RACCF | RICHMOND DOG RESCUE | HI FIDELITY PROTOTYPE
THE PERFECT FURRY SOUL MATE.
GA | TEAM PROJECT: RICHMOND ANIMAL CARE & CONTROL FOUNDATION, RICHMOND VIRGINIA
CHALLENGES: The current RACCF Website faces user frustrations when logging on and are attempting to adopt a pet. After user research and collecting data and conducting user interviews. Our problem statement started to evolve. We prioritize adopting, donations and volunteering as a focus and learning that users become frustrated when they can’t find what they are looking for on the site.
DISCOVERY AND RESEARCH: 60% of participants found their pet(s) online. 14 out of 16 participants said they would be interested in adopting their next pet. We wanted to know, where do people look for pets? How do they communicate with the individuals or organizations when searching for pets? What do they prioritize when they’re seeking pets?
PERSONAS & USER JOURNEYS: Gathering data from user research, surveys and business analytics and findings. We looked at the information architecture of the current site, solutions such as adoption navigation links can be designed with a better UX experience. We thought of creating a new quiz feature customizing the adoption process. Personas were created along with 2 user journey scenarios, (STEVE & CATHY) shows the past and new UX experience path.
DESIGN, BRANDING & COMPARATIVE ANALYSIS: The current branding at RACCF works well in consistency through the site. Though current images on the site has typography over the images. An update was needed for the image banners that gave it better personality and communicates to the audience based on comparative research with other rescues. A mood board was created and new licensed images were found to help connect better with the users, community and business goals.
USER TESTING AND FINAL PROTOTYPE: The user testing after first round of prototype founding came to this.
WANTS: Take the quiz without signing in and more feedback after quiz completion and application submission.
FRUSTRATIONS: Minor struggles with legibility, some buttons didn’t take them back.
SOLUTION: The final prototype updated these issues, the quiz was more accessible and all technical aspects were updated and working.
TAKE AWAYS: Pet adoption process can be a fun yet emotionally stressful experience process. Understanding the pain points of the users adoption process helped us learn the details and struggles, thus creating new ideas for the UX experience. The personalized quiz feature which is unique. Also an update to their brand personality to make the UX experience more engaging . The data collected was valuable for past, current and future analysis which helps evolve this area adoption business goals further. These updates truly help adopting theses happy furries quickly with their happy owners.
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IMAGE LICENSING: All images and illustrations are licensed with adobe stock images and available on request. User journey illustrations are done by Victoria Weiss©
TEAM CREDITS
Laura Kluball
Data Research, Findings, Business Analysis
Tina Radford
Prototype Development, User Research
Victoria Weiss
Design, Branding, User Research Development