ASPCA — Megan Ferry

ASPCA Adoption Flow Redesign

Role: UX designer, UI designer
Team: Andre Coleman, Megan Ferry, Jose Osorio, Regency Smith
Year: 2023 (2 week project)

Challenge

We have observed that the current site lacks transparency and a balance of uplifting images & success stories, which may cause users to prematurely leave the site out of frustration and distress.

Proposed Solution

Creating a clean, inviting interface for the website that provides detailed information about the animals they house, as well as easy to follow next steps through the adoption process.

Research

First Impressions

Dead end links
Depressing imagery
Donate, donate, DONATE!
Unreliable pet information
Messy navigation
Pet profile display is not constant across the website

User Survey

Interview Plan

Goals

To discern how users search for animals to adopt.
To name emotions users have when searching through pet adoption websites.
Discover what aspects of a website help a user to complete their pet adoptions.
Determine pain points on the pet adoption websites.

Questions

Do users search through specific apps/websites to find pet adoptions?
Does appealing to or manipulating user emotions help/hinder during the adoption process?
What features on a website's UI assist users in completing a successful pet adoption?
What, if any, difficulties are present when adopting a pet? What aspects are delightful?

User Testing Insights

Hypothesis

Potential pet owners need clarity regarding the adoption and information processes on the ASPCA website. A lack of transparency and/or crudely-presented information regarding animals creates distrust, which leads to users leaving the website and not adopting.

Ideation

Competitor Analysis

User Flow

Priority Matrix

We determined the highest priorities for users and the ASPCA’s adoption process were:

Users being able to track their progress throughout the adoption process
Keeping the experience from feeling depressing or overtly manipulative throughout the website and adoption user flow

User Journey

We created a user journey to reveal key priorities and opportunities for our persona.

Scenario

Jasmine is a owner of two cats. She recently had to put her dog down for medical reasons. She finally feels comfortable looking for a new pup.

Expectations

Able to find a dog that matches her lifestyle
Has clear communication with the society
The adoption process is intuitive and enjoyable

Wireframing & Prototyping

This is the initial wireframe for the flow of adopting a dog.

(Full Figma files can be provided upon request)

Dog profile

Style Guide

Based on initial user testing, this tab design simplified adoption navigation. I applied the style guide to achieve a more uplifting appearance.

Progress Tracker

The initial adoption inquiry form was one long page of fields to fill out. Users disliked how much information there was to absorb on one page. I refined the wireframe form into digestible chunks, and added a progress tracker so users knew where they were in the adoption process. In further testing, users found this to be a good solution.

original adoption form   →   wireframe tracker   →   styled prototype tracker

High Fidelity Prototype

After building our Hi-Fidelity prototypes, we performed usability tests and iterated the final version based on feedback.