A concept design of a
self-driving car tour service in zoo safari parks.
# HMI #Mobile App
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MY ROLE
Full-Stack Designer
TIMELINE
6/2024-9/2024
SKILL
Desktop Research, Survey, User Interview, Usability Test, Affinity Diagram, User Flow, IA, Storyboards, Personas, Wireframes, Prototyping.
TOOLS
Figma, Adobe Suite
OVERVIEW
“SafariRoam Guide” is a concept design of a
self-driving car tour service in zoo safari parks.
Combining an automotive Human-Machine Interface (HMI) with a companion mobile app, it streamlines the safari park journey from planning through post-visit, creating a more seamless and enjoyable adventure for families and friends.
TEAM
3 Bootcamp Students
IMPACT
77
SUS
We did two rounds of usability test. From first round to second round the SUS has been improved 7%.
40
Net Promoter Score
The final design net promoter score is 40, which means we did a great job, and our users are satisfied with the product experience.
Context
PROBLEM
Market and user research identified a key gap in family entertainment in zoo safari parks: People often struggle to balance driving with engaging in meaningful wildlife encounters alongside their families & friends, leading to missed moments of discovery.
PROJECT GOAL
SafariRoam Guide uses autonomous navigation to free users from operational concerns, letting them focus on their joy as they encounter wildlife together. We aim to create a trustworthy, smooth, and engaging self-driving car tour experience for zoo safari parks.
Make Trip Plan
Provide different type of users tour plan options before they start the trip.
Navigation & Tour Guide
A system that balances between text and audio options for showcasing animal and zoo information.
Car Camera
A camera system that allows users to easily take photos and check out trip highlights.
Car Control
Make the vehicle easy to understand & use, even the people who has no driving experience can confidently control the car.
CORE FEATURES
01
Research
Discovery Research
Self-driving Cars x Guided Tours
With the development of Technology, self-driving cars are quickly becoming part of the new normal. Self-driving technic is being used in may scenarios, however, it’s never being used at zoo or safari park.
Some zoos are so popular that the demand for transportation services exceeds the available supply, especially on weekends and during holidays.
A self-driving car tour service in zoo safari parks can enrich the visitor experience, enhance accessibility, contribute to conservation efforts, and promote a sustainable approach to wildlife tourism.
Competitors
Studying self-driving car brands, along with the services and transportation rules of zoo safari parks, helps us evaluate the feasibility of operating self-driving vehicles in such environments. Below are our takeaways.
Self-driving Car Brands
Seamless connection between the mobile app and the car display
“Built for riders, not drivers”
Good user guidance
Safety measures: Emergency assistant
Zoo Safari Parks
Mobile App
Trip plan tools
Easily customize trip plan
Easily find info
Quick access to help
Transportation
Shuttle bus, tour carts, and specialized vehicles.
Some safari parks allow personal vehicles
Accessible route
Understanding Users
User Interview
We structured 13 questions for 10 different types of users, asking them about their experience of zoo safari park trips, behaviors throughout the journey, and opinions on self-driving cars.
Below is what we found.
Summary of Affinity Map
02
Synthesis
Persona
2 Personas
Based on the user interview and research, we defined two personas to present the goals and pain points of our target users. We chose family to be the primary persona because it covers most zoo visitors’ scenarios.
A
Primary Persona
Family with 2 Kids
B
Secondary Persona
Senior with disability
Prerequisite
Minibus Concept
Here is our self-driving car! Driverless minibuses are perfect for families and friends, visitors wil enjoy a private tour with plenty of animal interactions. Book early, as mini-bus tours have
limited daily slots at Neverland Zoo.
Minibus Exterior
Car Tour Journey
The car tour journey has three key stages:
Before Trip
,
During Trip
,and
After Trip
Scope & Main Features
User Flow + Information Architecture
According to persona and car tour journey, we integrated a detailed flow with information architecture to explore all potential functions and pages that users might experience while they are using SafariRoam Guide.
Expand to see more
Reduce
03
Design & Iteration
Story + Design
Episode 1: Before Trip
Let’s go to the zoo this weekend!
OK
Yay!
Self-driving car is the best for our family!
We can put baby carriage at back!
This should be our car!
Fancy!
Reserve Car Tour
Provide accessible options when reserve the car
Unlock the Car
Phone app seamlessly connect with car hardware. unlock the car by phone.
Episode 2: Get on-board + Tour in Zoo Exhibition
Let’s drop baby carriage in car!
I can see real koala!
Koala is very cute!
Check it out on screen.
Mum, how does koala look like?
Tutorial & Safety Guideline
Route
Select Tour Plan
Safari Roam Guide provide different tour plan to meet visitors’ demands(time, interest, other visitors’ comments etc.)
Navigation & tour guide
A system that balances between text and audio options for showcasing animal and zoo information.
get off the car
Smoothly connect phone app with HMI system. Easy and intuitive.
Episode 3: Tour in Safari Park + After Trip
Mummy, take photos!
Car Camera
A camera system that allows users to easily take photos and check highlights.
Equity-based Design
For Vision Difficulty
Tour guide audio provides information in an accessible manner.
For Mobility Difficulty
Trunk & ramp for loading and unloading items(strollers, wheel chair, baby carriage)
For Emergency
Making emergency calls, initiating live chat, requesting support, and reporting issues.
Usability Tests
We conducted usability tests with 12 participants across two rounds of design iterations. Here’s what we went through.
SUS
Net Promoter Score
Main Pages Iteration
Home Page
Route Page
🔒 Contact to see more iteration details!
Visual Design
Style Guide
Inspired by nature's colors, our interface features rounded components and creates a comfortable and relaxed experience. We focus on delivering a clean, user-friendly design that builds trust while keeping riders at the center of every journey.
04
Takeaways
What could have been done better?
1
More realistic testing environments
What we did:
Tested on computers and Ipads
Introduced the zoo safari park scenario
If conditions permit:
Test on cars with HMI and phone devices
Virtual background that help users better immerse in the zoo safari park scenarios
2
Design System
Usage
What we did:
Created a comprehensive design system as we built the prototype
If conditions permit:
Define shades up front to save up effort for organizing the design system, which can in turn benefit both designers and developers
3
Introduction of PM and Engineers
What we did:
Created design guidelines, making it easier for developer handoff
Set up success metrics
If conditions permit:
Communicate with PM and engineers to further prepare the product for launching
Thanks for stopping by!
See more of my work:
A concept design of a
self-driving car tour service in zoo safari parks.
# HMI #Mobile App
Scroll Down
MY ROLE
Full-Stack Designer
TEAM
3 Bootcamp Students
OVERVIEW
“SafariRoam Guide” is a concept design of a self-driving car tour service in zoo safari parks.
Combining an automotive Human-Machine Interface (HMI) with a companion mobile app, it streamlines the safari park journey from planning through post-visit, creating a more seamless and enjoyable adventure for families and friends.
CORE FEATURES
Make Trip Plan
Provide different type of users tour plan options before they start the trip.
Navigation & Tour Guide
A system that balances between text and audio options for showcasing animal and zoo information.
Car Control
Make the vehicle easy to understand & use, even the people who has no driving experience can confidently control the car.
Car Camera
A camera system that allows users to
easily take photos and check out trip highlights.
Please view on larger screens for more design & design process details!