The Kansas City Zoo has been connecting people to wildlife for more than a century. But its website wasn’t delivering the same sense of discovery, energy, and clarity visitors experience in person.
To support the Zoo’s mission—and better serve its guests—the digital experience needed to evolve.
The Zoo is constantly changing. New exhibits. Seasonal events. Daily activities.
But the website struggled to keep up. Content was harder to manage, navigation didn’t reflect how visitors planned their day, and key information wasn’t always easy to find.
The result: missed opportunities to engage visitors before they ever set foot on Zoo grounds.
We partnered with the Kansas City Zoo to create a more flexible, user-driven experience—starting with the foundation.
We transitioned the site to Prismic, giving the Zoo team the ability to quickly update content and keep pace with changing exhibits and events. From there, we reworked the navigation based on user research and testing, making it easier for visitors to find what they need and plan their visit.
We also refreshed the visual design to better reflect the Zoo’s vibrant brand and sense of energy.
As new initiatives emerged, the site evolved with them. We introduced new templates and sections to support major investments—like the Zoo’s $75 million aquarium—and high-profile events like Jazzoo.
To extend the experience beyond the website, we developed a mobile-enabled map that provides real-time information about attractions, amenities, and navigation throughout the Zoo.
The result: a more connected experience—from planning your visit to navigating the grounds.
Today, the Kansas City Zoo has a digital experience that’s easier to manage, easier to use, and built to evolve.
It reduces friction for visitors, supports ongoing growth, and brings the Zoo experience to life—before, during, and after every visit.
","text":"A better way to explore the Zoo The Kansas City Zoo has been connecting people to wildlife for more than a century. But its website wasn’t delivering the same sense of discovery, energy, and clarity visitors experience in person. To support the Zoo’s mission—and better serve its guests—the digital experience needed to evolve. When the experience doesn’t match the destination The Zoo is constantly changing. New exhibits. Seasonal events. Daily activities. But the website struggled to keep up. Content was harder to manage, navigation didn’t reflect how visitors planned their day, and key information wasn’t always easy to find. The result: missed opportunities to engage visitors before they ever set foot on Zoo grounds. Built to keep up with the Zoo We partnered with the Kansas City Zoo to create a more flexible, user-driven experience—starting with the foundation. We transitioned the site to Prismic, giving the Zoo team the ability to quickly update content and keep pace with changing exhibits and events. From there, we reworked the navigation based on user research and testing, making it easier for visitors to find what they need and plan their visit. We also refreshed the visual design to better reflect the Zoo’s vibrant brand and sense of energy. As new initiatives emerged, the site evolved with them. We introduced new templates and sections to support major investments—like the Zoo’s $75 million aquarium—and high-profile events like Jazzoo. From planning to exploring To extend the experience beyond the website, we developed a mobile-enabled map that provides real-time information about attractions, amenities, and navigation throughout the Zoo. The result: a more connected experience—from planning your visit to navigating the grounds. A site that’s ready for what’s next Today, the Kansas City Zoo has a digital experience that’s easier to manage, easier to use, and built to evolve. It reduces friction for visitors, supports ongoing growth, and brings the Zoo experience to life—before, during, and after every visit."},"case_study_spot_image":{"alt":null,"url":"https://images.prismic.io/levelfivesolutions/adgkh51ZCF7ETDdX_case-study-zoo-sm.png?auto=compress%2Cformat&rect=0%2C0%2C680%2C680&w=525&h=525&fit=max&q=50"},"case_study_summary":{"html":"","text":""},"case_study_tagline":"The experience starts before you arrive","case_study_wide_image":{"alt":null,"url":"https://images.prismic.io/levelfivesolutions/adgkhp1ZCF7ETDdW_case-study-zoo.png?auto=compress%2Cformat&fit=max&q=50"},"case_study_title":{"text":"Kansas City Zoo and Aquarium"},"meta_description":"See how we helped the Kansas City Zoo create a more flexible, user-driven website—improving navigation, content management, and the visitor experience.","meta_noindex":false,"meta_og_image":{"url":null},"meta_title":"Kansas City Zoo Website Redesign Case Study | Level Five"},"uid":"kansas-city-zoo-and-aquarium"},"node":{"data":{"body":[],"case_study_body_text":{"html":"Pet owners rely on HomeAgain to be there if their pet ever goes missing. HomeAgain takes that job seriously and, since its beginning, the company has reunited over three million lost pets with their owners. But HomeAgain’s website wasn’t living up to the brand’s promise. In cooperation with HomeAgain’s parent company, Merck Animal Health USA, we gave the site a fresh start: clearer navigation, smarter content, and a friendlier design that helps pet parents understand how microchipping actually works — and why it matters.
