Designing for increasing visitor engagement in outdoor adventures at The Presidio
Designing for increasing visitor engagement in outdoor adventures at The Presidio
Designing for increasing visitor engagement in outdoor adventures at The Presidio
TEAM MEMBERS
TEAM MEMBERS
TEAM MEMBERS
Collaborative project, 5 designers, the Presidio Field Station team
Collaborative project, 5 designers, the Presidio Field Station team
Collaborative project, 5 designers, the Presidio Field Station team
TIMELINE
TIMELINE
TIMELINE
7 months, 2024
7 months, 2024
7 months, 2024
ROLE
ROLE
ROLE
Designer, Strategist
Designer, Strategist
Designer, Strategist
Organization background
Organization background
The Presidio is a beautiful national park in San Francisco, it's managed by the Presidio trust. The Presidio Trust is a federal agency established in 1996. They work to create a dynamic and sustainable park that offers cultural, recreational, and educational opportunities.
We worked alongside the Presidio Field Station- an organization under the umbrella of the Presidio trust.
The Presidio is a beautiful national park in San Francisco, it's managed by the Presidio trust. The Presidio Trust is a federal agency established in 1996. They work to create a dynamic and sustainable park that offers cultural, recreational, and educational opportunities.
We worked alongside the Presidio Field Station- an organization under the umbrella of the Presidio trust.
The Presidio is a beautiful national park in San Francisco, it's managed by the Presidio trust. The Presidio Trust is a federal agency established in 1996. They work to create a dynamic and sustainable park that offers cultural, recreational, and educational opportunities.
We worked alongside the Presidio Field Station- an organization under the umbrella of the Presidio trust.
Brief
Brief
Brief
The Field Station is a new destination opened to the public in 2022, they wanted to bring in a design team to assess how they could improve visitor experience.
The Field Station is a new destination opened to the public in 2022, they wanted to bring in a design team to assess how they could improve visitor experience.
The Field Station is a new destination opened to the public in 2022, they wanted to bring in a design team to assess how they could improve visitor experience.
Presidio Field Station
Presidio Field Station
Presidio Field Station
A multi sensory investigative center in the Presidio. The Field Station provides resources and support for visitors.
A multi sensory investigative center in the Presidio. The Field Station provides resources and support for visitors.
A multi sensory investigative center in the Presidio. The Field Station provides resources and support for visitors.
Understanding the Field Station's philosophy
Understanding the Field Station's philosophy
The Field Station describes their mission is to inculcate a sense of curiosity, with autonomy and showcase the value of ecoliteracy.
The Field Station describes their mission is to inculcate a sense of curiosity, with autonomy and showcase the value of ecoliteracy.
The Field Station describes their mission is to inculcate a sense of curiosity, with autonomy and showcase the value of ecoliteracy.
A visitor entering the Field station is greeted with the sight of ecological artifacts, maps from San Francisco's history and mini activities that one can do. Unlike a traditional museum/science center visitors are encouraged to touch and play with all the artifacts.
A visitor entering the Field station is greeted with the sight of ecological artifacts, maps from San Francisco's history and mini activities that one can do. Unlike a traditional museum/science center visitors are encouraged to touch and play with all the artifacts.
A visitor entering the Field station is greeted with the sight of ecological artifacts, maps from San Francisco's history and mini activities that one can do. Unlike a traditional museum/science center visitors are encouraged to touch and play with all the artifacts.
Creating a roadmap for The Field Station's future
Creating a roadmap for The Field Station's future
We struggled with identifying where we could best help the field station. To understand the situation better we conducted a workshop with the Field Station staff and a couple of visitors.
We struggled with identifying where we could best help the field station. To understand the situation better we conducted a workshop with the Field Station staff and a couple of visitors.
We struggled with identifying where we could best help the field station. To understand the situation better we conducted a workshop with the Field Station staff and a couple of visitors.
Observations and interviews
Observations and interviews
Observations and interviews
We started by interviewing visitors and observing how visitors interacted with activities in the Field Station. We also asked about how they got to the field station and their feedback about it.
We started by interviewing visitors and observing how visitors interacted with activities in the Field Station. We also asked about how they got to the field station and their feedback about it.
We started by interviewing visitors and observing how visitors interacted with activities in the Field Station. We also asked about how they got to the field station and their feedback about it.
We summarized our findings and created a customer journey map.
We summarized our findings and created a customer journey map.
We summarized our findings and created a customer journey map.
Workshop- Mapping an ideal experience
Workshop- Mapping an ideal experience
Workshop- Mapping an ideal experience
Our journey map showed the customer's journey before, during and after visiting the field station. During each step we highlighted the mental and physical steps of the visitor's current experience.
Our journey map showed the customer's journey before, during and after visiting the field station. During each step we highlighted the mental and physical steps of the visitor's current experience.
Our journey map showed the customer's journey before, during and after visiting the field station. During each step we highlighted the mental and physical steps of the visitor's current experience.
