructions were not problematic for children. Therefore the researchers took Niel-
sens usability heuristics and Thomas W. Malones guidelines for fun and developed fun heuristics
for children. These included:
The goals of the software are clear to the user
The tasks are not too easy and not too hard
The user gets frequent, clear feedback that encourages him/her to carry on
The system allows the user to use his/her imagination and identify with the characters and
contexts
The software includes sound and visual efects.
The system includes surprises, humor and interesting things for the user
The user feels in control of the system.
There are similar heuristics for older adults and seniors. The AARP commissioned a study of 50 Web-
sites, and derived a listing of design heuristics for seniors, established below:
Use conventional interaction elements.
Make it obvious what is clickable and what is not.
Make clickable items easy to target and hit.
Minimize vertical scrolling; eliminate horizontal scrolling.
Ensure that the Back button behaves predictably.
Let the user stay in control.
Is there clear feedback on actions?
Provide feedback in other modes in addition to visual.
Make the structure of the Web site as visible as possible.
Clearly label content categories; assist recognition and retrieval rather than recall
Implement the shallowest possible information hierarchy.
mentioned, the percentage is now 64%. Web trafc from mobile devices across the globe is also on
the rise. In 2009, the percentage of web trafc from mobile devices was just 1%. By December 2012,
that percentage skyrocketed to 13%.
When it comes to technological nous, these two users groups at opposite ends of the age spec-
trum are very diferent. Yet they contain similar design heuristics. The problem then for this design
to solve is creating an application that can reach both audiences while still communicating the Zoos
mission and goals, a key component of the application.
Include a site map and link to it from every page.
Make pages easy to skim or scan.
Make elements on the page easy to read.
Visually group related topics.
Make sure text and background colors contrast.
Use adequate white space.
Make it easy to fnd things on the page quickly.
Focus the writing on audience and purpose.
Use the users language; minimize jargon and technical terms
Without delving too much more into the specifcs of each group that we'd lose focus, the common
threads between these two groups are similar to Wendy Boswells four usability principles: Freedom;
Comfort; Confdence; and Control.
Additionally users tend to read not in a linear fashion but in blocks, skipping a lot of text and jump-
ing around the page. The fndings the Neilsen Norman Groups eye-tracking study reveals what has
been around since the dawn of the inverted pyramid in newspapers, but are accelerated in the dig-
ital world due to shrinking attention spans. Its important this application allows for easy scanning,
especially considering the array of age groups.
Even though there are similarities between the two groups, it is important to note key diferences.
First, when it comes to reading content, Jakob Nielsen observed that children scanned in one of three
ways depending on their age group. The youngest kids did no reading, young kids did a tentative
amount of reading, and older kids scanned. Second, children are either slow typists or possess poor
mouse control. Third, children enjoyed sound and animations while adults did not.
Packaging all this into our audience data into a workable application posed some problems when
designing our prototypes. Investigating other applications allowed us to see how other Zoos and
their applications managed this.
Image via Nielsen
Procedure
Woodland Park Zoo, Seattle, Wa
The Woodland Park Zoo in Seattle, WA, has an application that provides: GPS-enabled map with
tour suggestions; Customizable schedule of today's activities; Animal fact sheets; Social media
connections; Friend fnder; and Video, photos and more. A large component of their app is their
GPS-guided tours that explore themes like the signature trees and other hidden details within each
exhibit, conservation eforts, and climate change (Woodland Park Zoo, 2013).
The signature tree feature made an impression on us as it was outside the normal realm of Zoo
content, but within its conservation mission.
As you see below, the menu is clearly and easily navigable. The map is interactive with colorful
illustrations of animals and other features of the Zoo.
Many other Zoos across the nation have developed their own mobile applications which helped
infuenced our design and provide an established framework to build from.
Other Applications//Personas//Paper Prototyopes
Images via iTunes
The National Zoo in Washington, D.C.
