Social Impact
User Experience
Service Design
Beyond the Field Station
Beyond the Field Station
Beyond the Field Station
Elevating Visitor Engagement in Presidio National Park
Elevating Visitor Engagement in Presidio National Park
Elevating Visitor Engagement in Presidio National Park
DNDA24 EDUCATION HCD+ RECOGNITION
DNDA24 EDUCATION HCD+ RECOGNITION
DNDA24 EDUCATION HCD+ RECOGNITION
Overview
Overview
Partnered with San Francisco Presidio Field Station to map user journeys, enhancing outdoor adventure experiences and increasing visitor engagement at Presidio National Park.
Focused on user experience in a service design initiative.
Successfully launched at the Presidio Field Station, significantly boosting participation in outdoor activities.
Partnered with San Francisco Presidio Field Station to map user journeys, enhancing outdoor adventure experiences and increasing visitor engagement at Presidio National Park.
Focused on user experience in a service design initiative.
Successfully launched at the Presidio Field Station, significantly boosting participation in outdoor activities.
Duration
Duration
7 Months, Jan-Aug 2024
7 Months,
Jan-Aug 2024
7 Months,
Jan-Aug 2024
My Role
My Role
Experience Designer, User Researcher, Visual Designer
Experience Designer, User Researcher, Visual Designer
Experience Designer, User Researcher, Visual Designer
Team
Team
Collaborative project, 5 designers
Collaborative project, 5 designers
Collaborative project, 5 designers
Mentor
Mentor
Professor Marc O’Brien, Rochelle Ardesher
Marc O’Brien, Rochelle Ardesher
Marc O’Brien, Rochelle Ardesher
Design Process
Who is Presidio Field Station
Who is Presidio Field Station
Our Nearest National Park — Presidio
Our Nearest National Park — Presidio
In our first meeting with the Presidio team, they asked if we'd ever visited Yosemite, Yellowstone or other national park. Then they hit us with a surprise, they said Presidio is the only national park located within a city!
In our first meeting with the Presidio team, they asked if we'd ever visited Yosemite, Yellowstone or other national park. Then they hit us with a surprise, they said Presidio is the only national park located within a city!
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.
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.
A Multi-Sensory Investigative Center — Presidio Field Station
A Multi-Sensory Investigative Center — Presidio Field Station
Stepping into Presidio Field Station, the wooden space is filled with the aroma of herbs, a rich array of artifacts, and soft background music mixed with children's laughter. There are microscopes and magnifying glasses that one might find in a science museum, offering a closer look at the marvelous details of nature, with sunlight streaming through glass windows decorated with plant illustrations.
Stepping into Presidio Field Station, the wooden space is filled with the aroma of herbs, a rich array of artifacts, and soft background music mixed with children's laughter. There are microscopes and magnifying glasses that one might find in a science museum, offering a closer look at the marvelous details of nature, with sunlight streaming through glass windows decorated with plant illustrations.
Understanding Field Station’s Philosophy
Understanding Field Station’s Philosophy
Presidio Field Station's mission is to create a fun and autonomous environment where visitors are encouraged to be curious as they explore. Unlike traditional museums or science centers, visitors at there are encouraged to touch and interact with all artifacts.
Presidio Field Station's mission is to create a fun and autonomous environment where visitors are encouraged to be curious as they explore. Unlike traditional museums or science centers, visitors at there are encouraged to touch and interact with all artifacts.
Why They Wanted Us
Why They Wanted Us
The collaboration with 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. Our Interaction Studio at CCA had the perfect opportunity to connect and work with them on this project.
The collaboration with 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. Our Interaction Studio at CCA had the perfect opportunity to connect and work with them on this project.
Designer's Dilemma: Where We Could Best Help Them
Designer's Dilemma: Where We Could Best Help Them
Unlike our other projects that focused on product design, this one pivoted towards service design, where no physical product was the centerpiece but rather the enhancement of user experiences through conceptual innovation.
As interaction designers, this project pushed us out of our comfort zone, challenging us to apply our skills in new and unfamiliar contexts.
Unlike our other projects that focused on product design, this one pivoted towards service design, where no physical product was the centerpiece but rather the enhancement of user experiences through conceptual innovation.
As interaction designers, this project pushed us out of our comfort zone, challenging us to apply our skills in new and unfamiliar contexts.
Interview
We started by interviewing visitors and observing their interactions with activities at the Field Station to gather preliminary information about the current experience.
We also conducted in-depth interviews with staff to understand their needs and expectations.
Interview
We started by interviewing visitors and observing their interactions with activities at the Field Station to gather preliminary information about the current experience.
We also conducted in-depth interviews with staff to understand their needs and expectations.
Interview
We started by interviewing visitors and observing their interactions with activities at the Field Station to gather preliminary information about the current experience.
We also conducted in-depth interviews with staff to understand their needs and expectations.
