Revamping a local NGO's website for better user engagement

User Research

To ensure the project was necessary, I conducted surveys and interviews to understand the local attitude towards pet adoption in Lebanon. The results showed a significant need for a better platform.

Based on my research, key insights was that pet adoption platforms available in Lebanon suffer from:

1. An inability to create quick conversions.
2. A lack of vital information
3. Overly structured navigation.

Surveys

I gathered data from potential adopters to identify key pain points and expectations when using the website by conducting a survey. The survey was designed to filter for and validate target users. Surveys revealed that millennials are the primary audience interested in adoption, with women showing more decisiveness.

I compiled key insights from the surveys into an easy-to-digest infographic. Key points include the demographic focus on millennials, the higher decisiveness towards adoption among women, and the need for better educational content. The survey revealed that the lack of knowledge about pet care and adoption processes was identified as a major barrier.

Interviews

Conducted in-depth interviews with stakeholders and potential adopters, and identified pain points in the current user journey, particularly the difficulty in navigating the site and finding key information.

Competitive Analysis

Analyzed a similar NGO, Animals Lebanon, to identify best practices and shortcomings in their user flow compared to BETA.

Existing Site Map and Navigation Analysis

Analyzed a similar NGO, Animals Lebanon, to identify best practices and shortcomings in their user flow compared to BETA.

Existing Site Analysis: Adoption Process

There are two paths to the adoption page but land on different pages. The process itself is non-linear and could easily confuse potential adopters.

Personas

I developed two personas based on research findings:

1. Jad Khoury: A young professional who is interested in adopting but is concerned about his family's ability to care for a dog.
2. Maya Sinno: An art director who lives alone and has previous experience with pets but is unsure about the adoption process.

Wireframes

I created wireframes that focused on reducing clutter and improving access to key pages, such as the adoption and contact pages.

Information Architecture

I simplified the navigation system and consolidated pages to make it easier for users to find what they need. In addition, I redesigned the site map to prioritize important information and reduce the number of steps required to reach key pages.

News and Homepage

I redesigned the homepage to serve as a central hub, prioritizing quick access to critical information such as the adoption CTA and recent news updates. I also simplified the layout to ensure users can find essential links and updates at a glance.

Dashboard

I designed the user dashboard to allow easy management of user accounts and to track adoption status. This feature ensures that users can return to the site and pick up where they left off, or easily manage their adoption process post-submission. The dashboard includes sections for user profiles, adoption history, and ongoing processes, all presented in an intuitive, clean interface

Donation Process

I made the donation button more prominent to make it easier for users to contribute, and drive more donations, which are critical for the NGO's funding.

Contact Page

I simplified the contact form to improve user interaction. The form is straightforward, ensuring users can easily get in touch with the shelter for inquiries or follow-ups regarding the adoption process. The redesigned contact form includes fewer fields and clear instructions, making it less daunting for users to complete.

Adoption Process

A key focus of the redesign was simplifying the adoption process to make it more accessible and user-friendly. I reduced the number of steps required to complete the adoption process by consolidating information and optimizing the user journey. I restructured the adoption process was restructured to be linear, guiding users from browsing available pets to completing adoption forms efficiently. Users are now provided with clear instructions and prompts at each stage, ensuring they understand what is required to complete the adoption. In addition, I added visual aids and progress indicators to help users track their progress through the adoption process, which should in theory reduce drop-off rates.