Case Study/Jungle Gym
Why is the Zoo only for sending kids to play?
Context
Conceptual Group Work
Role
Lead Researcher / Strategist / Writer
Problem
Mandai Wildlife Reserve is evolving into a rejuvenating escape for families to share discoveries.
- Historically, Mandai was viewed primarily as an attraction to exhibit animals for profit.
- Today, it has repositioned itself around sustainable and ethical standards through the Mandai Rejuvenation Project (MRP).
Artist’s impression of the new mega-nature attraction in Mandai to be completed around 2020 (Photo: Temasek Holdings)
However, feedback from visitors suggests that the parks are still seen merely as a place to “bring the kids” — indicating that the MRP’s mission is not yet translating into the actual visitor experience.
Why aren’t the Zoo’s efforts reaching the people?
I set off to the Zoo with my team members to find out for ourselves. Based on observing the physical environment and speaking to visitors, here’s what we found:
Finding #1:
Parents bear the “translation” labour
Education is currently passive and relies entirely on parents to facilitate engagement. Parents must digest exhibit information and “translate” it for their children, which is mentally taxing when they are already managing the logistics of a zoo visit.
An example of the many informational reading panels at the animal exhibits (Source: me)
Finding #2:
Parental involvement depends on the child’s interest
If a child doesn’t show immediate interest in an exhibit, the parent disengages. The zoo lacks the proactive “hook” to bridge this gap.
Among the crowd, a family of four peers over the railing to look for alligators in the water. (Source: me)
Finding #3:
Parents view zoo visits as “more for entertainment” than an opportunity for learning.
Parents hold the idea that “Schools provide learning; Zoos provide entertainment”. This silos Mandai Wildlife Reserve’s educational mission, making it invisible to the average visitor.
Picture of the water playground at one of Mandai’s parks (Source: Mandai Wildlife Reserve)
Finding #4:
When asked, the parents only know about the Rejuvenation Project upon visiting and reading the boards in the zoo.
The Mandai Rejuvenation Project (MRP) was essentially invisible to the public. Not a single parent mentioned the project unprompted; it only surfaced after they were already inside the park, far too late to shape their visit.
Among the crowd, a family of four peers over the railing to look for alligators in the water. (Source: me)
To find out more about educating children of different ages, we spoke with children’s educators and learnt that:
- Parents are a child’s primary model. As such, children naturally mimic their actions.
- While parents often believe that formal education is a school’s responsibility, they recognise that personal values and discovery are parental responsibilities.
- Because every parent-child relationship is unique, there is no “one-size-fits-all” parenting style, meaning any tool used must be flexible.
Opportunity
Mandai’s rejuvenation efforts remain unrecognised, and parents lack the structural support to move from “passive observers” to active co-learners.
This led us to the central question:
How might we engage families through immersive co-learning experiences that naturally integrate Mandai’s conservation goals?
To zone in on the “how”, let’s look at the “who”:
With a visualisation on the target audience, we drafted a plan:
The Approach Framework
Human Outcome:
What is the intended benefit for the target audience?
Strategy:
What are the strategic actions that target the desired human outcome?
Tactics:
What vehicles will allow the strategies to be carried out?
Outcome
Jungle Gym — Video Summary
To cater to different learning capabilities
We developed three tiers of learning based on developmental suitability: Explorers (ages 3-5); Travellers (ages 6-9); and Protectors (ages 10-12).
By aligning activities with a child’s specific developmental stage, we ensure the experience is challenging enough to be engaging, but accessible enough to be fun.
Jungle Gym Kits
Each kit includes age-appropriate content, along with tools like crayons and RFID bookmarks, designed to encourage hands-on interaction rather than observation.
As parent and child explore the various animal exhibits, they interact with a tear-to-reveal map and mark over completed stations with stickers they earn.
At each station, the duo work together to complete an activity page relevant to the animal exhibit.
Add-on Learning Accessories
In addition to accessories that can be worn to collect their badges through multiple Jungle Gym seasons, participants can also purchase a Thermo-print Camera that will allow them to capture moments without the use of their phones.
A page in the book is designated for collecting and pasting pictures taken with the thermo-print camera, allowing the duo to create evidence of a shared time together.
Takeaways
Leading with intention
An open brief can feel like a wild goose chase at the start. Without a clear goal to work towards, our ideas and directions remained loosely supported, even after visiting the zoo ourselves. I found my way forward by returning to Mandai’s Rejuvenation Project page and analysing it from every angle. That’s where I noticed a potential disconnect: did people actually understand what Mandai was trying to do?
Identifying this question gave the project a more purposeful direction. It helped me narrow our research, sharpen our enquiry, and move through the design thinking process with greater intention.
Having open conversations in research
Preparing the right questions for interviews and workshops is important, but so is leaving room for people to tell you what you didn’t know to ask. I learnt this firsthand through this project, where I approached interviews as warm, open conversations rather than a strict script. When people feel comfortable, they’re more likely to share candidly. Sometimes, that is exactly where the real and honest data is uncovered.
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