Lincoln Park Zoo

Our Design Team was given a brief from the Lincoln Park Zoo, a Staple in the Chicago community and world leader in Zoology. It was our first sprint together, but we didn't have any trouble after using different team alignment method


Lincoln Park Zoo


UX / UI, IA, Project Management, 


2 week 100+ hr Client Project


G Suite, Figma, Miro, Trello

Quentin Lee, Leticia Jones,

Margaux Alicia


Challenge -

How to rebrand an iconic landmark?

In this case study, I explore how our team helped a city icon, become seen not just as a local attraction but as a leader in Zoo Research. We needed to understand the scope of the problem and offer recommendations. In order to do that we would need to understand current feelings around zoos and nature education.


Solving with the Double Diamond Process

Every design project is unique and thus requires a different mesh up of several different processes or deliverables. For this project instead of going in-depth on all 20+ steps our team took which I was involved in, I'll just highlight my favorites which you'll see in more detail later; User Interviews, Persona Creation, Wireframing, the Mini design sprint, and Final Presentions

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Build, Test & Iterate
Research & Synthsis

Discovery - What's so important about zoo's?

The first step was coming into alignment as a team about exactly what success looked like. We need to understand the client & their customers as well as our own timeline and roles. We came to the conclusion that the client wanted to be seen as a leader in helping people learn about Zoology, not just Conservation.

Team Z Board - Frame 1.jpg

Surveys, interviews, and the brief oh my!

After Understanding the Brief we knew we needed to get information on how people were currently learning, and accessing animal content. So we sent out surveys and interviewed, people in our target audience.

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10+ Questions,  5 Interviewed, 41 Surveyed

Define - What do you NEED to be engaged?

We began synthesizing the research data through affinity mapping and summarized the findings in these "I Need" Statements. Analyzing the research data helped us understand that people valued video content, and exploring and learning at there on pace.

Client Needs - Better Engagement

Plant Biologist
  • To Be seen as more than a zoo

  • To be seen as a Leader in Zoology

  • To engage guests outside the zoo

  • to help people learn about zoology

Zoo Goer Needs - More Time to Play

Peering In
  • Lack of mental space to prioritize nature 

  • Lack of time to explore wildlife

  • Desire to include and or engaging family

  • Mixed feelings about animals in cages,

I Assume - Everyone Loves the Monkeys!

Cute Girl
  • Most people love the zoo

  • If you provide content people will know about it and want to engage with it.

6 key Persona "I NEED" Statements

Outdoor Time
Outdoor Time

I need to spend time outdoors because it helps me disconnect from the stress of my daily life.​

press to zoom
Shifting Priority
Shifting Priority

I need to find more time in my day to prioritize caring about wildlife

press to zoom
Exposer is Love
Exposer is Love

I need to be exposed to something in order to develop a passion for it

press to zoom
Visual Engagement
Visual Engagement

I need to watch videos of animals to feel connected to them because of a lack of opportunity to engage otherwise

press to zoom
Boring Animals
Boring Animals

I need a more accurate representation of animals day to day

press to zoom
Up Close, No Cage
Up Close, No Cage

I need a better way to get up close and [personal with animals without feeling guilty about their confinement.

press to zoom

Bringing research to life with a persona

These I need statements helped us bring the research to life. With this persona, you can see things that might stop her from engaging as our client desires.

Persona -Short version.png

All the Research boiled into this Problem Statement

"Jennie loves getting out in nature to find peace and quiet, but her busy schedule makes it difficult. She needs to find an easier way to engage with wildlife from home through sources that are trustworthy, so she can teach her children to find as much joy in it as she does."

Develop - What could engaging zoogoers look like outside the zoo? 

We put together our own little design sprint to rapid-fire different solutions. In the end, we came to a feature set that revolved around viewing video content of animals in their native settings.

Exposure to nature is the #1 way to get people to care more about zoology and wildlife.


People really enjoy being in nature and want to do it more often.


No matter how great the intention and actions of a Zoo, people want to see animals in a more organic setting, not in captivity.


Running Ideation sessions created a solid framework

With the problem statement and a few HWM's we ran an ideation session that revealed people's desire for excitement and interactive engagement. To Ensure we weren't missing anything we made sure to have a well define list of MVP's  

Stepping back to Reflect

After the Ideation Session, we realized we may have just been conceiving a product that we wanted and not that would help keep people engaged with our client.


"Are we considering both the user and our client?" 

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Sketch Testing & Iteration

After digitizing the sketches we did user testing and found that the participants were confused about the difference between "Animals & Gardens" and "Beyond the Zoo"

Round 2 Testing & Iteration

In order to clarify the differences, we Compressed Visit, Animals & Gardens into "explore the zoo". but people were still confused with the difference between "explore the zoo" and "beyond the zoo"


Round 3 Testing & Iteration

Taking the usability testing feedback we continued to iterate to make the application more intuitive and approachable. Below is the final (for now) result.


A Site Map & how card sorting could have saved hours!

At this point we were having a lot of trouble in the testing around the naming conventions. what we needed to do first was have a card sort, but what we did instead (because of time) was draw out a site map.  The lack of card sorting probably cost us a combined 40+ hours of redesigns and testing, but the site map does explain the process of shifting categories around.

Team Z Board (10).jpg


Deliver - How well can you navigate the prototype?

Try to Find The Blue Monkey



There are always next steps... 

Card Sorting, to really nail town an intuitive user experience, focused on fixing an confusing naming conventions.

Final Thoughts -
A great team will always do great work.

I'm incredibly grateful for the opportunity to learn through this project and with this team. I'm excited to continue to build my skill set. LPZ differently presented unique challenges, and opportunities to grow, and I couldn't be more proud of my team for crushing it!

Test the
Working Mockup