Institution
Spitalfields City Farm - London
Discipline
UX Design
Role
UX Designer/Researcher
Year
20/10/2022
Farm Co-Design
Farm Co-Design
Farm Co-Design
Designing a co-created experience to help visitors better understand animal behaviour
Designing a co-created experience to help visitors better understand animal behaviour
Role
UX Designer/Researcher
Year
20/10/2022
Institution
Spitalfields City Farm - London
Discipline
UX Design
Farm Co-Design
Designing a co-created experience to help visitors better understand animal behaviour
Co-Design Workshop with staff at Spitalfield City Farm in London
Co-Design Workshop with staff at Spitalfield City Farm in London
Project Overview
Project Overview
Designing for interaction between visitors and animals where direct communication isn't possible - prioritising animal wellbeing over engagement. Developed through co-design with staff at Spitalfields City Farm in London.
Designing for interaction with animals - prioritising animal wellbeing. Developed through co-design with staff at Spitalfields City Farm in London.
Designing for interaction with animals - prioritising animal wellbeing. Developed through co-design with staff at Spitalfields City Farm in London.
Problem
Problem
Visitors struggled to interpret animal behaviour. There was no clear guidance on how to engage safely and respectfully.
Visitors struggled to interpret animal behaviour.
There was no clear guidance on how to engage safely and respectfully.
Constraints
Constraints
• Low-tech, physical environment
• Interaction must be optional and non-disruptive
• Prioritise animal welfare over engagement
• Accessible to a wide range of visitors
• Low-tech, physical environment
• Interaction must be optional and non-disruptive
• Prioritise animal welfare over engagement
• Accessible to a wide range of visitors
Approach
Approach
Translated animal behaviour into “personas” to build understanding before arrival.
A survey and on-site QR code were used to gather visitor perspectives and validate assumptions.
Translated animal behaviour into “personas” to build understanding before arrival.
A survey and on-site QR code were used to gather visitor perspectives and validate assumptions.
QR code placed in-situ to capture real visitor feedback
QR code placed in-situ to capture real visitor feedback
Prompts and schedule of the day
Co-Design workshop schedule using the UX design process
Gathering animal persona data from farm staff
Prompts and schedule of the day
Co-Design workshop schedule using the UX design process
Gathering animal persona data from farm staff
Animal Personas
Animal Personas
Animal personas were created from the co-design workshop with farm staff to capture behaviour, needs, and sensitivies, informing how visitors are matched to animals.
Animal personas were created from the co-design workshop with farm staff to capture behaviour, needs, and sensitivies, informing how visitors are matched to animals.
Derek - The Donkey
Derek represents socially engaged but easily overstimulated animals, highlighting the need for calm, predictable interactions and respect for sensory sensitivity.
Derek represents socially engaged but easily overstimulated animals, highlighting the need for calm, predictable interactions and respect for sensory sensitivity.
Holmes - The Pig
Holmes reflects animals with strong routines and comfort-driven behaviour, emphasising the importance of timing, familiarity, and non-intrusive engagement.
Mustard — The Ferret
Mustard embodies curiosity and high energy, revealing opportunities for playful, exploratory interactions while still respecting boundaries and unpredictability.
Mustard — The Ferret
Mustard embodies curiosity and high energy, revealing opportunities for playful, exploratory interactions while still respecting boundaries and unpredictability.
Solution
Solution
Concept & Rationale
Designed a guided matching experience that pairs visitors with an animal based on personality and preferences, helping them understand behaviour, how to interact safely, and how to care for them - before booking a visit.
Designed a guided matching experience that pairs visitors with an animal based on personality and preferences, helping them understand behaviour, how to interact safely, and how to care for them - before booking a visit.
Design Principles
Design Principles
• Interaction is optional, not imposed
• Calm, non-disruptive experience
• Prioritise observation over interaction
• Build empathy through understanding behaviour
• Fit naturally within the farm environment
• Interaction is optional, not imposed
• Calm, non-disruptive experience
• Prioritise observation over interaction
• Build empathy through understanding behaviour
• Fit naturally within the farm environment
How it works
How it works
Answer short questions about personality and preferences
Get matched with an animal
Learn about their behaviour, needs, and sensitivities
Understand how to interact with and care for them
Learn how to interact with them safely at the farm
Answer short questions about personality and preferences
Get matched with an animal
Learn about their behaviour, needs, and sensitivities
Understand how to interact with and care for them
Learn how to interact with them safely at the farm
Matching flow
Matching flow
Sign-up and entry into the matching flow.
