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T H E E N H A N C E D ZO O
EXPERIENCE
A DIGITALLY GUIDED APPROACH TO ZOO
VISITS AT THE INDIANAPOLIS ZOO
PREPARED BY:
ERIC COX
STEVEN ENTEZARI
KENNETH SPRY
Table of Contents
Table
of
Figures
.............................................................................................................
3
I. Executive Summary
............................................................................................
4
II. Definition of the Setting and Project Scope
...............................................
5
Definition
of
the
Setting
..........................................................................................................................
5
Project
Scope
................................................................................................................................................
6
III. Fieldwork Activity and Data Collected
.......................................................
6
Process
............................................................................................................................................................
7
Results
............................................................................................................................................................
7
General
Observations
.....................................................................................................................
7
Photos
from
Visits
............................................................................................................................
9
Analysis
of
Observations
...............................................................................................................
9
IV. Consolidated Work/Activity Models
..........................................................
11
Affinity
Diagram
......................................................................................................................................
12
Consolidated
Flow
Model
....................................................................................................................
13
Cultural
Model
..........................................................................................................................................
14
V. Requirements and Goals
.................................................................................
15
Functional
Requirements
....................................................................................................................
15
Usability
Goals
..........................................................................................................................................
16
Effectiveness
.....................................................................................................................................
16
Efficiency
............................................................................................................................................
16
Safety
...................................................................................................................................................
16
Utility
...................................................................................................................................................
16
Learnability
......................................................................................................................................
17
Memorability
....................................................................................................................................
17
Physical
Requirements
.........................................................................................................................
17
Goals
.............................................................................................................................................................
17
VI. Conceptual Design
..........................................................................................
17
VII. Page Design and Prototypes
......................................................................
21
VIII. User Feedback
..............................................................................................
28
Usability
Tasks
.........................................................................................................................................
28
Task
1
..................................................................................................................................................
28
Task
2
..................................................................................................................................................
29
Usability
Testing
Results
.....................................................................................................................
29
Post-‐test
Questionnaire
Results
.......................................................................................................
29
Positive
Feedback:
..................................................................................................................................
30
Negative
Feedback:
................................................................................................................................
30
Recommendations
for
Design
Improvements
............................................................................
30
IX. Appendixes
.......................................................................................................
31
Appendix
A:
Informed
Consent
Form
............................................................................................
31
Appendix
B:
Affinity
Diagram
............................................................................................................
33
2
Appendix
C:
Physical
Paper
Zoo
Map
.............................................................................................
34
Appendix
D:
Photos
From
Zoo
..........................................................................................................
34
3
I. Executive Summary
The Indianapolis Zoo is always seeking new ways to improve the visitors'
stations and video displays, remain largely unused. Thankfully, with the advent
of affordable, touch-screen mobile devices and ever faster mobile networks, the
exploring more adaptive and permissive technologies than are currently in place.
This report expounds our team's efforts to explore just those things that will
make the visitors' experience at the Indianapolis Zoo an unforgettable one whose
comprehensive understanding of the zoo, the user, and the breakdowns of the
appreciated the idea of having audio-learning stations, few noticed them, and no
one used them. Designing contextually revealed to us that the requirements for
compelling, and informative while still being understandable to the public of all
ages. Our design realizes these requirements in several ways. Our design is:
1. Age and eye friendly, including as little reading as possible and including
audio whenever possible.
2. Visually informative and stimulating, using maps, symbols, pictures, and
videos.
4
3. Flexible, making the application follow the user and allowing the user to
view content in several ways.
4. Intuitive and enjoyable, using gestures consistent across other applications
5. Sharable, allowing users to send pictures, videos, and other media to
others or themselves using social networks, email, and MMS (through
downloads).
6. Animated and exciting, including information and videos for out-of-season
exhibits and other attractions and providing camera views for hidden
animals.