When users don’t understand the product, it’s time to retrace your steps. Despite HomeAgain’s powerful offering, keyword research revealed that many users didn’t fully understand how microchipping works, and they weren’t clear on the difference between basic and premium services. The site’s content and navigation weren’t helping — critical information was hard to find, and the member login experience was fragmented.
We started by talking with product, customer support, and marketing stakeholders to understand the top pain points and must-have features. Then, we conducted keyword research to align the content strategy with actual user search behavior. This informed a revised information architecture and new content that clearly explained the microchipping process, service tiers, and how to get started. Visually, we refreshed the design to reflect HomeAgain’s branding while making the experience more inviting.
Behind the login, we streamlined key workflows: microchip registration, pet profile management, and customer account dashboard information. We also improved instructional copy and interaction patterns. The result: less guesswork, more confidence, and a smoother journey from homepage to checkout.
The new HomeAgain website is clearer, faster, and easier to use — whether visitors are researching microchipping for the first time or managing their existing account. It reduces friction for users, lightens the load on customer support, and creates a stronger foundation for future marketing efforts. In short: a digital experience that’s finally as dependable as the service itself.
","text":"A new leash on digital life: redesigning HomeAgain Pet Recovery Pet owners rely on HomeAgain to be there if their pet ever goes missing. HomeAgain takes that job seriously and, since its beginning, the company has reunited over three million lost pets with their owners. But HomeAgain’s website wasn’t living up to the brand’s promise. In cooperation with HomeAgain’s parent company, Merck Animal Health USA, we gave the site a fresh start: clearer navigation, smarter content, and a friendlier design that helps pet parents understand how microchipping actually works — and why it matters. Getting lost When users don’t understand the product, it’s time to retrace your steps. Despite HomeAgain’s powerful offering, keyword research revealed that many users didn’t fully understand how microchipping works, and they weren’t clear on the difference between basic and premium services. The site’s content and navigation weren’t helping — critical information was hard to find, and the member login experience was fragmented. Helping pet parents find their way We started by talking with product, customer support, and marketing stakeholders to understand the top pain points and must-have features. Then, we conducted keyword research to align the content strategy with actual user search behavior. This informed a revised information architecture and new content that clearly explained the microchipping process, service tiers, and how to get started. Visually, we refreshed the design to reflect HomeAgain’s branding while making the experience more inviting. Behind the login, we streamlined key workflows: microchip registration, pet profile management, and customer account dashboard information. We also improved instructional copy and interaction patterns. The result: less guesswork, more confidence, and a smoother journey from homepage to checkout. Back on track The new HomeAgain website is clearer, faster, and easier to use — whether visitors are researching microchipping for the first time or managing their existing account. It reduces friction for users, lightens the load on customer support, and creates a stronger foundation for future marketing efforts. In short: a digital experience that’s finally as dependable as the service itself."},"case_study_spot_image":{"alt":null,"url":"https://images.prismic.io/levelfivesolutions/adgz0Z1ZCF7ETDgh_case-study-homeagain-sm.png?auto=compress%2Cformat&rect=0%2C0%2C680%2C680&w=525&h=525&fit=max&q=50"},"case_study_summary":{"html":"","text":""},"case_study_tagline":"When the stakes are high, clarity matters","case_study_wide_image":{"alt":null,"url":"https://images.prismic.io/levelfivesolutions/adgz0J1ZCF7ETDgg_case-study-homeagain.png?auto=compress%2Cformat&fit=max&q=50"},"case_study_title":{"text":"Home Again"},"meta_description":null,"meta_noindex":false,"meta_og_image":{"url":null},"meta_title":"HomeAgain Website Redesign Case Study | Level Five"},"uid":"home-again"}}}, "staticQueryHashes": ["375640149","63159454"]}