N A T C A T

T H E C H A L L E N G E

 

After being tasked with improving upon a non-profit agency, our goal was to improve the National Cat Protection Society’s (NatCat’s) webpage by making it easier to navigate with clear CTAs for adopting, volunteering and donations. The homepage currently appears outdated and poorly maintained, creating an unease for visitors to the site to adopt or donate. By creating a clean, contemporary design, we believed we could address these issues and improve the organization’s site traffic as well as increase adoptions, donations, and volunteer sign-ups.

 
 

R O L E:
UX Associate

T I M E F R A M E:
2 weeks

T E A M S I Z E:
3 People

C O M P A N Y:
NatCat

 
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T H E P R O C E S S

We spent most of our allotted time on research, developing ideas, and fleshing out our user. The intent was to have a solid understanding of the pain points of the website as well as clear insight into the ‘why’ before we started breaking down and rebuilding.

NatCat is an established non-profit with a great history behind it, and nothing but 5-star reviews on all platforms, but they have a small number of reviews, are not popping up in searches as a ‘top’ place to adopt, and lack name recognition.

  • User Persona

  • User Stories

  • User Journey Map

  • Interviews/Surveys

  • SWOT

  • Empathy Map

 

With 37 responses to our online survey and four in-person interviews, we got a great insight into why people were not spending a ton of time on the website, and were apprehensive to give money or donate their time. The above is a small selection of responses that we found directed our final design solutions.

 

C O M P E T I T I V E A N A L Y S I S

Between the Competitive and SWOT analyses, we found that there was a lot of room for improvement in this area—other non-profit adoption sites weren’t fulfilling the needs of what our users were looking for. This really helped lead our design even further down the road and set up the basis for future plans.

S W O T A N A L Y S I S

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 I L I K E… W H A T I F…

I L I K E… W H A T I F…

 R E V I S E D L O G O  The current website uses several cat images close together, which creates confusion especially when it comes to the logo.  Because the name is so long, and the abbreviation also causes confusion, we decided to redesign the logo for clarity.

R E V I S E D L O G O

The current website uses several cat images close together, which creates confusion especially when it comes to the logo.

Because the name is so long, and the abbreviation also causes confusion, we decided to redesign the logo for clarity.

Discussing flow based on user needs

U S E R S T O R I E S

C O L O R P A L E T T E

We wanted to stay true to the original website to a certain extent, so just made them more vibrant, modern, and full of contrast to keep things upbeat.

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When we started with our user persona, we already had an idea of who our user was from the initial responses we got, but our user became more defined as we finished our surveys and received such a large number of responses on the survey.

 
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T H E P R O B L E M

We believe that people in the market for new pets have an overwhelming number of options and that creating a usable website
may solve this problem by allowing its users to easily search for adoptable cats as well as quickly find information on volunteering and donating. We will know we have succeeded when more adoptions and donations are completed and time spent on site increases.


T H E S O L U T I O N

After reviewing our users’ pain points as well as feedback from our surveys and research, we developed a solution.

 
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Card Sorting helped reorganize the nav

Paper prototyping was done by the whole group to best decide how to organize the page layout

 Clickable prototype  here

Clickable prototype here


F U T U R E C O N S I D E R A T I O N S

  • Shopify site (merchandise)

  • Professional photos of adoptable cats

  • Increase number of adoptable cats and expand organization

  • Mobile App

  • Cat-Matching Personality Quizzes

  • Online interaction with cats at shelter