7. Complete, including necessary information about closed exhibits, restroom
and refreshment locations and closures, timers for shows, and emergency
assistance.
User testing confirms that our approach to design for this application is
successful. We invite you to inspect this report to satisfy questions that you may
have regarding our methods, process, and lessons learned.
was to focus on one specific zoo and its visitor interactions, namely the
Indianapolis Zoo; however our application can be utilized in zoos of all shapes
and sizes. Based on their worldwide popularity, the iPhone and iPad are the best
5
Project
Scope
For visitors, many zoos lack the content rich, interactive, robust experience
they desire while spending their day looking and exhibits and watching the shows.
The scope of our application envelops two phases, a browsing phase and a
guided phase. Both phases will maximize the utility of the user’s time while
visiting the zoo. The application is designed to be an additional benefit for zoo
the visitor’s ability to plan and navigate through their day by utilizing self-
individual. Each group was monitored unobtrusively, for the most part, by our
team as they visited the different parts of the Indianapolis Zoo. During the visit,
interview is defined by members of the design team meeting with the customer,
within the context in question, to observe and inquire about aspects related to
6
Process
Due to the season during the writing of this report, our contextual inquiries
focus on the winter months at the Indianapolis Zoo. While this hindered us from
observing interactions between our participants and some of the closed exhibits,
our contextual study was not wanting; in fact, the slow, winter tours revealed
more clues as to the deficiencies of the zoo and the visitors’ expectations.
One of our family groups consisted of a mother, father, and two children.
The mother and the younger child had been to the Indianapolis Zoo before for
school fieldtrips. Two members of this family, the father and older child, had
never been to the Indianapolis Zoo but have attended other American Zoo
Association zoos.
Our second family also consisted of a mother, father, and two children.
The family has a season-membership to the zoo and frequents it often. They
were familiar with the layout of the zoo and much of the general information
Our individual was an animal lover and had frequented the zoo many times
before. While he does not have a season pass, he is moderately familiar with the
zoo layout.
Results
General
Observations
While our observations were upon groups with wide variances in age and
familiarity with the Indianapolis Zoo, the results of our observations elicited some
intriguing points about the interaction with the Zoo and its artifacts:
7
• The map provided by the Indianapolis Zoo (paper or signs) was hardly
used
• Visitors knew that many exhibits and services would be closed for the
season but were unsure as to which ones.
• Visitors wanted to find out more information about the particular animal
they were seeing
• Information about show times was not always made available to the
visitors to allow for proper planning. This caused many visitors to miss
shows they wanted to see.
• The families all said they would like to have some method to contact zoo
personnel immediately in the case of an emergency.
• Many concession stands were closed for the season which aggravated
some of the hungry visitors.
• All visitors, when asked, commented that cameras which focus on the
‘hidden’ portions of the exhibits would be a great thing to have.
• Some visitors (even within groups) debated the idea of having a preset
tours for their visit. Members of one group even commented that visiting
the zoo is “an adventure”. An overall majority, however, said the option
would be nice.
• Many users also tweeted about their visit on Twitter or updated their
Facebook statuses about their trip during or after their visit.
8
Photos
from
Visits
Figure
2
-‐
Map
of
Zoo
Figure
3
-‐
[Closed]
Stroller
Rental Figure
4
-‐
Visitor
Reading
about
Exhibit
comprehensive map. While the Indianapolis Zoo may not seem large to those
who frequent it often, new or infrequent visitors to the zoo can find themselves
lost in the vast array of primary and ancillary exhibits. While the countless
exhibits and open layout present an opportunity to freely explore and learn about
the biological fascinations of the zoo, the lack of guidance can and (in the case of
the visitors we observed) did create a sense of anxiety while visiting the zoo,
even when visitors are equipped with the maps provided. One of our goals thus
the participants expected that the zoo would not have certain exhibits open
during the winter for the safety of the animals, but this did not moderate the
frustration that stemmed from not knowing exactly which exhibits were closed.
