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TRACKING DATA

The two objectives of this particular primary research are to create a persona of a family and frame a typical route taken by families in general and

 

The general route is extracted from data collected upon tagging five families. The desired data for a persona can be obtained from their interactions with zoo animals, zoo facilities and among themselves. 

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Persona

Routes

Analysis of 

routes

General information

on enclosures

Persona

mom

Looks forward to the time when the whole family gather together

elder brother 

Joins family trip. However, also spends much time with friends

sister

spends time wiht family

adam

Excited for family trips

​

dad

Busy with work most of the time.

Trasures family time 

Families make the bulk of local visitors to Singapore Zoo. This is not surprising as the many facilities are catered to families with children. The kid-centric design of the Singapore Zoo has definitely attract this target group. 

Routes

*hover your cursor on the box to find more info regarding each enclosures 

cotton-top tamarins

  • Location: near entrance

  • Animals able to freely move around the area

  • Manages to attract attention of visitors

  • Enclosure is an open space & covers a rather large area

  • Viewing area basically 360 degrees of enclosure, & visitors can move around to catch sight of tamarins as they move around as well

  • Signs/boards with facts & trivia of animals

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Upon buying the tickets, Adam's family typically stops at this spot as it this the first thing that catches their attention.

 

Time spent: 3mins  

​Upon buying the tickets, Adam's family typically stops at this spot as it this the first thing that catches their attention.

The sheer number of the fish often stuns them for a moment!

​

 

Time spent: 3mins  

fishes in the pond

  • Location: below treetop boardwalk

  • Visitors have to pass by area to continue on their journey if they chose this route

  • Presence of tall railings for safety reasons

  • Pond covers a large area

  • Able to grasp attention of visitors-often look over railings to see what is in the pond

  • Quite crowded around the area

greater mouse-deer

  • Location: beside treetop boardwalk

  • Visitors have to pass by habitat to continue on their journey

  • Could not really see animal in its habitat

  • Habitat a bit dark-could not scrutinize area properly

  • Signs/boards present to inform visitors about animal

Catching the sight of this animal is something Adam's family does not have much luck with! Or it could be just the animal loves to hide.

 

Time spent: 1mins  

It's otter time! 

They love these cute animals. If they are lucky, they can see the animals rubbing their bodies against the logs around and making sounds! How playful!

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Time spent: 7mins  

  • Location: Along pathway/routes visitors take; beside sheltered walkway

  • Enclosure does not take up a large space

  • Viewing area almost 360 degrees of enclosure

  • Presence of rocks, logs & water body for otters to swim in & play in

  • Could not really see otters initially, but later in the day, could see them

  • Not many visitors visited habitat initially, but more attracted when otters appeared

  • Braille signs available for visually-impaired visitors 

asian small-clawed otter
white tiger

  • Location: doorway that leads to enclosure from one of the main routes(sheltered walkway)

  • More than one way to enclosure

  • Lots of trees, bushes & greenery within enclosure

  • Viewing area spans across front of enclosure, can accommodate many visitors

  • Main area of enclosure found a distance away from viewing area, & between there is a deep chasm & river at the bottom                                                                                            : Presence of railings-safety reasons for visitors

  • Signs/boards present to inform visitors about animal-eg. natural habitats, statistics

  • Activities for visitors to engage with

  • Exhibits such as products made from tiger parts-to educate visitors

  • Television playing footage, showing tigers in their natural habitat & how they are poached

  • Braille signs available for visually-impaired visitors 

Tiger enclosure always bring excitation to Adam's family, especially Adam himself!

As he could not wait for the feeding time to starts, he would indiscriminately press the button available at the enclosure!

His older siblings, however, upon pressing the buttons, tend to prefer studying the displayed artifacts.

​

Time spent: 15mins

​

 

The Pygmy Hippo's enclosure is hard to miss when the family exits the White tiger enclosure! Dad was amazed by the size of the hippo then he decided to read the signage. His parents usually take a short break, sitting on the available benches.

