San Diego Zoo Safari Park
A New Site for a Wild Destination
Visual + UX Design / User Research / Brand Strategy / Spot Illustration / Art Direction
A Refuge for Endangered Wildlife Deserves a Website that Inspires People to Visit.
One of the largest tourist attractions in San Diego County, the Safari Park houses an amazing array of animals from around the world.
Located 30 miles North of San Diego proper in the outskirts of Escondido, I needed to let potential visitors know that if they made the drive, they were in for an experience completely unique from its older, better-known sibling, the San Diego Zoo.
After looking at the previous website’s visitor analytics, I knew that we had a limited attention-span window, which meant grabbing a potential visitor’s interest and providing them with key information quickly.
Goals:
Responsive design.
Flexible page templates.
Visitation info at a glance.
Visitor-centric navigation and site flow.
ADA accessibility.
Inspirational photography & video.
Designed to Breathe
By focusing on the natural beauty of its amazing animals and wide open vistas, the Safari Park is revealed as the special treat that it is for nature and wildlife lovers alike.
Flexible Building Blocks
Page templates needed to be flexible enough to meet different content needs, from searchable collections of animals you’ll encounter at the Park, to upgraded experiences with pricing and booking options, to seasonal happenings like Summer Safari and Butterfly Jungle.
Mix and match content components allow Marketing, Sales, and Education teams to put pages together with ease, while maintaining a cohesive user experience—visually and functionally.
Designed to Be Accessible
The San Diego Zoo Safari Park is a destination for everyone, and the site needed to reflect that.
Live text throughout the site for screen readers and translation services.
ADA AA minimum text contrast.
Descriptive alt text on images.
Prototypes presented to visually impaired focus group for testing & feedback.
Stephanie Bevil-Pagaduan
