MOTLEY ZOO ANIMAL RESCUE
User Research, Website Redesign, Branding, Visual Design, Wireframe, Mockups, Usability
Overview
The Motley Zoo Animal Rescue website faced significant usability issues that hindered users from accomplishing their objectives, such as adopting pets, volunteering, and donating. A thorough evaluation and a user-focused redesign were necessary to enhance the user experience and support the organization's mission more effectively.
Impact
The redesigned website improved user engagement and satisfaction by addressing critical usability issues. The new design facilitated easier navigation, quicker access to information, and a more intuitive user experience, resulting in higher adoption rates, increased volunteer sign-ups, and more donations.
Context and Need
The usability issues present on Motley Zoo's website can potentially hinder its users from accomplishing their objectives, resulting in their goals being unfulfilled. Therefore, a thorough evaluation of the issues that exist on the website, coupled with a redesign that prioritizes user experience, is necessary to address these concerns.
"Why visit Motley Zoo?"
User interviews helped uncover the objectives behind visiting sites similar to Motley Zoo, such as getting updates on animal welfare, finding pets for adoption, making donations, and exploring volunteering opportunities.
To get general updates on animal welfare
To find pets for adoption
To make donations
Volunteering opportunites
"It would be great to have complete details on animals available for adoption, from start to finish."
"I really need a way to quickly find the specific pet information I'm looking for."
"I'm looking to volunteer and help out in the community, as well as find pets that need homes."
"Narrow down on pet information that I am looking for"
"I want to find pets to adopt, donate, volunteer, and also stay updated on events, fundraisers, and entertaining content like blogs and videos."
"I want a straightforward and seamless way to make donations, where I can contribute easily without getting lost in complicated steps or unclear instructions."
Defining Our Target Audience
The personas created assisted in understanding the users frustrations, challenges and the goals they would like to achieve from Motley Zoo’s website.
Where Users Hit Roadblocks?
This section highlights key metrics from our usability testing, offering a snapshot of the testing process and its outcomes. It showcases the number of tasks tested, participants involved, and areas assessed, along with the total usability issues identified.
12
Tasks Tested
76%
Task Success Rate
05
Task Participants
06
Areas Tested
21
Usability Issues
The 76% task success rate reflects the current state of the site's user experience and points to areas for improvement.
Spotting Key Usability Issues
The data was analyzed using a bottom up approach where we organized our findings into groups and then labeled them. We analyzed the “think-aloud” responses that we received from all the participants.
Complex Donation Process
Users struggled with a lengthy and confusing donation process, leading to drop-offs before completing donations.
Inefficient Pet Search
The pet search functionality was difficult to use, with limited filters and unclear information, making it hard for users to find specific pets.
Poor Discoverability
Important content and features, such as donation options and pet profiles, were not easily discoverable, leading to user frustration.
UI Design Challenges
This title covers the broader issues related to the website's user interface, including visual hierarchy, consistency, and clarity.
How we transformed insights into solutions
Optimizing the Donation Workflow
Task Flow Optimization
The donation process was simplified by optimizing fields and combining related steps into a single action.
Enhanced Form Usability
Redesigned form fields with clear labels and inline validation, supported by contextual help and microcopy to minimize errors.
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Refining the Pet Search Experience
Dedicated Pet Search Interface
Implemented a dedicated search interface with dynamic, user-friendly filters to streamline the pet discovery process.
Comprehensive Pet Profiles
Enhanced pet listings with detailed, easily accessible information in a clear, list-based layout to support informed decision-making.
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Enhancing Site Discoverability
Improved Navigation Structure
The site’s navigation has been restructured to provide clearer pathways to key content, reducing the time users spend searching for information.
New UI & Increased Content Accessibilty
Key information is now more prominently displayed and easily accessible, with strategic use of internal linking and contextual navigation aids.
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