​

 

Time spent: 5mins

Pygmy Hippopotamus

  • Seats & fans available for visitors

  • Viewing area spans across front of enclosure

  • Large water body present within enclosure for them to drink from/swim in

  • Facilities such as vending machine and trash bins present

  • Signs/boards present with infographics to inform visitors about the animal

  • Enclosure encased by glass panel

australasia

-eg. Kangaroos, tree kangaroo

  • Signs/boards present to inform visitors about animals

  • Viewing area quite limited-when animals are further inside enclosure, view is obstructed

  • ‘Kangaroo crossing’ sign placed along the route to warn visitors

  • Air-conditioned room present further inside

  •   Tree Kangaroos enclosure found here

  •    o   Enclosed by glass

  •   o   Presence of trees & branches for animals to move about

  •      :Presence of infographics to educate visitors about animals

  • A giant mat which shows how far animals can jump which visitors can try out, giving them a gauge of the difference 

  • Seats available

  • Room found along the route, visitors have to walk through to exit Australasia

Adam's family then proceeds to Australasia, where they are amazed by the marsupials. They are always caught by the kangaroo signage where they show unusual graphics of kangaroo life stages.

 

Adam often drags his parents to walk faster as he is enthusiastic to jump on the mat near the tree kangaroo area.

​

Time spent: 7mins

Before going to the elephant's show, they family will make a trip to catch the splash show! 

They will use the waiting time to catch a break, eat the bread they bring from home, and reapply insect repellents. 

 

They like to pick the seat close to the stage.

 

Time spent: 30mins 

 

 

splash show

  • Very large viewing area with many seats

  • Presence of food kiosks

  • Trash bins available beside food kiosks, including recycling bins

  • Presence of speakers to amplify voice of emcee/announcer for visitors to hear better

  • Presence of railings along steps for visitors to hold on to, safer especially for kids & elderly

  • Seats color-coded: first 2 rows are in the splash zone, color-coded light blue, while other seats are darker blue

  • Engages the audience by asking for volunteers to interact with animals during activities

asian elephants

After the splash show, they usually like to watch the Elephant of Asia show. As the show si 30 mins later, they use this time to eat more bread and catch some rest. Adam would sometimes get bored and start getting interested in what other visitors are doing. As such, they sometimes end up talking with strangers about their day in the zoo. 

 

During the show, Adam and family would occasionally take pictures of the elephants doing their tricks

 

Time spent: 1hour

 

The family continues their journey by entering the Wild Africa track. They start off visiting the big cats' enclosure.

 At the leopard's enclosure, Adam is amused when he sees the leopard is walking around the enclosure.

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Time spent: 5mins 

 

 

leopard

  • Very small enclosure: leopard can only move back and forth/walk in circles

  • Viewing area also cramped, limited space for visitors to move, worry about getting in the way of others

  • Enclosure encased by glass panels

  • Signs/boards are presents

  • Area further behind connected to enclosure; also encased by glass panel

  • However connecting path within enclosure seems narrow/obstructed by branches & a small  water body

zebra and giraffe

  • Very small enclosure: leopard can only move back and forth/walk in circles

  • Viewing area also cramped, limited space for visitors to move, worry about getting in the way of others

  • Enclosure encased by glass panels

  • Signs/boards are presents

  • Area further behind connected to enclosure; also encased by glass panel

  • However connecting path within enclosure seems narrow/obstructed by branches & a small  water body

 

What the family love when going through the Wild African track is when they talk about the character from the Movie Madagascar and also The Lion King. 

 

Time spent: 5mins

 

The Crocodile enclosure is one of their favourites! When they are lucky, they would catch a chat with the zookeeper and ask more about the crocodile!

