Problem Statement

Current physical identification cards face several challenges, including unclear type hierarchy, confusion around the ID's purpose, and low image clarity, making identification difficult in high-security environments like TSA. Physical cards are also vulnerable to counterfeiting and duplication, with multiple versions potentially existing if a card is lost.

Opportunity

A digital ID system can address these issues by offering clearer images without printing limitations, streamlining identification through purpose-specific displays, and enhancing security with advanced digital features. The limitless digital space allows for more identifying markers, improving both accuracy and user experience.

The Intended Audience

When designing Zoo-ly, I considered Seneca Park Zoo's audience. Middle-school-aged kids are the primary users, as they can easily navigate similar apps. Parents with toddlers are another group, operating the app for their young children to enjoy a digital zoo experience. Since Seneca Park Zoo is in a popular area for Rochester locals to walk, the app could also attract nearby visitors.

Designing for a Specific User Group

Starting to Design

After gathering feedback on initial concepts, I moved on to creating wireframes and low-fidelity prototypes to test usability before building the high-fidelity designs. Through this process I discovered aspects of the layout I found successful and not so successful.

What's Zoo-ly's Identity

Lessons I Learned

1. Don't get too lost in the sauce. Make sure every part of the process has the user in mind.

2. Simplify, Simplify, Simplify. Lesson the amount of features of the app to not overwhelm the user.

3. Explore more user flows! I wanted to explore a fun onboarding process, however, it did not follow the current user flow, but I would like to build on it.

And finally, the extended zoo experience