Helping a world-class visitor experience be more engaging
Dublin Zoo is one of the world’s oldest, an institution that has been fighting extinction in Dublin’s Phoenix Park since 1831. Its 28 hectares attract over 1.2 million visitors a year and it is officially Ireland’s biggest family attraction.
When invited to work with the team at Dublin Zoo, the flood of childhood memories meant it didn’t take long for us to make a decision.
In order to establish empathy with Dublin Zoo’s customers, in-depth qualitative and quantitive user research activity was carried out using a variety of research methods. The results helped us to create final personas for which a strategy could be crafted around a deep understanding of their goals, objectives, motivations and pain-points.
We needed to strike the balance between creating a frictionless booking experience, easy to find visitor information and creative content that communicates the message of conservation and animal welfare.
With this came all of the challenges of technical website migration for which world-class SEO implementations were required.
Our research helped to inform an updated information architecture and user journey that gave users quick access to details like opening hours, events, directions and webcams directly from the homepage.
An elegant, simple and fun interface was created that showcased the stunning animal photography and rich content used to encourage users to explore the website and absorb the positive message of conservation.
After launch, compared to the previous year, website revenue increased 17%, page views increased by 45%, bounce rate reduced by 15% and the website was shortlisted for Best Website at the 2020 DMA Awards.
From pitch to site launch, our confidence in Friday has been unwavering. Their expert UX and advice, timely management and design smarts helped us achieve the goal of creating a world-class digital experience that truly represents Dublin Zoo. The project was completed as a team, efficiently and without stress. We look forward to working with them into the future.
See our workwww.dublinzoo.ie
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