Sign-up and entry into the matching flow.
Sign-up and entry into the matching flow.
Question flow
Question flow
Users answer simple questions to determine their match.
Users answer simple questions to determine their match.
Users answer simple questions to determine their match.
Matching outcome
Users are paired with an animal persona, creating a personal point of connection.
Matching outcome
Matching outcome
Users are paired with an animal persona, creating a personal point of connection.
Users are paired with an animal persona, creating a personal point of connection.
Users are paired with an animal persona, creating a personal point of connection.
Profile & Animal Insights
The app reveals the matched animal and provides insights into its behaviour, needs, and ways to engage.
Profile & Animal Insights
Profile & Animal Insights
The app reveals the matched animal and provides insights into its behaviour, needs, and ways to engage.
The app reveals the matched animal and provides insights into its behaviour, needs, and ways to engage.
The app reveals the matched animal and provides insights into its behaviour, needs, and ways to engage.
Testing & Iteration
Wireframes were tested with farm staff to validate the concept and flow.
The experience was engaging, easy to follow, and aligned with educational goals. Feedback suggested adding sharing features and deeper content.
Testing & Iteration
Testing & Iteration
Wireframes were tested with farm staff to validate the concept and flow.
The experience was engaging, easy to follow, and aligned with educational goals. Feedback suggested adding sharing features and deeper content.
Tested with farm staff to validate the concept and flow. Feedback led to clearer guidance on interaction and care.
Wireframes were tested with farm staff to validate the concept and flow.
The experience was engaging, easy to follow, and aligned with educational goals. Feedback suggested adding sharing features and deeper content.
Product Walkthrough Video
A short walkthrough of the matching experience, from answering questions to receiving a personalised animal persona. Example shown: Derek the Donkey.
Product Walkthrough Video
A short walkthrough of the matching experience, from answering questions to receiving a personalised animal persona.
Example shown: Derek the Donkey.
Results & Impact
Results & Impact
Made animal behaviour more understandable and relatable
Reduced uncertainty around interaction
Encouraged calmer, more respectful engagement
Well received by farm staff as an educational tool
Made animal behaviour more understandable and relatable
Reduced uncertainty around interaction
Encouraged calmer, respectful engagement
Validated by farm staff as an educational tool
Made animal behaviour more understandable and relatable
Reduced uncertainty around interaction
Encouraged calmer, more respectful engagement
Well received by farm staff as an educational tool
Reflection
Co-design shaped the direction more than expected, revealing insights I wouldn’t have reached alone. The project also pushed me to design beyond human needs, balancing engagement with animal welfare. Given more time, I would further explore onboarding and sharing features.
Reflection
Reflection
Co-design shaped the outcome more than expected, revealing insights I wouldn’t have reached independently.
The project reinforced the importance of designing beyond human needs — balancing engagement with animal welfare. I will continue developing this tool for use in farms and educational facilities.
Co-design shaped the outcome more than expected, revealing insights I wouldn’t have reached independently.
The project reinforced the importance of designing beyond human needs — balancing engagement with animal welfare. I will continue developing this tool for use in farms and educational facilities.
Product Walkthrough Video
A short walkthrough of the matching experience, from answering questions to receiving a personalised animal persona. Example shown: Derek the Donkey.
Design Principles
• Interaction is optional, not imposed
• Calm, non-disruptive experience
• Prioritise observation over interaction
• Build empathy through understanding behaviour
• Fit naturally within the farm environment
How it works
Answer short questions about personality and preferences
Get matched with an animal
Learn about their behaviour, needs, and sensitivities
Understand how to interact with and care for them
Learn how to interact with them safely at the farm
Solution
Concept & Rationale
Designed a guided matching experience that pairs visitors with an animal based on personality and preferences, helping them understand behaviour, how to interact safely, and how to care for them - before booking a visit.