With the help of the field station staff we mapped out what an ideal experience may look like in the future
With the help of the field station staff we mapped out what an ideal experience may look like in the future
With the help of the field station staff we mapped out what an ideal experience may look like in the future
Emerging ideas- rejected, pinned and taking forward
Emerging ideas- rejected, pinned and taking forward
What does 'basecamp' mean for Field Station?
What does 'basecamp' mean for Field Station?
Currently Field Station is focused on it's indoor activities. The visitors love the indoors experience. Field Station gets swamped with visitors exploring about the Presidio's history and ecology.
Currently Field Station is focused on it's indoor activities. The visitors love the indoors experience. Field Station gets swamped with visitors exploring about the Presidio's history and ecology.
Currently Field Station is focused on it's indoor activities. The visitors love the indoors experience. Field Station gets swamped with visitors exploring about the Presidio's history and ecology.
Field Station wants to extend this kind of experience to the Presidio outdoors.
Field Station wants to extend this kind of experience to the Presidio outdoors.
Field Station wants to extend this kind of experience to the Presidio outdoors.
A new way to explore:
The outdoor adventures
A new way to explore:
The outdoor adventures
The Field station has carefully curated adventures for visitors to engage in. These adventures take visitors to all around the presidio.
The Field station has carefully curated adventures for visitors to engage in. These adventures take visitors to all around the presidio.
The Field station has carefully curated adventures for visitors to engage in. These adventures take visitors to all around the presidio.
A few examples
A few examples
This is how the field station displayed these adventures
This is how the field station displayed these adventures
This is how the field station displayed these adventures
Invisible
Invisible
Invisible
The board is lost amongst the surrounding displays. It does not have an impact on the viewer.
The board is lost amongst the surrounding displays. It does not have an impact on the viewer.
The board is lost amongst the surrounding displays. It does not have an impact on the viewer.
Unclear
Unclear
Unclear
What’s the information being communicated here? There's no call to action for visitors.
What’s the information being communicated here? There's no call to action for visitors.
What’s the information being communicated here? There's no call to action for visitors.
Messy
Messy
Messy
Where do you look? The board lacks hierarchy and visitors thought it was a display.
Where do you look? The board lacks hierarchy and visitors thought it was a display.
Where do you look? The board lacks hierarchy and visitors thought it was a display.
Making decisions about information visualization
Making decisions about information visualization
There was a ton of information to be communicated to the visitors in a small space. We needed to design to capture attention and communicate 'how to get started?' From testing and feedback about the current board we found that:
There was a ton of information to be communicated to the visitors in a small space. We needed to design to capture attention and communicate 'how to get started?' From testing and feedback about the current board we found that:
There was a ton of information to be communicated to the visitors in a small space. We needed to design to capture attention and communicate 'how to get started?' From testing and feedback about the current board we found that:
Accidental visits
Accidental visits
Accidental visits
Visitors stumble into Field Station, visits are unplanned and short
Visitors stumble into Field Station, visits are unplanned and short
Visitors stumble into Field Station, visits are unplanned and short
Unfamiliar concept
Unfamiliar concept
Unfamiliar concept
Visitors aren't really familiar with adventuring. What imagery does it invoke?
Visitors aren't really familiar with adventuring. What imagery does it invoke?
Visitors aren't really familiar with adventuring. What imagery does it invoke?
Visitors look for trails
Visitors look for trails
Visitors look for trails
Visitors liked the idea of going on a trail with their family.
Visitors liked the idea of going on a trail with their family.
Visitors liked the idea of going on a trail with their family.
Unknown destinations
Unknown destinations
Unknown destinations
The Presidio has beautiful destinations, but local visitors do not know them
The Presidio has beautiful destinations, but local visitors do not know them
The Presidio has beautiful destinations, but local visitors do not know them
Guiding principles for the adventures board
Guiding principles for the adventures board
We conducted a workshop with the Field Station staff to make decisions about the information to be displayed and how to communicate the adventures idea. The board needed to be:
We conducted a workshop with the Field Station staff to make decisions about the information to be displayed and how to communicate the adventures idea. The board needed to be:
We conducted a workshop with the Field Station staff to make decisions about the information to be displayed and how to communicate the adventures idea. The board needed to be:
A visual demonstration of the adventures and instructions about how to get started.
A visual demonstration of the adventures and instructions about how to get started.
A visual demonstration of the adventures and instructions about how to get started.
A tool to help staff members communicate various destinations and trails
A tool to help staff members communicate various destinations and trails
A tool to help staff members communicate various destinations and trails
Flexible and changeable to seasonal changes
Flexible and changeable to seasonal changes
Flexible and changeable to seasonal changes
Prototype testing
Prototype testing
The next 3 months we did 6 rounds of tests at the Field Station, we were lucky enough to test with actual visitors and get feedback. Our strategy while testing was to not defend, instruct or pitch, we just simply asked them to think out loud and asked them 'what do you think this is about?'.
The next 3 months we did 6 rounds of tests at the Field Station, we were lucky enough to test with actual visitors and get feedback. Our strategy while testing was to not defend, instruct or pitch, we just simply asked them to think out loud and asked them 'what do you think this is about?'.
