Project Overview

Client: Austin Zoo

Objective: Redesign the Austin Zoo website to enhance user experience, streamline navigation, and provide better access to zoo programs, events, and conservation efforts, while also integrating social media and advertising to increase community engagement.

Project Goals

1. Redesign Website Look and Feel: Modernize the design to create a visually appealing, user-friendly interface.
2. Restructure Content: Organize and update content to improve accessibility and streamline navigation.
3. Improve User Navigation: Simplify the website structure to ensure easy access to essential information on zoo programs, tickets, and events.
4. Enhance Program Promotion: Develop a more effective system for promoting zoo programs and events.
5. Social Media Integration: Strengthen connection between the website and social media channels for better audience interaction.
6. Advertising Coordination: Coordinate print and online advertising efforts to boost visibility for zoo programs.

Challenges

• Outdated Design: The previous website was visually dated and was running on outdated software that needed to be updated to continue working.
• Complex Navigation: The site structure was cluttered, causing users to struggle in accessing key information about events, programs, and tickets.
• Lack of Marketing Lead: All marketing and advertising efforts are lead by the executive director and consultation was needed.

Solutions

1. Design Overhaul: Created a modern, clean design that reflects the zoo’s mission, enhances brand identity, and makes the website more visually appealing and user-friendly.
2. Content Restructuring: Organized website content into logical categories to improve accessibility, with a focus on zoo programs, tickets, and educational resources.
3. User-Centric Navigation: Simplified the website’s navigation system, making it easier for users to find program details, events, and tickets.
4. Program Promotion: Developed a robust system to feature zoo programs and events, including an integrated calendar to boost visibility and engagement.
5. Advertising Coordination: Established a cohesive strategy for advertising zoo programs across digital platforms, increasing visibility and community reach.

Implementation

Design and Development

• Developed wireframes and prototypes for the redesigned website.
• Conducted user testing to refine the design and ensure ease of navigation.
• Implemented responsive web design to ensure the website is compatible across devices.

Content Strategy

• Audited existing content and restructured it to improve clarity and usability.
• Updated content to focus on user needs, including detailed information on zoo programs, ticket purchasing, and educational resources.
• Ensured the content was accessible, with an emphasis on clarity and user engagement.

Social Media and Advertising Strategy

• Integrated social media feeds directly into the website for seamless sharing and promotion of events.
• Developed a consistent advertising strategy to promote zoo programs and events across various platforms, including social media and paid digital campaigns.

Testing and Launch

• Conducted thorough testing, including usability and functional checks, to ensure a smooth user experience.
• Launched the redesigned website and advertising campaigns simultaneously, ensuring a seamless transition for users.
• Provided training for Austin Zoo staff to effectively manage and update the website and programs.

Results

• Improved User Experience: The redesigned website significantly improved user engagement with easy navigation and program visibility.
• Increased Engagement: Streamlined content and modernized design led to higher engagement from visitors, both on the website and through social media.
• Enhanced Program Promotion: The integrated calendar and content management system increased visibility and participation in zoo programs.
• Better Community Engagement: Stronger social media integration and targeted advertising efforts resulted in more interactions and greater community involvement with zoo events and programs.