Wild Keepers
Promote donations to wildlife conservation
Problem Statement
The objective of this project was to create a product that could support wildlife conservation at the zoo. Entertaining and educational approach that will encourage people to make donations.
This project consist of an interactive display that will be located next to the giraffe enclosure at the San Francisco Zoo. The display will prompt users to symbolically adopt a giraffe by making a donation. The goal is to prompt the user to make some low risk decisions that will educate them about the threats giraffes face in the wild and finally to support the Giraffe Conservation Foundation. People don’t carry cash and this display facilitates the donation process.
Design Process
My Role
Product design strategy, planning, definition, execution
“We are living a time scientist are calling the sixth extinction.”
Wildlife Facts
According to the WWF living planet report, 60% of vertebrae species have declined in the past 50 years.
Unfortunately in this case the killer of all these species is not a natural disaster; humans are the reason most species are not thriving or disappearing in the wild now. “We are the asteroid”.
Nature can bounce back, according to the scientist behind nature documentary “Our Planet”.
Ethnographic research at the San Francisco zoo
Attention
Parents looked concerned about the kids observing the animals and keeping their attention on them.
Behaviour
Most people don’t read signs, specially moms with kids that are walking.
Animal Conservation
Elephant awareness campaign got more people engaged than the donation boxes for conservation.
“The best place to talk about Giraffe conservation is when we have them right in front of us!”
Target Audience
Primary
Women/Mothers
Ages 30-45
Live in San Francisco
Married
Income: $115,000
Have a college level or higher degree of education.
Like to visit the zoo.
Want to teach their kids about caring for animals and their habitats.
Secondary
Boys and girls
Ages 2-10
Live in San Francisco
Visiting the zoo with their parents
Curious and inquisitive
Persona
Lorri
35, Married, 1 child
Lives in San Francisco, California
BBA in Design and Management, Brand Strategist.
Goal: Find an easy way to contribute to giraffe conservation in the wild.
“Busy working mom, who is always looking for opportunities to spend quality time with her child”
Needs Statement
Laura wants to teach her child about animals. She wants to contribute to conservation of giraffes in the wild but doesn’t know an easy fun way to do so, in which her daughter can participate.
Motivation
Make the world a better place for her child.
Find an easy way to contribute to giraffe conservation in the wild.
Pain Points
Keep her child focused
Teach her child about the difference between wild and animals in captivity.
Initial Approach
The first ideas for this project focused on the idea of getting the users informed about wildlife conservation at the zoo.
1. Place a QR code that can provides information about species conservation with animated infographic.
2. App for zoo trivia, earn zookeeper badges.
Target audience interview results
Giraffes are favorite animals
Reading signs with the baby is hard
Animal conservation signs are not obvious
Interaction is key
Limit the screen time for kids
The simple call to action is to ask for a donation
Looking at your phone, an exhibit and watching the kid is too much
First conclusion the product couldn't be an app
Idea Iteration
Iteration according to target audience and expert feedback.
Adopt a giraffe
The project could not be an app.
Interactivity is key
Customizable experience
Low risk choices teach about threats to giraffes in the wild
Share the outcome of the experience
Make a donation to support the Giraffe Conservation Foundation
User Flow
User Goal:
Play game and customize the giraffe’s wild habitat. Make a donation to receive a photo of the giraffe in the habitat she created.
Proof of concept
Design Mockup
Reflection
Wild Keepers has been an interesting learning project, because there were a lot of assumptions that were challenged during the process. Research was key on establishing a viable course of action.
This project also challenged me to design for two target audiences. Understanding the need of both will be an essential part of the project moving forward.
The product is applicable for different conservation efforts.