 

Time spent: 5mins

 

sungei buaya

  • Seats and fans available in the viewing area 

  • Manages to attract many visitors to the habitat

  • Enclosure encased by glass panels-due to presence of the crocodile and water

  • Many visitors glued to glass panels to get closer look

  • Zookeeper present-was asked questions by visitors

  • Signs/boards are present

  • Exhibits present, sharing fun facts about the crocodile’s weight, feeding methods, etc.

  •       : eg. skulls of crocodiles 

fragile forest 

  • Interesting caption at the entrance  to area "Your journey begins here.”

  • Enclosure allows for interactions between animals & visitors, where visitors can get close to animals

  • Fist stop shows animals present at typical pond/swamps

  • Next is butterfly sanctuary, where butterflies are free to roam around

  •       : Signs with trivia & facts scattered around enclosure

  •       : Signs to warn visitors not to leave gate/door open for too long to prevent butterflies from              escaping

  • Next stop: birds sanctuary

  •       : Huge variety of birds species, allowed to fly freely around enclosure

  •       : Elevated viewing platform: allows visitors to get any                visitors utilizes itbetter view of enclosure & animals-m

  •       : Not much signs/boards present to introduce species

  • Doors may be dangerous for animals-could hurt them by accident if not careful enough

  • Last stop: bugs/beetles, scorpion, mangrove area

  •       : Infographics available 

  •       : Artifacts and sculptures to educate public

  •       : Location-along passageway that follows after fragile forest

 

The long-waited time has come! Finally the family has reached the Rainforest Kidzworld. The family will usually eat first before allowing their children to play at the water playground.

 

They love to make this place as their last stop. Adam would behave so that he can play here. 

 

Time spent: 2 hours.

 

 

Not far from the Sungei Buaya enclosure, is the Fragile Forest. Adam's family, especially her sister, loves this immersive zoo experience. They love spending time spotting the butterflies. Her sister even once tried to touch the butterfly!

 

Here, they also can get as close as possible to the animals. They love the lemur jumps from branch to branch or walk among them. 

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Time spent: 20mins

 

rainforest kidzworld

  • Popular attraction for kids

  • Presence of various facilities such as a water theme park, shops, fast food restaurants & animal enclosures

  • Hottest attraction: water theme park, which includes a large playground & smaller facilities

  • Presence of Kidzworld Amphitheatre which holds the ‘Animal Friends Show’                    : : Showcases domestic animals and their talents.

  •       : Popular among kids

  •       : Plenty of seats for audiences, but not as large as seating area of Shaw Foundation                          Amphitheater

  •       : Engages audience by asking for volunteers to interact with animals in activities planned

  •       : Presence of railings along steps for visitors to use, safer especially for kids & elderly

 

 

GENERAL 

FINDINGS

 

 

1. Signs & boards containing information such as facts     & trivia about animals almost available at every               enclosure

2. Names of animals available in English, Chinese,              Japanese & scientific name

3. Signs with names + animated pictures of animals          found at crossroads to direct visitors around zoo

4. Timings for feeding times/interactions can be found      at enclosures, on brochure & at general signs                  placed around zoo.

5. Vending machines, food kiosks, benches & trash            bins quite frequently found around zoo, especially at      popular areas

6. Trash bins-for general waste & recycling bins

7. Trash bins not overflowing with trash

8. Enclosures relatively clean, not littered with trash

Reasons why they take this route:

  • Certain animals visited quite rare, not commonly seen in real life or on television/books                                - Eg. cotton top tamarin, red river hog, certain bird species in treetop trail

  • Certain animals visited are very popular and it’s common to stop by their enclosures, such as that of the white tiger & elephants

  • To catch feeding times or interactions between zookeepers & animals

  • To catch shows at the Shaw Foundation Amphitheatre and Kidzworld Amphitheatre, especially for families with kids

  • They just follow the path which they are already on

  • Some enclosures are found next to each other, leading them from one enclosure to the next

  • For families with kids, will definitely stop at Rainforest Kidzworld, a hot-spot for kids to play and enjoy themselves at, while parents can relax

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