Redesigning the service ecosystem for wildlife attractions
How can visitors, staff, and even the animals themselves come together to build a better relationship with the planet?
Client
Wildlife Management
Industry
Travel & Tourism
Services
Research & Insights
The challenge
A wildlife management company was looking for a way to become a world class provider of animal welfare, while also driving operational excellence through a future ready workforce.
To achieve that vision, PSYKHE was engaged to work with the client's own Strategy & Innovation team to understand the current state of animal and employee experiences, envision an ideal future state, and chart out the path it would take to get there.
The approach
While employee experience mapping has an established methodology, the project had a unique requirement - to map the animal journey. Thus, we worked with a panel of animal welfare experts and the internal stakeholders to tailor-make and refine a unique research methodology to map the animal journey with an additional layer of consideration of animal welfare.
We used a mix of research methods to leverage on the strengths of:
Internal stakeholder interviews to gain a general understanding of the current state
Contextual observations to capture the context and behaviours of the animals and employees in the zoo, and
In-depth interviews to validate and gain a comprehensive understanding of the nuances in the animal and staff routines.
We consolidated and synthesised the research data to map and identify pain points in the animals’ and employees’ journeys. We framed these pain points into 57 How Might We statements and worked with the internal stakeholders and subject matter experts to further refine the current-state journey maps and HMW statements.
PSYKHE facilitated the prioritisation and selection of the HMWs to be brought into ideation. We engaged internal stakeholders in 3 in-person ideation workshops to generate ideas to develop an ideal future state.
Following which, we combined, refined, and prioritised the solutions generated in collaboration with the internal stakeholders. Finally, the solutions were captured and documented as part of the journey maps and were handed off to the client.
The impact
5
Current-state animal species maps 🐘
4
Current-state employee group maps 📍
5
Service blueprints for future initiatives
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