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Miami
Animal
Rescue Redesign 

mockuuups-mockup-of-female-user-on-a-couch-shopping-online-with-her-grey-macbook-and-a-mas

Project Overview

Group Project 
1 Week Sprint

My Roles 
-Research
-Wireframe 
-Prototype

Case Study Scenario

You and your team of designers have been tasked to complete a 5-day design sprint in order to tackle the challenge of engaging potential donors to give digital donations to a local non-profit. 

Tools
-Figma
-Figjam
-InVision

Design Thinking 

Empathize

Problem Space
&
Research

Define

Persona
Experience Map
Opportunities

Ideate

User Stories
Task Flow
Sketches

Prototype

Wireframes
Lo/Mid Fidelity Prototypes

Test

Usability Testing
Wireframe Interactions
Feedback

Refine

Adjust Design Based on Feedback

Empathize

The Problem

Miami Animal Rescue is a non-profit organization whose purpose is to rescue animals from dire situations and provide them with a happy home.
It is a foster network created to rescue animals from euthanasia, emergency situations, and abandonment and find them loving foster and/or forever homes

Secondary Research

Animals Killed in Shelters

We discovered that while the number of cats and dogs left in shelters, and subsequently killed decreased from 20 million in the 1970s to about 1.5 million in 2017. That’s still a lot of animals and a lot more that can be done to save them…

Percentage of Online Donations going to the Animal Sector

Online fundraising has only continued to expand, especially during the pandemic. It’s important that organizations optimize their online presence so they can continue to support their initiatives

A 2021 Survey found that only a small persencent of online donations went to animal welfare

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With mobile and web donations trending upwards, organizations must be well-equipped to process mobile and web page transactions to readily optimize donor experience.
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Percentage of all U.S Donations going to the Animal Sector

Only 3% of all donations in the United States went to the animal and environment sector. This proves there is a huge opportunity to increase donations for animal welfare.
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Donors Want to be Informed

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Too Many Donation CTA (Call to Action) 

The Miami Animal Rescue website currently has three different ways of donating. Which is confusing and lacks consistency.

Miami Animal Rescue Landing Page

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Here’s avenue number one.
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Here’s avenue number two.
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Here’s avenue number three.
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Primary Research

We conducted five interviews with participants who had prior experience donating online. In the interviews we also asked them to walk-through the Miami Animal Rescue website for insights

Methodology

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Analyzing Findings

After the interviews, we began to organize the participant’s pain points, motivations, and behaviors into an affinity map. Then we sorted through the insights into similar themes.

Choosing a Theme

Out of the 3 themes, the most compelling was that people want transparency and want to know where their money is going and what it’s supporting
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Define

User Persona 

Meet Abigail: our user persona. She donates to social causes yearly and prefers to make donations online via a desktop. Her goals are to leave an impact in her community and see the results of her efforts. However, she doesn’t like when organizations lack financial transparency and she feels overwhelmed with constant donation solicitations.
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Ideate

Creating a Task Flow 

We created this task flow to walk through Abigail’s online experience visiting Miami Animal Rescue in hopes of making a donation.
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Finding UI Inspiration 

Our team created an inspiration board, pulling some typography and colors inspired by the logo.
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Sketches
Our team began conceptualizing ideas by sketching home pages and donation forms. We selected the starred sketches for wireframing.
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Prototype 

Our team created a low-fidelity prototype inspired by our solution sketches. This was the home screen.

Test

We gave each of our participants 3 tasks. Although they completed two tasks successfully, none were able to complete the first task of exploring the homepage, especially because it wasn’t clear that they could scroll vertically and horizontally on the homepage. We synthesized all of their insights into a prioritization matrix that allowed us to determine the highest priority revisions to incorporate into a hi-fidelity prototype
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The low-fi iteration on the left is the version we tested. We then leveraged both our UI inspiration board and our feedback and created the redesign on the right. 

Refine

The low-fi iteration on the left is the version we tested. We then leveraged both our UI inspiration board and our feedback and created the redesign on the right.
Before User Testing
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After User Testing
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High Fidelity Prototype

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Tropical Leaves
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