At the start of our engagement, the Zoo asked the TXI team to design and develop new user flows throughout its website. They wanted it to be easy to complete purchases online so people would choose self-service over calling the Zoo’s staff. They also wanted to eliminate the frustration people commonly experienced trying to purchase a day camp package or “adopt” an animal through the Zoo Parent program—both crucial revenue generators for the Zoo.
The problem: the site’s current infrastructure and features were underperforming. If we added to them, we risked creating more friction for everyone. Before we built anything new, we needed to identify the source of the headaches and modernize the Zoo’s existing code and infrastructure.
At the same time, we also knew that the current digital experience created a burden that employees were shouldering in real-time. For their sake, we couldn’t afford to tinker with the site for months before releasing updates.
So, we set a practical benchmark that would let us deliver the most value at the lowest possible cost —and do so in as short a timeframe as possible. We could gather user feedback, test updates, and iterate.