Current Denver Zoo: ticket page, calendar page, add-ons page
Redesigned the "Purchase a ticket" flow for the Denver Zoo website for a UX design class. Conducted research, created multiple iterations of interactive prototypes, and documented the full process. Created a simple and efficient ticket flow to encourage the user to complete the purchase without overwhelming or confusing them.
I was the sole designer and researcher responsible for this project from start to finish. I conducted user testing and research on the current Denver Zoo experience, created multiple iterations of prototypes, and published the final interactive prototype.
Users need a simpler way to purchase tickets from the Denver Zoo without being confused or overwhelmed during the process. The goal was to create a clean, simple experience using the current Denver Zoo design system, with a few constraints:
As part of re-designing the ticket flow, I conducted UX research on the current Denver Zoo website experience. In interviewing multiple users, the experience was found to be confusing and lacking a cohesive theme.
In user testing, multiple pain points were identified about the current Denver Zoo web experience:
I conducted a competitive analysis on the Denver Zoo ticket purchase flow versus other competitors in the same market, comparing features within their ticket flows to determine how best to update the Denver Zoo experience.
The user needs a simpler way to purchase tickets to go to the Denver Zoo because the current process is confusing and overcomplicated.
I created a user flowchart mapping out the screens and decisions a user would encounter on the current Denver Zoo experience when purchasing tickets. This was valuable for seeing screen options and planning the prototype.
Hand-sketched wireframes showing the proposed simplified home screen and key pages in the purchase flow. Many updates were implemented in moving to mid-fidelity.
After gathering feedback on my low fidelity wireframes, I used Figma to create a set of mid-fidelity frames as a digital version. The mid-fidelity version helped to see how content is laid out on an actual screen. In mid-fidelity, I decided to combine the date and time screens into one to make the experience even simpler for the user.
Applying feedback from multiple iterations of prototypes and design planning, I built a high-fidelity prototype in Figma using the Denver Zoo design system — same fonts and colors. The prototype passes WCAG AA compliance guidelines and is simpler and more encouraging of completing the full purchase flow.
After creating an initial high-fidelity prototype, I conducted user testing with two users and gathered instructor feedback. User testing identified possible pain points:
To get my final prototype to the version it currently lives as on Figma, I implemented fixes for all pain points — fixing spacing on the grid, adding a button for add-ons, and leaving white space. Another update was creating and adding the zebra stripe background, which brought back more of the "zoo" feel I felt had been lost through multiple iterations.
If I were to iterate again, I would build out the pop-up screens and create experiences for buttons that link to other pages. I'd also explore moving outside the Denver Zoo design system to find more expressive fonts — the current font feels too safe for a zoo brand. A mobile version would also be a priority.