The London Zoo website is packed full of great content and interesting stuff. Some other zoo websites don't quite get that their main users are families with young children. This site does make the effort to appeal to its users. The site isn't boring, but it isn't too crazy either. Most web designers try to keep "bells and whistles" and other bits that go "whiz" within a website to a minimum, which is fine for predominantly business focussed websites, but when the target audience need to be inspired, then it is good to have lots of fun content. The site offers education projects as well as fun games centred around their animals. As far as the function of the website goes, I think it will inspire people to visit the zoo, so therefore it does what it is supposed to do.