Duke Farms
Digital Guide App
Designing a mobile guide for 240,000 annual visitors
Role
Lead UX Designer
Timeline
8 months (2018-2019)
Team
3 people
Outcome
14,000+ users → evolved into Bloomberg Connects platform
SITUATION
Duke Farms is a 1,000+ acre nature preserve and research institution in New Jersey with 240,000 annual visitors.
Visitors faced significant navigation challenges:
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Primary wayfinding: faded signage and a laminated map stuck in the Orientation Center
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Visitors got lost on the expansive property with no easy way to find their way back
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Staff repeatedly pulled from duties to give directions
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Accessibility challenges for visitors with mobility impairments
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Outdated website made finding information difficult
TASK
Design a mobile app that empowers visitors to self-navigate the property and engage with educational content.
Constraints
Delivered on iOS and Android within 8 months, built on existing infrastructure to control costs.
My Responsibilities
Observational research, competitive analysis, usability testing, information architecture, wireframing, UI design, prototyping, icon/illustration design, and app store assets.
ACTION 1
Research
& Discovery
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Conducted site visit to experience navigation challenges firsthand—got lost myself
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Created empathy maps synthesizing observations + staff's years of visitor interactions
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Identified 3 key user groups: First-Time Visitors, Educational Group Leaders, Visitors with Disabilities
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Evaluated existing visual identity—found inconsistent branding, opportunity to strengthen
ACTION 2
Information Architecture
& Design
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7 rounds of application mapping to align team on scope, navigation structure, and technical feasibility
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105 wireframes across 2 rounds, evolving from mid-fidelity to high-fidelity prototypes
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200+ custom icons and 4 original illustrations to maintain brand consistency
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Designed accessible audio tour feature with synchronized caption highlighting
ACTION 3
Usability Testing
& Iteration
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3 remote 1:1 usability sessions via Skype with task analysis and severity grading
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Key finding: Users couldn't figure out how to navigate back to the Orientation Center
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Solution: Added first-time tooltip explaining the quick-return floating action button
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Additional testing with client's internal testers caught final usability bugs before launch
RESULTS + RELEVANCE
"It has allowed us to decrease the reliance on staff for directions [and] reduce the use of paper maps."
User Adoption: 14,000 users in 2023; 80-150 daily downloads in summer.
Engagement: 20-minute average session; 595 audio tour users.
Operational Impact: Reduced staff burden for directions; reduced paper map usage.
Longevity: 5 years in production → evolved into Bloomberg Connects platform (Nov 2024).
Delivery: On time, on budget; website redesigned to match app quality.
EVOLUTION
What I learned
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Upfront research saves money. More extensive discovery would have helped us scope features more accurately and guard against scope creep.
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Test with real users whenever possible. My personal network participants weren't Duke Farms visitors—limiting insight into actual visitor mental models.
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Symbol libraries accelerate iteration. Building icons in Illustrator separately added friction. A unified Sketch symbol library would have sped up changes.
What I'd do differently
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Push harder for on-site user testing with actual visitors (with client support)
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Track design changes with rationale and source to measure impact over time
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Build a design system from the start rather than creating assets ad hoc
What happened next
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App received quarterly updates for 5 years post-launch
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QR code scanning and iPad support added based on ongoing user analysis
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November 2024: Duke Farms launched a next-generation Digital Guide powered by Bloomberg Connects—the same platform used by MoMA, the Guggenheim, and 300+ cultural institutions worldwide
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The new guide retains the core UX patterns I established: interactive map, self-guided audio tours, accessibility features, and consolidated visitor information
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Now available in 50 languages with no download required
The foundation I designed in 2019 scaled into an enterprise-grade solution adopted by one of the world's leading cultural technology platforms.
Tools: Sketch • InVision • Illustrator • Photoshop
Skills: User Research • IA • Wireframing • UI Design • Usability Testing • Icon Design • Prototyping
