Zoos Victoria digital design

Looking after the digital branding, email templates, digital design and membership.

Just in time for school holidays, a new reason to visit! 

For the first two years (of my Zoo life), the school holiday quarterly landing page featured the old branding. I experimented with adding more photos and reducing the amount of text in web pages. See the holiday page from February 2011 >>.

My role was to create refreshed event pages every quarter from 2009 to 2016. The website needed to align with the print and/or TV advertising campaigns.

This is what I created :

1. One main Zoos Victoria landing page design (words/copy editing, digital graphics, custom HTML/CSS, device testing and bug fixing) for desktop and m-site for mobile.

2. Three event pages for free programs (graphics and build). One event page for each Zoo.

3. Three event pages featuring paid careers or childcare programs (graphics and build). One event page for each Zoo.

4. Four homepage banner designs for Zoos Victoria and the three Zoos.

5. Social media and email graphics and occasional social media and/or website competitions (including naming competitions).

6. Designs that align/match the Zoos digital visual style guide.

7. End-of-program reporting and analysis after the quarter ends.

Each campaign became an opportunity to refine how the Zoos Victoria brand was presented online, evolving the design with larger banners, richer colours, and creating a more engaging, visually cohesive experience.
See What’s new this Autumn in 2015 >>

In the Summer of 2017, we transitioned away from the highly successful quarterly school holiday programs. At Melbourne Zoo, we ran  “Get Close to Wonder“, a summer A/B test of a new responsive, video-enhanced, event-focused template. This led to the development of a new, event-focused responsive homepage design for all three Zoos. I was involved in leading all these projects.

Creating banners for different projects (Conservation, Videos, Membership, Events and Exhibits) below.
Note, they are slightly different sizes.

Building a new Zoo Membership System
The Zoo's previous online membership system was very confusing, requiring an overwhelming 22 steps to join. Working with digital agency Monkii (now Calico), we created a simpler membership process that cut the steps to just 5, including options for Pay-by-the-month and PayPal. The new system was designed to connect smoothly with our existing on-site systems, be mobile-friendly, and stay operational even during maintenance. This resulted in a 50% boost in online revenue thanks to the more user-friendly experience built on Drupal Commerce.