The next 3 months we did 6 rounds of tests at the Field Station, we were lucky enough to test with actual visitors and get feedback. Our strategy while testing was to not defend, instruct or pitch, we just simply asked them to think out loud and asked them 'what do you think this is about?'.
Final version
Final version
We took advantage of the metal board and used magnets to attach our designs to the wall. We included step-by step instructions at every step. We chose to go for a modern and clean design aesthetic.
We took advantage of the metal board and used magnets to attach our designs to the wall. We included step-by step instructions at every step. We chose to go for a modern and clean design aesthetic.
We took advantage of the metal board and used magnets to attach our designs to the wall. We included step-by step instructions at every step. We chose to go for a modern and clean design aesthetic.
The map
The map
The final map is A0 sized and clean and easy to read
Focused on trails and destinations within the Presidio
Overlaid with destination cards. These are designed to be changeable seasonally
The final map is A0 sized and clean and easy to read
Focused on trails and destinations within the Presidio
Overlaid with destination cards. These are designed to be changeable seasonally
The final map is A0 sized and clean and easy to read
Focused on trails and destinations within the Presidio
Overlaid with destination cards. These are designed to be changeable seasonally
Trail Highlights
Trail Highlights
This part is called ‘along the trails’ and showcases 5 trails near the field station. (Color coordinated with map)
Each envelope is stacked with cards that showcase destinations that the visitors can see
Informs visitor about trail distance and time taken to complete it.
This part is called ‘along the trails’ and showcases 5 trails near the field station. (Color coordinated with map)
Each envelope is stacked with cards that showcase destinations that the visitors can see
Informs visitor about trail distance and time taken to complete it.
This part is called ‘along the trails’ and showcases 5 trails near the field station. (Color coordinated with map)
Each envelope is stacked with cards that showcase destinations that the visitors can see
Informs visitor about trail distance and time taken to complete it.
Menu of Adventures
Menu of Adventures
The adventure menu displays all the available adventures and the associated gear that the visitors can borrow.
Every card has a call to action for the visitor
Gear is displayed on shelves besides the adventure menu items
The adventure menu displays all the available adventures and the associated gear that the visitors can borrow.
Every card has a call to action for the visitor
Gear is displayed on shelves besides the adventure menu items
The adventure menu displays all the available adventures and the associated gear that the visitors can borrow.
Every card has a call to action for the visitor
Gear is displayed on shelves besides the adventure menu items
Accessibility
Accessibility
Translated menu of adventures in Chinese and Spanish is displayed alongside the larger menu of adventures
Translated menu of adventures in Chinese and Spanish is displayed alongside the larger menu of adventures
Translated menu of adventures in Chinese and Spanish is displayed alongside the larger menu of adventures
Demo of the menu of adventures
Demo of the menu of adventures
Demo of the menu of adventures
In the future
In the future
The adventure's board is a starting point for the Field Station's vision. It informs the visitors of these adventures and guides them on how to get started.
The adventure's board is a starting point for the Field Station's vision. It informs the visitors of these adventures and guides them on how to get started.
The adventure's board is a starting point for the Field Station's vision. It informs the visitors of these adventures and guides them on how to get started.
Look and feel of the space
Look and feel of the space
Look and feel of the space
How does the space outside the field station reinforce the idea of 'basecamp'. Can there be events and a community around this idea?
How does the space outside the field station reinforce the idea of 'basecamp'. Can there be events and a community around this idea?
How does the space outside the field station reinforce the idea of 'basecamp'. Can there be events and a community around this idea?
Designing for a specific persona
Designing for a specific persona
Designing for a specific persona
How can we showcase an adventure experience for group of school students. Can there be an educational element to this?
How can we showcase an adventure experience for group of school students. Can there be an educational element to this?
How can we showcase an adventure experience for group of school students. Can there be an educational element to this?
Learnings
Learnings
Learnings
Designing along with stakeholders
Designing along with stakeholders
Designing along with stakeholders
I'm glad that we got to involve the Presidio team from the start. Facilitating workshops was fun for us and the participants loved the ideas and vision that we set together.
I'm glad that we got to involve the Presidio team from the start. Facilitating workshops was fun for us and the participants loved the ideas and vision that we set together.
I'm glad that we got to involve the Presidio team from the start. Facilitating workshops was fun for us and the participants loved the ideas and vision that we set together.
From single 'solution' to design ecosystem
From single 'solution' to design ecosystem
From single 'solution' to design ecosystem
Working with the Presidio made me consider so many touchpoints in visitor experience that would need to be designed. My biggest and kind of obvious takeaway was that any design cannot exist in silo.
Working with the Presidio made me consider so many touchpoints in visitor experience that would need to be designed. My biggest and kind of obvious takeaway was that any design cannot exist in silo.
Working with the Presidio made me consider so many touchpoints in visitor experience that would need to be designed. My biggest and kind of obvious takeaway was that any design cannot exist in silo.