The National Zoo in Washington, D.C., has an application that costs $1.99. Features in this appli-
cation include six live animals (including the Giant panda cam), Childrens activities, Animal index
and demonstration, GPS-enabled interactive map of the zoo and self-guided tours, and a live public
transportation feed.
Similar to Woodland Park, the National Zoos both the menu and map are colorful and easily navi-
gable.
Explore Baltimore Heritage
Although not a zoo, the local historical preservation organization Baltimore Heritage has an app
called Explore Baltimore Heritage that allows the user to explore many unique historic places,
while providing self-guided tours of Baltimore neighborhoods. Built on the mobile app platform
Mobile Historical, the app is designed to curate the city through the use of geo-located historical
texts, archival flm and images, oral history (and other) audio, and short documentary videos. This
data could provide a framework for a portion of the GPS app, and also an opportunity to cross-pro-
mote both organizations.
Images via iTunes
A big issue discovered when testing this application on our own was there is no description or in-
structions on user expectations for the map feature. Once loaded, the application drops the pins on
the map and expects the user to know how to navigate.
As the audience for history museums and historical organizations often skews older, and said
parties likewise are undertaking eforts to appeal to a younger audience, having this facet of the
application would conceivably appeal to that audience more than the animal-specifc, family-orient-
ed educational scavenger hunt. Especially when considering the Zoos visitors are primarily from the
Baltimore area, and nearly 88% of visitors from the Baltimore and Washington region.
National Geographic Birds
This application is intended for expert and beginner use. It has colorful, detailed illustrations and an
interactive interface with pinch and zoom features. Other facets of the application include search
and flter, with real-time results; and uses GPS to help identify species local to and area during a
specifc time.
Images via iTunes
Personas
Using audience background information for the Zoo and mobile application usage rates, we devel-
oped three persons that we channeled as we performed the application testing.
Michael
Michael is a 65 year old empty nester who lives
in Baltimore, Md. He is currently married and has
three children, all of whom are adults and no
longer live at his home. A retired PhD Industrial
Engineer, he lives fairly comfortable on his retire-
ment and social security payments. His hobbies
include Bird Watching, Cooking, and spending
time with his grand kids. His mobile phone us-
age rate is moderate for other people in his age
group.
Images via iTunes
Camille
Camille is a 37 year old mother of two from
Towson, Md. Although having a MS in Computer
Science ,she now plies her trade as a wedding
designer and planner. This allows her to works
from home two days during the work week to
spend with her two young children. With her
husband, her family income is six fgures. An avid
smart phone user, her hobbies include Roller
Derby and Baking.
Josh
Josh is a spry second grader and aspiring soccer
star. The Baltimore native has one sibling and is
currently enrolled in a public Montessori school.
Although he doesnt own a smart phone, he has
been known to borrow his moms iPhone to
play educational games and puzzles.
Due to scheduling changes and conficts, we were unable to test the application with our crafted
personas. This posed a problem in terms of our data collection, but did help us with our design pro-
cess and schematics.
Paper Prototypes
Our paper prototypes were created with a master document that contained a static Home icon
and Contact icon. Index cards that closely resembled the size of an iPhone 4 screen were chosen
due to the market 45% market share the device has in the United States. Each index card contained
each of the three features and their dynamic content.
Examples of the paper prototypes can be seen on the next page.
Paper Prototypes
Home Screen Historical Marker Interface
Contact Page Scavenger Hunt Interface
Paper Prototypes
Birdwatching Home Birdwatching Search
Birdwatching Bird Screen Birdwatching Sighting Screen
Interactions
Add icons to Homepage to explain what
to explain and diferentiate features
Add directions from current location to
historic marker
Add description of the scavenger hunt
for user to set expectations
After results submission allow user to
stay in current location or pick a new loca-
tion
Grey out or strike-through task after
completion.
Additional Notes
Go Back on Map item preferred at bot-
tom of screen
No arrow necessary on map as people
will think its a page
Fully fesh out how Leaderboard system
would work: self-contained or part of larg-
er network?
