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ASPCA Website Redesign

Overview

A redesign of the American Society for the Prevention of Cruelty to Animals (ASPCA) Website that aims to revitalize and optimize user experiences on the website. In this project, our team iterated on the adoption process within ASPCA and how to make it more welcoming and user-friendly. 

My Role

  • User Interviews

  • Survey

  • Problem Solution

  • Empathy

  • Mapping

Team

  • Regency Smith

  • Andre Coleman

  • Megan Ferry

  • Jose Osorio

The Problem:

The ASPCA website was designed to primarily generate donor dollars and identify new families for homeless animals. We have observed that the current site lacks information transparency and a balance of uplifting images & success stories, which may cause users to prematurely leave the site out of frustration and distress. How might we improve the UX & UI so that our users are more likely to explore more of the site, donate money &/or adopt a pet?

The Solution:

Creating a clean, visually pleasing interface for the website that is both impactful and visually inviting. A website that provides detailed information about the animals they house as well as easy-to-follow next steps. We want the user to feel uplifted on the site.

Process

Research

Synthesize

Ideate

Research

Proto-Persona

When conducting research for an established brand, we recognized the importance of starting with a proto-persona. This approach allowed us to anticipate the characteristics and behaviors of potential site visitors. We identified our proto-persona as:

  • An enthusiastic animal lover

  • Highly active and engaged in outdoor activities

  • A caretaker of multiple pets

  • Actively seeking to adopt a new furry companion

Design

Test

Survey

In refining our proto-persona, we surveyed to gather insights from potential users about their experiences with pet adoption platforms. Notably, no respondent reported being completely satisfied with their experiences.

These findings underscore the critical need for improvements to better meet user expectations and enhance overall satisfaction.

100%

50%

0%

Tools

  • Figma

  • Figjam

  • Trello

  • Google Slides

of the respondents reported having excellent experiences with online adoption platforms.

of respondents indicated that website inaccuracies were a major source of frustration on adoption platforms.

of respondents indicated that it would be helpful to see reviews or testimonials from other adopters on the website.