Point Defiance Zoo & Aquarium

Setting an exceptional organization apart

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We designed an organization’s website, creating seamless inroads to their content, services, and audacious vision

The Challenge

Point Defiance Zoo & Aquarium (PDZA) is the only combined zoo and aquarium in the Pacific Northwest. The previous website didn’t do justice to the PDZA’s transformational vision of protection, care, and conservational action. The rebrand and redesign’s primary focus was to highlight the organization’s commitment to animal welfare, veterinary care, and education while also giving a preview of the attraction visitors can expect to find.

Our Solution

The original PDZA website had a cluttered layout and a broad palette of clashing colors. Numerous usability issues detracted from the site visitor’s ability to use the website as a tool supplementary to the in-person zoo experience. A key objective of the redesign was creating clear paths to critical actions, allowing users to quickly find the information they were looking for and buy tickets, sign up for a membership, or donate. Taking care of logistics before the visit allows users to make the most of their time discovering the sights, sounds, and attractions.

Key Contributors
Jesse Bufkin
Jesse Bufkin
Chris Allen
Chris Allen
Eunice Do
Eunice Do
Darryl Nicholson
Darryl Nicholson
Jamie Malsam
Jamie Malsam
Kaya Kim
Kaya Kim
Amber Franz
Amber Franz
Jeff Bick
Jeff Bick
Visit Site
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Remixing the color palette

Color is critical to an experience. Orange inspires action. Blue inspires trust. The underlying psychology is complex, but the gist is simple: color matters and must be strategically considered, just like any design element.

PDZA had a broad palette of colors that were inconsistently applied. In reconsidering their palette, we provided strategic consultation on using color to increase the likelihood of conversion with a minimalistic, easy-to-grasp page structure. Pops of color are supplementary to visuals, emphasizing the zoo’s attractions and how to navigate the site to learn more about them.

Before & After

Before

After

Tailoring the experience for various users

Customer experiences go far beyond digital touchpoints. In PDZA’s case, the bulk of what they offer clients happens on site. But a well-executed website can be the first plot point in a story, where action is incited, and interest is built.

A site visitor can find everything they need at the top of the page, but for those interested in diving deeper, the hierarchy of information is organized in terms of relevance. Order tickets, look at the zoo hours, and see what’s new. Or, if you want to plan your visit ahead of time, use the tool to plan your day, discovering daily presentations, directions and parking, and much more. The site structure starts with essential information and progresses in complexity for power users who want more.

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