Paws 2 Freedom
Non-Profit Dog Rescue
ROLE
Research
Branding Exploration
UI Design
UX Design
Testing
CLIENT
Paws 2 Freedom
DURATION
1 month
TOOLS
Figma
Illustrator
Project Background
Paws 2 Freedom, Inc. is a small foster-home-based charitable dog rescue organization, licensed in the state of Pennsylvania, USA, dedicated to rescuing dogs from kill shelters, with the goal of placing them in caring forever homes. The operation depends on the generosity of donors.
Their existing website covers all of the basic needs and information but isn’t laid out in a user-friendly design.
Research
During the research phase, I used both competitor analysis and user interviews to collect pain points and successes of donating and finding charitable organizations. I learned from the research that the main goal in users supporting or donating to an organization is trust. They like to see and learn what the organization does with its donations.
Challenge
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Design a responsive website that encourages users to donate and support the organization.
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Create an adoption application process that will be filled out and sent through the website directly to the host.
Research Plan
PROBLEM
The organization has a lot of information on its existing site but isn’t organized in an easy user flow.
RESEARCH GOAL
Identify users’ motivations and fears behind donating and supporting charitable organizations.
RESEARCH OBJECTIVES
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Identify the demographic of users
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Identify the current motivations, frustrations, and goals with charitable organizations
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Identify the hesitations or excitements of donating to charities
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Evaluate and analyze the current trends on animal rescues and the competitive landscape
Summary of Findings
USER INTERVIEWS
Frustrations
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Auto-subscriptions lead to a lot of spam and junk mail.
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Don’t have a lot of time to keep a pet at home.
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Already have a few pets. Don’t need more right now.
Motivations
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All of the participants love animals and want to help in some way.
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In-person booths or outside stores have immediate donations.
COMPETITIVE ANALYSIS
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Most adoption sites highlight the pets available on the homepage or adoption page.
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The competitor sites use light and friendly colors and imagery of cute pets.
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Some of the sites are text-heavy and you have to dig through a lot of information to find key points.
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They have identifiable branding/logos.
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Donations first read. Most important
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Clear list on the homepage of available services.
Define
To help organize the user needs and elements of the website I created a sitemap along with other mapping elements to help get a better understanding of the website's structure and how users might interact with different elements and paths. I was able to keep the general structure of the site since the categories were broken down into relative information
Persona
Sitemap
Ideate
I focused on laying out the important information to the user, like where the donations go and what the organization does. I also wanted to make sure the donation and support options were available to users on the primary pages.
Wireframes
LANDING PAGE
ADOPTION PAGE
FOSTERING PAGE
Logo & UI Kit
Testing
For testing, I created High Fidelity Prototypes so usability testing would have more accurate feedback based on visual and functional design. The testing was successful with minor feedback on functionality and more emphasis on the content and information given to the users.
Prototype
Usability Test
TEST OBJECTIVE
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Test the overall design of the product to ensure user ease and clarity.
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Test to see the clarity of adoption flow.
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Test to see the clarity of fostering flow.
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Test if the product provides resources to gain trust and information so the user may donate or support the organization.
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Observe areas of confusion, difficulty, etc.
METHODOLOGY
Remote: The user will share a screen over a virtual meeting while walking through the Prototype.
PARTICIPANTS
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Number of Participants: 3-5
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Age Demographic: 25-65
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Characteristics: Family Oriented, Caring,
Animal lover
TESTING GOALS
Observe the interactions the user had with the Paws 2 Freedom website. Identify any frustrations or confusions through the tasks given. Identify the successes of the design and usability.
Priority Matrix