Results
Testing the paper prototypes was performed in unideal conditions due to scheduling changes
and conficts. Both of us had to test on our own without assistance, which may have hampered our
data collection. Nonetheless invaluable data and research was gathered that both confrmed some
beliefs and challenged others. To best analyze our fndings, we broke the results into four sections
as based on a Lynda.com online training video: Critical Errors, Interactions, Unexpected Results, and
Additional Notes.
Critical Errors are moments that caused the user to cease navigating the application before
asking for assistance.
Unexpected Results are observations by the user that were not accounted for when application
was designed.
Interactions are interface or features requested by the user to create a better user experience.
Additional Notes are observations by the tester that did not fall into the above categories.
Paper Prototype Test Number 1
Critical Errors
Enter in Scavenger Hunt feature gave
expectation having a pre-existing group
name.
User wondered why username was even
required
User didnt know if they could choose
hunt task in order or randomly?
Unexpected Results
User wanted to link up with other users
currently participating in scavenger hunt
User requested listing of all the items/
tasks for the scavenger hunt throughout
the Zoo before begging hunt, and not
have it be determined by GPS location.
User wanted diferent levels of difculty
for each hunt in case at Zoo with diferent
people
Paper Prototyopes Tests//Iterative Changes//Technical Prototype Setup & Tests
Iterative Changes after Test #1
After Test #1, which was performed with current Zoo Members, several iterative changes to the His-
torical Marker and Scavenger Hunt features were made as requested by the frst subject. In essence,
more information and details about each feature and steps were requested as the existing direc-
tions and purpose were unclear. These changes are listed below, and can be seen as the colored
sticky notes.
Added difculty levels on Scavenger Hunt
Revamped location interface in Scavenger
Hunt to include clear links and ability to fnd
a new location
Added information icons on Home Page
with Modal Windows
Changed syntax on Scavenger Hunt
landing page to group name
Added Directions to Historical Marker Items
Paper Prototype Test Number 2
Critical Errors
Scavenger Hunt needs intro page be-
yond the modal description about pur-
pose, how to score, prizes, etc.
Didnt want scores listed when frst
starting hunt
Unexpected Results
User unsure how to give feedback to
Zoo or app feature
User wanted to fnd bathroom/food/oth-
er accessibility items in map
User not personally motivated by lead-
erboard
Or dynamically create a new task Add icons to tasks for ease of use
Item/task submission verifcation?
Interactions
Historical Markers need directions to/
from current location
Historical Markers could use index list-
ing.
Scavenger Hunt missing downloadable
or immediately redeemable prizes for ac-
complishing tasks.
Also missing ability to choose hunt loca-
tions.
Additional Notes
Curious to know what kind of video and
audio would be playing in Marker feature
Rehash Test #1s create vs enter seman-
tics debate in SH.
More points if SH task is completed fast-
er? How is the scoring sorted?
Paper Prototype Test Number 3
Critical Errors
Create a clearer explanation of what the
bird watching app is and does, from the
start page.
Explain how the bird watching applica-
tion relates to the zoo.
Unexpected Results
Lots of interest in sharing bird sighting
locations and images with others.
Competitionpoints should be shared
and used to track top scorers.
Interest in forming a group of other bird
watcherseither online or in person at
the zoo.
Interactions
Make the track sightings and track
points buttons clearer.
Provide a clear link back to the main zoo
page.
Clarify the Track Points page, add
more details--how you earn points, how to
compete with others, etc.
Additional Notes
Add GPS mapping as an option, in addi-
tion to the drop down list, on the Sighting
Details page.
Add an option to share sighting loca-
tions with others--which birds others have
seen, when, and where.
Birdwatching Community--create a
Facebook or Google+ page for members
to share.
Add an option to attach images to the
Sighting Details page.
Technical Prototype Setup
No iterative changes were made to the paper prototypes after the frst test, but the colloated and
analyzed data informed the Technical Prototype setup. The changes are refected below in a sample
of the technical protoypes that were developed using Axure.