9
Visitors also expressed that they would like to know more about the
exhibits. Space allows for only a few informational displays, and crowding at such
displays can create frustration. Our goal was to present this information—and
much, much more—on the device itself, thus correcting the two major problems
Shows times at the zoo were not obvious to our participants. Although the
times for the dolphin show were marked on the copy of the map, the fact that the
map went largely unused in turn meant that our participants did not see the show
times. Users were frustrated when they arrived to the show location only to find
Along with the exhibit closures due to the season, many other areas were
closed. Areas for services, such as concession stands and gift shop and stroller
rental kiosks were either permanently or seasonally closed. Our participants said
that they would have liked to know beforehand whether these services would be
offered. In addition, visitors were more disgruntled by not having a map that
this application. First, for all of the observed visits, there were times when the
animals were hidden from view. Our participants thought that providing camera
10
would be helpful and comforting. Our final design had to incorporate these
elements.
Different visitors had exhibited different methods for exploring the zoo.
starting on their way; others were more passive and liked to follow others; still
tour guide via a mobile device was accepted by most of our visitors, but making it
Visitors, through their actions, suggested that the need to share was
important. More than one user shared pictures using Facebook or Twitter.
Including the option to share and download materials will not only increase
awareness of the zoo and its exhibits, doing so will make for a more meaningful
experience to the visitors of the zoo, one that can be experienced at any time and
more in depth. Creating a grander zoo experience was perhaps the most
the zoo, and the breakdowns in communication between these two entities,
thereby exposing to us the full scope of requirements and goals for our
application.
11
Affinity
Diagram
After analyzing our results of the contextual interview, we consolidated our notes
application.
Figure
5
-‐
Affinity
Diagram
(Small)
12
Consolidated
Flow
Model
The primary players of this interaction, seen in this consolidated flow model, are
the patrons and the zoo exhibits. The zoo experience is a culmination of patrons
seeking out exhibits, shows, and information, and exhibits providing these in
having easy access to pertinent information related to animals, shows, food and
services.
Figure
6
-‐
Flow
Model
13
Cultural
Model
This model reveals interactions between the different stakeholders. During our
analysis the exhibits emerged as the most influential stakeholder of the zoo
Figure
7
-‐
Cultural
Model
14
V. Requirements and Goals
Functional
Requirements
Make it flexible
• Make the application follow the user
• Allow the user to view content in various ways
• Allow the user to choose what content he/she wants to see
• Permit the user to personalize the application through saving and
modifying tours
Allow the users to share the experience or experience the zoo themselves
afterward
• Make sharing, emailing, and downloading possible
15
• Show how animals are interrelated with maps and explanations of animals’
ecosystems and the niches that they occupy
Usability Goals
Effectiveness
• Information is clear and understandable to people with varying literacy
skills
• Information is accurate and consistent
Efficiency
• Information is readily accessible from anywhere in the application or in the
zoo
• Helps visitors to plan trips to the zoo
Safety
• Still functional even if the system is strained
• Does not mislead users with lagging information
• System is secure and reliable for users to use their own devices
Utility
• iPad or similar tablet device equipped with Wi-fi and/or 3G/4G capability
• Wi-fi network strong and reliable on the zoo grounds
16
Learnability
• Must be easy for anyone to understand, from small children to older adults
Memorability
• It should be clear to users where they are in this large application
• Should be simple to recall which gestures perform what functions
Physical Requirements
The devices provided by the zoo should be carefully monitored and handled, and
much also be outfitted with necessary protective equipment, such as screen and
Goals
These requirements will make for an easy-to-use, fun, and informative application
that will entice users to visit the zoo more often and to attend even in the slower
members, increased revenue for the zoo, and a public interest in the zoo as an
After observing the visitors at the Indianapolis Zoo, our team began to
conceptualize the design for the application by looking to our models and
17
requirements. We arrived at a modal approach: A guided mode and the browsing
The center of our model for the guided mode was the exhibits. As the user
wanders through the different areas of the zoo, the mobile device updates with
closest exhibits and other like items, allowing the user to attain a greater sense of
situational awareness. For instance, if the user goes to the oceans exhibit and is
near the dog sharks, the device will recommend more information for dog sharks
as he/she approaches.
