Paws for A Purpose is a registered Australian charity with the goal of stopping Parvovirus and helping people in need with their pets, through donations, volunteering and dog treat sales.
Re-branding and improvement of the experience and flow of the volunteering section of the Paws for a Purpose website.
9 weeks
“You’ve done an amazing job. I love how clear the layout is and how our mission stands out and is easy to understand.”
“This new version of the website is much more engaging, and it is now clear what the [Paws for a Purpose] mission is. As a vet, I would be much more likely to get in touch with them and help achieve their goal.”
“I can now understand what the process is and I would be keen to consider sending an expression of interest to join this organisation.”
As NFP, finances were naturally a great concern, and so was the need to increase donations and the number of volunteers. However, as important as money may be, other concerns were raised. An opportunity canvas was created to assist with better understanding goals, potential setbacks, strategies, challenges, and metrics.
▹ Brand recognition
More consistency throughout the website, a clear mission statement and an improved interface.
▹ Friendlier flow
A clear experience, that creates more awareness and can attract a different target audience.
To better understand the needs of volunteers, I have run a competitive analysis. This analysis included Parkinson’s UK, Savour Life, and Rethink Mental Illness. The goal was to identify how successful NFP organisations, present their mission and objectives to their audiences, as well as enticing them to volunteer to their cause.
A persona and their journey were designed, after conducting interviews. These interviews targeted volunteers at pet-related NFP organisations, one vet, and dog lovers. The Journey Map includes a final step, aiming to improve the experience of volunteers, reducing confusion and increasing the chances of referrals.
After conducting research, I moved on to sketching. This enabled me to quickly try some options and experiment with different layouts. I explored different blocks of information, thought about content and hierarchy, and alternated between text and imagery, to create a cleaner layout that was easier to navigate, and highlighted the mission of the organisation.
After understanding what could work, and what probably wouldn’t, I started messing around with Figma. The end goal was to create simple lo-fi wireframes that were clean and descriptive enough to start testing with some humans. I tried not to, but I ended up including some animated GIFs to break the ice with some of the awesome people who offered to test the initial layout.
Usability testing on hi-fi wireframes was better received. I felt that testing on a branded prototype worked best. Visitors felt they could trust the organisation more and were more engaged.
