ElderDog Website Re-Design
The Challenge
We evaluated the usability of ElderDog’s online platform and discussed opportunity for usability enhancements and improvements on the donation experience. We realized that ElderDog has a lot to offer, but their website doesn’t clearly convey what the NPO is all about.
- Duration: 5 days
- Project Type: School Project
- Role: UX/UI Designer, Presentation Design
- Team: 4 UX Designers (Jasna Baksa, Neil Greenwell, Tom Kearnan and myself)
- Tools: Figma
- Method: Design Sprint
What is it?
As an ElderDog volunteer, this project was very close to my heart. So who is ElderDog? ElderDog is a national Community-Based, Non-Profit Organization aimed at honouring and preserving the human-animal bond. They rely solely on volunteers and donations for support. They have a lot to offer, but their current website is outdated and needs a little bit of work.
Current Website
Secondary Research
Upon first glance at the website, we noticed the following:
- Lack of awareness of cause and brand identity
- Outdated
- Text heavy, lots of information, hard to navigate
- Menu should be simplified
- No clear CTA
- Footer is crowded and confusing, body text should be smaller
- No visuals/photos
Our source of inspiration were other NP organizations:
https://musicheals.ca/
https://www.masseytheatre.com/
https://www.redcross.ca/
Opportunity
After conducting research, we were faced with design opportunities:
- Showcase all the many different opportunities users can support ElderDog
- Inspire users to take action and feel connected to the ElderDog's cause
- Simplify ElderDog’s online experience to compel users to make an impact
Key Research Findings
In order to validate our assumptions, we interviewed 5 different animal lovers to better understand how they feel about ElderDogs’ online platform, and more importantly, the donation experience.
Our research indicated 100% of users felt confused about the organization’s message. They also weren’t clear or aware of the opportunities to donate; lastly, our findings confirmed that all of our users found the site hard to read and navigate through.
Assembled notes taken from the interviews.
Affinity Mapping & Voting
We grouped our created HMW questions in categories and voted on the best one.
Proto Persona
We crafted a ProtoPersona, Patrick, and we wanted to ensure their donation experience was at the centre of all of our design decisions moving forward.
Patrick is a 32 year old dog lover and social activist. He loves to give back and is looking to support a cause that aligns with his interests and values. He has a hard time finding a meaningful cause that he feels connected to.
Looking at Patrick, we wanted to align with his goals and ensure the features we are including in our initial prototype address Patrick's frustrations and needs.
Pain Points
- A smoother donation experience
- Organized content with better information architecture
- Wants to find a cause that he feels connected to
Storyboard