requirement, though we knew its focus would have to be different from that of
the guided mode, since it would have to make exploring the zoo application off-
grounds or while resting interesting. Our conceptual model for the browsing
mode thus orients the user on a higher level, that of the general zoo. At this point,
exhibits or whether the user is using the guided mode at all. When they are
finished and ready to actively walk around the zoo again, they may simply switch
18
Figure
8
-‐
Guided
Mode
19
Figure
9
-‐
Browsing
Mode
20
VII. Page Design and Prototypes
Each team member designed an initial summation of their thoughts for the
system into one low fidelity prototype. From there, the best aspects of each team
member’s design were distilled and combined into the final, high fidelity prototype.
Below are some of the notes about the progression from low fidelity prototypes to
the high fidelity prototype.
21
Figure
10
-‐
Prototype
with
Single
Selection
Other problems with these pages
include the navigation buttons at
the top of the page. During
revision, the “Switch Mode” and
“Home” buttons were changed to
“Guided Home” and “Browsing
Home.” Doing so eliminated
confusion that stemmed from the
buttons’ behaviors, which were
originally contingent on where the
user was in the application at the
time.
22
Figure
13
-‐
Combined
New
Home
Page
Prototype
23
High
Fidelity
24
Figure
16
-‐
High
Fidelity
with
Single
Selection
Figure
17
-‐
High
Fidelity
with
Multi
Selection
25
Sharing the experience with
others can increase awareness of
the zoo and the application. Also,
one can experience the zoo for
him/herself afterward using these
means.
Figure
18
-‐
High
Fidelity
with
Sharing
Figure
19
-‐
High
Fidelity
Home
26
Making the browsing mode more
informative and inviting was
important, as we did not want to
discourage users from using this
method of exploring the
application. It is, after all, the
best way to explore the
application when not at the zoo.
We included categories that group
the animals of the zoo in
fascinating ways.
Figure
20
-‐
High
Fidelity
Browsing
Figure
21
-‐
High
Fidelity
Browsing
Specific
Animals
27
Figure
22
-‐
High
Fidelity
Guided
Tour
devised two tasks for the participants to perform. After completion of the task
task questionnaire was another important aspect of our evaluation that guided
Usability Tasks
Task
1
• Access the guided mode
28
• Create a personalized tour that includes the Oceans exhibit
• Access the clown fish exhibit information
• Share a coloring book photo of the clown fish
Task
2
• From guided mode, switch to browsing mode
• Find the polar bear information
• Look up where the polar bear ecosystem is
• Find additional photos and information about the polar bear
29
Layout and navigation Strongly Agree Agree
was easy using the
mobile interface.
Sharing zoo content is Disagree Agree
important to me.
Would you use this Disagree Strongly Agree
application if it was
implemented with the
Indianapolis Zoo?
Positive
Feedback:
• Both users felt navigation with mobile device was easy and straightforward
• Both users liked the additional exhibit, proximal, and services info provided
through the application
• Both users liked the option to create a guided tour
• Both users felt that the labels were intuitive
Negative
Feedback:
• Supplemental exhibit links info was hard to recognize
• Would like to see recommended exhibits to help guide the visit
• Would like information about which exhibits are overcrowded to help make
decisions on which direction (exhibits) to go
• Clickable icons are hard to identify
After the team completed the user testing and analyzed the user’s feedback, it
was determined that design improvements were needed. Our team took the user
to the prototype.
30
• Make the supplemental information more prominent to the user when it
pertains to exhibits they are near
• Give the user the ability to find information about an ‘Animal of the Day’
• Provide overcrowded exhibit information pertaining to exhibits
• Provide the user with suggestive souvenirs that may be sold in the gift
shop
IX. Appendixes
Appendix
A:
Informed
Consent
Form
INFORMED
CONSENT
FORM
ZOO
KEEPER
Thank
you
for
participating
in
this
study!
This
study
is
about
improving
a
visitor’s
experience
while
visiting
the
Indianapolis
Zoo.
The
study
focuses
on
providing
zoo
members
with
a
computer
tablet
style
device
that
will
provide
additional
resources
and
experiences
during
their
visit.
-‐
APPROVAL:
This
exempt
study
has
been
approved
by
the
Institutional
Review
Board
(IRB)
for
human
subjects
research
at
IUPUI.
If
you
agree
to
participate,
you
will
be
one
of
approximately
5
subjects,
and
you
will
take
part
of
a
session
lasting
approximately
6
hours
between
30
minutes
and
1
hour
and
a
half
to
experiment
a
new
software
application,
and
then
complete
a
questionnaire
of
no
more
than
10
questions,
which
will
take
no
more
than
10
minutes
to
complete.
-‐
RISKS:
There
are
no
risks
associated
with
participating
in
the
study
outside
of
the
normal
zoo
experience,
answering
the
facilitator’s
questions
as
you
visit
the
zoo,
and
having
to
complete
the
questionnaire.
-‐
BENEFITS:
You
will
be
providing
personal
insight
on
key
issues
of
the
zoo
experience
that
will
help
designers
and
developers
tailor
a
new
software
application
to
zoo
visitors
just
like
you.
-‐
CONFIDENTIALITY:
Subjects
of
this
study
will
participate
anonymously.
No
personal
data
will
be
collected
or
used
for
research
purposes.
No
personal
information
will
be
distributed
or
shared
with
anyone
outside
this
research
study,
unless
required
by
law.
Pictures
may
be
used,
with
31
consent
of
the
visitor,
but
will
not
be
linked
to
any
data.
-‐
COSTS:
There
are
no
costs
to
you
to
participate
in
the
study
outside
of
the
normal
Zoo
entrance
fees.
-‐
VOLUNTARY:
Your
participation
is
voluntary
and
may
choose
not
to
take
part
or
may
leave
the
study
at
any
time.
Leaving
the
study
will
not
result
in
any
penalty,
and
your
decision
whether
or
not
to
participate
in
this
study
will
not
affect
your
current
or
future
relations
with
IUPUI.
-‐
CONTACTS:
For
questions
about
the
study,
contact
the
researchers:
Steven
Entezari
(sentezar@iupui.edu),
Kenneth
Spry
(kspry@iupui.edu),
or
Eric
Cox
(eecox@iupui.edu).
Also,
for
questions
about
your
rights
as
a
research
participant
or
to
discuss
problems,
complaints
or
concerns
about
the
research
study,
or
to
obtain
information
or
offer
input,
contact
the
researchers.
-‐
SUBJECT'S
CONSENT:
Being
part
of
this
study
and
answering
the
questionnaire
is
an
acknowledgment
that
you
understand
the
nature
of
the
study
and
have
given
your
permission
to
participate.
Signature
of
the
participant:
______________________________________________
32
Appendix
B:
Affinity
Diagram
33
App
end
ix
C:
Phy
sica
l
Pap
er
Zoo
Ma
p
App
end
ix
D:
Pho
tos
Fro
m
Zoo
34
Figure
23
-‐
Visitor
Reading
and
Sharing
Exhibit
Info Figure
24
-‐
First
time
Visitors
saw
Show
Times
Figure
25
-‐
[Closed]
Concession Figure
26
-‐
Visitor
Taking
a
Picture
to
Share
Figure
27
-‐
Visitor
unable
to
see
Animal Figure
28
-‐
Animal
Hiding
Behind
Rocks
35