Chester Zoo
Branding strategy, CMS, New product development, UX and UI
Approach
Our research revealed that a location-specific companion app would make planning and taking a trip to the zoo more enjoyable and interactive.
We first needed to understand Chester Zoo’s customers in order to establish the barriers, problems and opportunities that mobile technology could help address. We did this by observing them, talking to them and testing with them, and subsequently mapped out the full customer journey to ensure the new app would meet their needs.
Technology
The geo-fencing feature of the app means that content is customised based on the user’s location. Outside the zoo’s boundaries, it promotes ticket sales, and when they’re inside, it provides prompts for events. Visitors can prepare for their zoo adventure by using the app to book tickets in advance. When they arrive, the interactive GPS map guides them through their journey, and, as they explore, Bluetooth beacons provide relevant plant and animal stories as well as raising awareness of the zoo’s essential conservation work. The app also has a gamification element with each area unlocking special features and challenges.
Content Management System
A single Sitecore CMS framework powers the www.chesterzoo.org desktop and mobile websites as well as the app via a bespoke API that was developed by us.
This system means that zoo staff have total control over the content they post and only have to input it once in order to get it live on the website, the mobile site and the app simultaneously which has helped to streamline team processes and maximise the value of content.
Results
We’ve increased revenues and improved operations by using a mix of mobile web and app technology to enable pre-visit planning, reduce queue time at the zoo and enhance storytelling, all through a single Sitecore CMS framework.
While many attractions have either a mobile app or mobile site, very few – if any – offer an optimised checkout process like Chester Zoo; the functionality we have been able to develop and introduce puts the zoo well ahead of the competition in this and many other respects.
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