The Society for the
Prevention of Cruelty to Animals (SPCA)

A UX case study on redesigning of SPCA website

This case study covers the research brief, methodology, synthesis, key research insights gained, key challenges, solution and prototype.

The brief: The project is to redesign the website for SPCA. Keeping in mind the target audience and the purpose of the website, we should be conducting research to narrow down key focus areas for the project.

Deliverables:
  • Responsive website (Prototype)
  • Consider service design element in key focus areas

To come up with a redesigned website with service redesigned based on business goals and user needs.


The Team

The project team consisted of a 3 man team: Jeremy, James, and myself.

My Role

My main role within the project was a project/product manager and I also supported as a web developer. In this project, I managed on the timeline and the direction that we are heading. As a product manager, I had to make decisions on the project and decide how we pivot from each point. Eventually as part of the deliverables, I converted the whole prototype into actual webpages.

Toolkit

Research
Synthesis
Prototyping
User interviews
Affinity mapping
Axure prototype
Journey mapping
Personas
Bootstrap
Usability testing
Service blueprint
Business canvas model

Context

SPCA's mission is to promote kindness and prevent cruelty to animals through education, advocacy and action.

Understanding the Landscape

At the heart of SPCA's mission is animal welfare education, which is designed to promote the humane and compassionate care of animals.

SPCA's Business Goals
  • Increase in adoption rate for abandon animals
  • Increase in donation and volunteers
  • Decrease in animal abuse cases
SPCA's Intent

At the heart of SPCA's mission is animal welfare education, which is designed to promote the humane and compassionate care of animals.

Research

Using the research tools, our Goal is
  • to understand how would they use the current SPCA website
  • to understand their behaviours, needs and goals towards volunteering, giving donations and adopting of animals
  • to understand the different area of opportunities that we can create better experience
Click on images to enlarge
All 3 Personas
Targeted Persona
Customer Journey Map
Service Blueprint

Synthesize

Key Insights

First Insight
Policy issue with adoption of big dogs due to HDB regulations


Second Insight
Current website is overloaded with information that cause users to be lost. We have also found many usability issues as well.

Implications
Users missed out on important information on the website.


Third Insight
Animal adoption process needs to change in order to have a better chance of successful adoption.

Implications
Adopted animals and new pet owners might not have enough bonding time, thus animal returned or chances of abandonment is higher.


We came out with our...

Problem Statement

Users who wish to adopt or find pet care information have trouble navigating the website due to its unsorted and overwhelming information.

Solution Statement

To design a responsive and more accessible website that provides clearer navigation to educational information to possible adopters and pet owners. We will also highlight relative information about pet care that will help people to gain confidence in animal pet care.

Strategy Statement

To increase awareness and empathy towards animals, which in turn increase adoption rates and reduce abandonment, we will provide a platform that educates and empowers animal lovers, pet owners both current and soon-to-be.

Recommendations

  1. PROBLEM: Policy issue with adoption of big dogs due to HDB regulations

    We didn't address the issue due to the fact it is considered a high level policy issue. So we decided to move on.
  2. PROBLEM: Current website is overloaded with information that cause users to be lost

    SOLUTION: To trim down the number of content provided and to bring the focus back to aim of this website.


  3. Restructured the information architecture

    A View on the Restructured Sitemap


    Simplifed the donation methods page

    Current Donation Page

    Currently there are 9 methods to do donation.

    Proposed Donation Page

    Reduced to 3 main methods to do donation.



    Streamline and come up with new contents

    Current Education Page

    Current content is overloaded and it is not easy for users to read through.

    Proposed Education Page (Simplifed)

    Created summaries of information to let users have a easy way to read.



    Here are a few avenues to evoke positive emotions in the visual design of the website


  4. PROBLEM: Animal adoption process needs to change in order to have a better chance of successful adoption

    SOLUTION: To empower adopters with good content in pet adoption and pet care
    • To trim down number of steps taken in process
    • Allow animal and new adopters to have enough bonding so that it will increase the chances of animal adoption


    Prototype

    Mid-fidelity
    High-fidelity
    Original Image Original
    Modified Image Redesigned
    To view full prototype


    Future Considerations

    1. Getting both qualitative and quantative data from with userability testing with prototypes.

    2. Do iterations based on user feedbacks.

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