Journey Mapping
Our journey map illustrated the customer’s journey before, during, and after visiting the Field Station. We highlighted the mental and physical steps involved in the visitor's current experience at each stage.
Journey Mapping
Our journey map illustrated the customer’s journey before, during, and after visiting the Field Station. We highlighted the mental and physical steps involved in the visitor's current experience at each stage.
Journey Mapping
Our journey map illustrated the customer’s journey before, during, and after visiting the Field Station. We highlighted the mental and physical steps involved in the visitor's current experience at each stage.
Workshops
To ensure alignment with the Presidio team’s ideas, we conducted two workshops with them.
After extensive discussions, we reached a consensus on the design direction. The Field Station is looking to extend this refined experience to other parts of Presidio.
Workshops
To ensure alignment with the Presidio team’s ideas, we conducted two workshops with them.
After extensive discussions, we reached a consensus on the design direction. The Field Station is looking to extend this refined experience to other parts of Presidio.
Workshops
To ensure alignment with the Presidio team’s ideas, we conducted two workshops with them.
After extensive discussions, we reached a consensus on the design direction. The Field Station is looking to extend this refined experience to other parts of Presidio.
How Field Station wants to enable this outdoors experience
How Field Station wants to enable this outdoors experience
During our workshops, we identified three key themes: Basecamp, Group Value, and Outdoor Experience. Based on these themes, we pinpointed three directions for the next phase of our design opportunities
During our workshops, we identified three key themes: Basecamp, Group Value, and Outdoor Experience. Based on these themes, we pinpointed three directions for the next phase of our design opportunities
⭐️ Rebrand field station as basecamp
⭐️ Rebrand field station as basecamp
⭐️ Rebrand field station as basecamp
Make the field station the entry point to all kinds of adventures
Make the field station the entry point to all kinds of adventures
Make the field station the entry point to all kinds of adventures
Bringing value for schools group
Bringing value for schools group
Bringing value for schools group
Embrace experiential learning opportunities that take education beyond the classroom
Embrace experiential learning opportunities that take education beyond the classroom
Embrace experiential learning opportunities that take education beyond the classroom
Reimagining Outdoor Adventures
Reimagining Outdoor Adventures
Reimagining Outdoor Adventures
Making the current self-guided adventures more interesting and appealing to visitors
Making the current self-guided adventures more interesting and appealing to visitors
Making the current self-guided adventures more interesting and appealing to visitors
Its a little difficult to design in a place so unique and working smoothly，We found most value in rebranding FS as a basecamp to bring life to parts of the Presidio that might go unnoticed
Its a little difficult to design in a place so unique and working smoothly，We found most value in rebranding Field Station as a basecamp to bring life to parts of the Presidio that might go unnoticed
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 wants to extend this kind of experience to the Presidio outdoors.
Currently Field Station is focused on it's indoor activities. The visitors love the indoors experience. Field Station wants to extend this kind of experience to the Presidio outdoors.
By reimagining the Field Station as a comprehensive "basecamp," we aim to introduce a new concept that transforms it into the core launchpad for the entire park, enhancing visitor engagement both indoors and out. This approach aims to seamlessly integrate indoor success with the vast outdoor potential of the park.
By reimagining the Field Station as a comprehensive "basecamp," we aim to introduce a new concept that transforms it into the core launchpad for the entire park, enhancing visitor engagement both indoors and out. This approach aims to seamlessly integrate indoor success with the vast outdoor potential of the park.
Solution
1. Outdoor Adventure Display Board
1. Outdoor Adventure Display Board
The Field Station offers a multitude of activities, yet many visitors remain unaware of the extensive options available throughout Presidio. To address this, there is a need to enhance signage and adventure boards. This improvement will focus on better visibility, clarity, and readability, making it easier for visitors to discover and participate in outdoor adventures.
The Field Station offers a multitude of activities, yet many visitors remain unaware of the extensive options available throughout Presidio. To address this, there is a need to enhance signage and adventure boards. This improvement will focus on better visibility, clarity, and readability, making it easier for visitors to discover and participate in outdoor adventures.
Current Board
Invisible
Invisible
Visitors skip through the board, it goes unnoticed
Visitors skip through the board, it goes unnoticed
Visitors skip through the board, it goes unnoticed
Unclear
Unclear
Visitors can’t visualize what adventures can look like
Visitors can’t visualize what adventures can look like
Visitors can’t visualize what adventures can look like
Messy
Messy
chaotic presentation of information, visitors are often unsure where to look
chaotic presentation of information, visitors are often unsure where to look
chaotic presentation of information, visitors are often unsure where to look
Our Board Design Strategy
Our Board Design Strategy
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 how to get started
A visual demonstration of the adventures and how to get started
A tool that helps the staff communicate adventures
A tool that helps the staff communicate adventures
Flexible and changeable for seasonal changes
Flexible and changeable for seasonal changes
All-in-one board to gear up for adventures
All-in-one board to gear up for adventures
The Map
The Map
Cleaner and easy to read map
Cleaner and easy to read map
Focused on trails and destinations within the presidio
Focused on trails and destinations within the presidio
Destination cards are designed to be changeable seasonally
Destination cards are designed to be changeable seasonally
Along the Trails
Along the Trails
Focusing on 5 trails near the field station.
Focusing on 5 trails near the field station.
The destination card stack showcases cool destinations that the visitors can see along the way.
The destination card stack showcases cool destinations that the visitors can see along the way.
Informs visitor about trail distance and time taken to complete it.
Informs visitor about trail distance and time taken to complete it.
The Adventure Menu
The Adventure Menu
The new adventure menu has more room to breathe
The new adventure menu has more room to breathe
Every card has a call to action for the visitor
Every card has a call to action for the visitor
Gear is displayed on shelves besides the adventure menu items
Gear is displayed on shelves besides the adventure menu items
Multilingual Accessibility
Multilingual Accessibility
Our boards feature translations in multiple languages, ensuring accessibility and enhancing engagement for a diverse visitor base.
Our boards feature translations in multiple languages, ensuring accessibility and enhancing engagement for a diverse visitor base.
Before the Final Version
We did 6 rounds of Prototype Testing at the field station in 3 month. 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?'.
We did 6 rounds of Prototype Testing at the field station in 3 month. 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?'.
2. A New Way to Explore
2. A New Way to Explore
The concept of the basecamp is the ability for visitors to start their adventure at the Field Station and return there to complete their journey. The Field Station has carefully curated a range of adventures that guide visitors throughout Presidio. Upon returning, visitors achieve the final step of the 'umbrella diagram'—receiving a reward or takeaway.
The concept of the basecamp is the ability for visitors to start their adventure at the Field Station and return there to complete their journey. The Field Station has carefully curated a range of adventures that guide visitors throughout Presidio. Upon returning, visitors achieve the final step of the 'umbrella diagram'—receiving a reward or takeaway.
Let us show you what this journey can look like
The board on the field station displays adventures the visitor can go on
Staff members at the FS tells the visitor about these adventures
The visitor scans QR code of the adventure that they want to go on
This leads them to the web app that can guide them to go on this adventure
Visitors can access information about different trails, and choose the one they like
Check out an adventuring kit, gearing up and assembling everything together
The web app guides users beyond the Field Station and updates them on activities
The web app aims for easy navigation, designed to reduce screen time and only provide essential updates on directions and activities
We wanted to add moments of delight across presidio park
Visitors return to the Field Station to share their experiences and questions
Let us show you what this journey can look like
The board on the field station displays adventures the visitor can go on
Staff members at the FS tells the visitor about these adventures
The visitor scans QR code of the adventure that they want to go on
This leads them to the web app that can guide them to go on this adventure
Visitors can access information about different trails, and choose the one they like
Check out an adventuring kit, gearing up and assembling everything together
The web app guides users beyond the Field Station and updates them on activities
The web app aims for easy navigation, designed to reduce screen time and only provide essential updates on directions and activities
We wanted to add moments of delight across presidio park
Visitors return to the Field Station to share their experiences and questions
Let us show you what this journey can look like
The board on the field station displays adventures the visitor can go on
Staff members at the FS tells the visitor about these adventures
The visitor scans QR code of the adventure that they want to go on
This leads them to the web app that can guide them to go on this adventure
Visitors can access information about different trails, and choose the one they like
Check out an adventuring kit, gearing up and assembling everything together
The web app guides users beyond the Field Station and updates them on activities
The web app aims for easy navigation, designed to reduce screen time and only provide essential updates on directions and activities
We wanted to add moments of delight across presidio park
Visitors return to the Field Station to share their experiences and questions
Video Demo
Key Learning
Service Design as Experience Design
Service Design as Experience Design
Experience is an abstract concept where every detail counts as part of the design itself. Design need not be confined to traditional forms like apps or websites; it encompasses any interaction that shapes user experience
Experience design transcends traditional physical products, encompassing any element that shapes user experience
Every detail within an experience is a part of the design, highlighting the importance of thoughtful interaction at every level
Experience is an abstract concept where every detail counts as part of the design itself. Design need not be confined to traditional forms like apps or websites; it encompasses any interaction that shapes user experience
Experience design transcends traditional physical products, encompassing any element that shapes user experience
Every detail within an experience is a part of the design, highlighting the importance of thoughtful interaction at every level
Expanding the Realm of Experience Design
Expanding the Realm of Experience Design
The potential of experience design lies in its ability to create touch points that engage users at various stages of their interaction, making every point a chance to deepen the connection and enhance the overall experience.
The potential of experience design lies in its ability to create touch points that engage users at various stages of their interaction, making every point a chance to deepen the connection and enhance the overall experience.
Never far away
let’s connect!
Drop a text +1 415-990-8361
Never far away
let’s connect!
Drop a text +1 415-990-8361
Never far away
let’s connect!
Drop a text +1 415-990-8361