Simplicity: Put it on the menu


If there’s one thing that big companies have a tough time with, it’s simplicity. Product and service offerings expand over time, to the point where customers are befuddled by all the options (see “The Paradox of Choice: Why More Is Less.”)

That was true at the San Diego Zoo Safari Park, in southern California. The park, a sister attraction of the San Diego Zoo, had started to offer various premium experiences like riding a zipline, feeding giraffes and rhinos from the back of a truck, or camping out overnight at the park. But visitors were confused by the options. So as part of a new signage project in 2011, the Safari Park developed this menu kiosk, above, which is one of the first things that greets visitors as they leave the parking lot and head toward the ticket booths. Essentially, these are the nine different ways you can experience the 1,800 acre site, from the $44 basic admission all the way up to a $599 customized five-hour “Ultimate Safari.” (The streamlining looks good on the web, too.)

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