Timeline: June - August 2023
Tools: Figma & Figjam, Squarespace, Canva
UX Researcher: Samuele Tran
UX Designer + Content Strategist: Teresa Nguyen π¦¦
Visual Designer: Made Widyadhari β
Web Builder: Eric Chen π
Marketing Strategists: Tracy Vu & Susan Duong π
Alan Tran β Staff UX Engineer @ Illumina π‘
San Diego Animal Sanctuary (SDAS) is a new 501(c)(3) non-profit animal rescue and sanctuary founded in 2021 and located in San Diego, California. As a volunteer-run organization, SDAS is dedicated to rescuing dogs and other animals facing euthanasia, homelessness, neglect, or abuse and providing them with a safe haven. No matter the animal's background, SDAS seeks to give at-risk animals a second chance at life.
<aside> <img src="/icons/light-bulb_green.svg" alt="/icons/light-bulb_green.svg" width="40px" /> How might we improve navigation, effectively showcase adoptable dogs, and establish polished branding to attract more adopters, fosters, donors, and community support for this new, volunteer-run animal sanctuary working to save dogs from euthanasia and abuse?
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Data Mining
Unstructured Interviews
https://www.figma.com/file/ETFIiOYLHm1KMvHI4ur8Hj/Animal-Sanctuary-Affinity-Map?type=whiteboard&node-id=0-1
In conducting our data mining and user interviews, we found specific trends or patterns on each section of the website that were persistently showing up with our users.
| Landing Page | β’ Two wish lists in landing page is confusing β’ Inconsistent button shapes, sizes, and colors β’ Colors blend in with backgrounds β’ Some users like the structure/organization β’ Users do not like the ovals | | --- | --- | | About Page | β’ Happy Tails liked β’ Clear intentions/goals of the pages and clear word choice for tabs β’ Text/blurb to learn more about happy tails animals adopted/their story -- descriptions β’ Confusing on why it is called βHappy Tailsβ or what it means to users β’ Map is confusing/not specific β’ Unable to click on about | | Adopt Page | β’ Users like the carousel of pictures of dogs β’ Clear and easy process to adopt/go to application β’ Carousel can be confusing | | Donate Page | Donate button needs to be bigger/centered | | Volunteer Page | β’ Clarity on the page and is easy for users to read/apply β’ Some issues with the photos either by layout/organization or by relatedness | | Foster Page | β’ Giant blurb makes it hard to read/intimidating β’ Different buttons that link to the same page |
In-depth Competitive Analysis (Full screen for more details!)
We conducted a competitive analysis on both websites and Instagram pages of animal shelters and rescues that share the common goal of saving dogs from euthanasia and abuse. This helped us recognize areas for improvement and gain inspiration.
By benchmarking against similar organizations' website functionality, user experience, and branding strategies, we identified opportunities to enhance our own site and presence to better appeal to potential adopters, fosters, donors, and other target audiences.
π Add grid collage of animal profiles with an organized sorting & filtering feature
π Embed internal animal profiles for a consistent web layout
π Highlight what makes SDAS different from others β focus on rescuing high-kill animals
π Have distinguishable visual identity, with consistent color palette, logo, and branding
π Differentiate adopting vs fostering clearly
π Add more written testimonials to convince new community members to join
We synthesized our findings from the competitive analysis into a SWOT analysis, where we analyzed the strengths, weaknesses, opportunities for improvement, and potential threats facing the animal sanctuary.
| Strengths: