Improving Zoo Praha’s Mobile Application and App Marketing
Ayush Kulkarni, Kevin MacDonald, Molly Olsen, Chloë Polit
Prague is home to the world-class Zoo Praha, known for its expansive exhibits and conservation efforts. With over 150 exhibits, 708 species, and 58 hectares of land, navigating Zoo Praha can be difficult. To help visitors navigate the zoo and its events, Zoo Praha has recently developed an app. However, due to perceived shortcomings of the app and its marketing, Zoo Praha feels there are improvements to be made before the app can become a staple of the visitor experience. The goal of this project was to develop recommendations for improvements to Zoo Praha’s mobile application and its marketing to increase app usage. To understand the current state of the application and the lack of awareness of the app, extensive interviews and surveys were conducted. Findings indicated that the app is not at a satisfactory level for employees to feel comfortable promoting the app, and the lack of marketing has led to minimal downloads. This guided the development of recommendations through a task list of feature improvements, alternative routes of application development, and recommended steps move forward.
See the final report here.