Technical Prototype Test #1
Critical Errors
Axure doesnt have modal functional-
ity. Instead used pop-up window in the
program and worked in a browser caused
the application to get stuck on a mobile
device and force restart.
Limited Map size was uploaded to his-
torical marker page; causing the user to
scroll ad infnitum.
Diferent button location on Birdwatch-
ing portion than other facets.
Scavenger Hunt screen doesnt scroll on
mobile device despite being set up to do
so in Axure
Unexpected Results
HM: pedestrian directions or car direc-
tions? (User will be in a zoo so why use
Google Maps driving directions? Can it
autodefault to walking?)
Missing website URL on Contact Page
More spacing between letters and edges
in buttons
Does the Historical Marker video con-
tent have to be historical? Can it be be-
hind the scenes with staf/zookeepers?
Interactions
Home Page information modals need
more specifc instructions to give clear de-
tails and directions on user expectations.
Why have a Historical Marker pop up?
Or, if theres going to be a popup, it needs
to reveal important information and/or a
picture that will cause the user to click
BW: Need a reward for points earned
while doing the birdwatching app; similar
to the Scavenger Hunt
SH: The blank image screen needs a de-
scription on user expectations.
Additional Notes
Majority of errors came from Axure set-
up and laggy application interface.
User found Lorem Ipsum content to
be confusing; requested actual content.
Yet no problems were reported with Lor-
em Ipsum on any of the paper prototype
tests.
Similar to the Paper Prototype Tests, the Technical Prototype testing were done individually due to
conficting schedules. Yet the Technical Prototypes were tested at the Zoo. The data was collected in
a similar fashion as the Paper Prototypes and are listed below:
Technical Prototype Test #2
Test Number 1 was performed by Bethany McGowan to friend.
Critical Errors
Each feature should be prefaced with an
audio or video explanation
Historical Markers: The markers need to
be more clearly defned; map should have
an indication that it is scrollable
Unexpected Results
Users were slightly confused by having
three distinct options on the home page.
Interactions
Bird Watching: should include an option
to take and save images; should include
online and in park opportunities to meet
fellow watchers
Scavenger Hunt: should include option
for team play; clarifcation needed on
point achievements and rewards
Additional Notes
Majority of errors came from Axure set-
up and laggy application interface
Iterative Changes after Technical Prototype Testing
Several iterative changes were made to the application has a whole after the Technical Prototype
tests. Many of the users requested more general features within the application, namely an interac-
tive map with accessiblity information. This feature was renamed and discussed in our conclusion.
Additional changes were the addition of actual information and instructions in lieu of the Lorem
Ipsum text. These changes are listed below:
Added more color and images throughout
Historical Markers renamed
Uncover the Zoo
Remove as much Lorem Ipsum as possible
Changed modal window setup within Axure
Conclusion
Conclusion//Final Tech Prototypes//References
One challenge we came across throughout designing and testing this application was clearly con-
necting the three features. Several of the users were interested in one or more of the features, but
always wondered about their relationship to each other and the more importantly the Zoo. We an-
ticipated this from the outset, but dont think we accounted for the depth of explanation that would
be needed. Keep It Simple is an adage we subscribed to before this project, and this reinforced it.
Additionally, many of the users requested more general features within the application, namely an
interactive map. Therefore one easy change to our application is modifying the Historical Markers
feature by renaming it to Uncover the Zoo, and have it be more of an interactive map that contains
not just historical content but information on current and future exhibits, and also general accessi-
bility and location questions.
Learning, but also practicing, the importance the particular audience heuristics, how that infuenc-
es your design and thus user experience, prototyping, and testing has been invaluable throughout
this assignment. We came away from this experience with a far better understanding of the design
process than when we entered, and are eager to try something similar again.
Conclusion
Final Tech Prototypes
Tech prototypes can be tested online at http://goo.gl/ZA8QcU
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