Revamping a local NGO's website for better user engagement
Simplifying the adoption process and improving navigation to drive conversions for pet adoptions.
Executive Summary
My Role
- UX/UI design
- UX research
- Concept development
- Surveys
Scope
- Website redesign
- Competitive analysis
- User research
Business Problem
The existing BETA website suffered from poor user engagement and a confusing navigation structure that hindered conversions for pet adoptions. The platform failed to effectively connect potential adopters with animals in need.
User Problem
Users struggled with finding adoption information due to overly complex navigation, long load times, and a lack of crucial details like the shelter's physical address. The process felt opaque and discouraging.
User Research & Surveys
I conducted surveys and interviews to understand local attitudes toward pet adoption. Key insights revealed that millennials are the primary audience, women are more decisive about adoption, and a lack of knowledge about pet care is a major barrier.
Competitive Analysis
Analyzed similar NGOs (like Animals Lebanon) to benchmark user flows. We found that BETA's existing flow required significantly more steps and lacked a clear call to action compared to competitors.
Existing Site Analysis
The existing site had non-linear paths to the adoption page, confusing potential adopters.
| Journey | B.E.T.A (Old) | Competitor |
|---|---|---|
| Clicks | 4 | 4 |
| Accessibility | Easy | Medium |
| Time to Page | 18s | 35s |
| Steps | 8-9 | 8-13 |
Personas
- Jad Khoury: A young professional interested in adopting but concerned about family capability.
- Maya Sinno: An art director living alone, experienced with pets but unsure about the specific adoption process.
Wireframing
Created wireframes focusing on reducing clutter and improving access to adoption and contact pages.
Information Architecture
I simplified the navigation system and consolidated pages to prioritize important information, reducing the steps required to reach key conversion points.
Central Hub Design
Redesigned the homepage to serve as a central hub, prioritizing quick access to adoption CTAs and recent news updates.
Homepage Interaction
News Feed
User Dashboard
Designed a dashboard allowing users to manage accounts and track adoption status, ensuring they can easily pick up where they left off.
Dashboard Walkthrough
Adoption & Donation Process
Restructured the adoption process to be linear and transparent. Added visual aids and progress indicators to reduce drop-off. The donation button was made prominent to drive funding.
Adoption Flow
Donation Flow
Simplified Contact
The contact form was simplified to fewer fields with clear instructions, making it less daunting for users to reach out for inquiries.
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