WEBSITE REDESIGN TO IMPROVE USER EXPERIENCE AND ULTIMATELY BOOST CAT ADOPTIONS
WEBSITE REDESIGN TO IMPROVE USER EXPERIENCE AND ULTIMATELY BOOST CAT ADOPTIONS
WEBSITE REDESIGN TO IMPROVE USER EXPERIENCE AND ULTIMATELY BOOST CAT ADOPTIONS
Discover the perfect cat for you on the newly improved Toronto Cat Rescue website. Enjoy a clean, minimal design with interactive features.
Discover the perfect cat for you on the newly improved Toronto Cat Rescue website. Enjoy a clean, minimal design with interactive features.
Discover the perfect cat for you on the newly improved Toronto Cat Rescue website. Enjoy a clean, minimal design with interactive features.
Toronto Cat Rescue (TCR)
Toronto Cat Rescue (TCR)
ROLE
ROLE
User research, A/B testing, Prototyping & Iterations
User research,
A/B testing,
Prototyping & Iterations
User research,
A/B testing,
Prototyping & Iterations
TEAM
TEAM
Group project
UofT UX/UI Design Bootcamp
Group project
UofT UX/UI Design Bootcamp
Group project
UofT UX/UI Design Bootcamp
DURATION
DURATION
4 weeks
Jan 6th - Feb 3rd, 2025
4 weeks
Jan 6th - Feb 3rd, 2025
4 weeks
Jan 6th - Feb 3rd, 2025
Background
Background
Toronto Cat Rescue’s business objectives align closely with its mission to prioritize feline well-being and foster a dedicated community. However, the current website presents usability challenges that disrupt a seamless user experience.
Toronto Cat Rescue’s business objectives align closely with its mission to prioritize feline well-being and foster a dedicated community. However, the current website presents usability challenges that disrupt a seamless user experience.
Toronto Cat Rescue’s business objectives align closely with its mission to prioritize feline well-being and foster a dedicated community. However, the current website presents usability challenges that disrupt a seamless user experience.
Early Insights
Early Insights
The redesign is expected to create a more user-friendly platform that better supports TCR’s mission by addressing the current usability and content challenges (see full breakdown here).
Constraints
Constraints
Limited access to real user data like site analytics or adoption form submissions to assess current performance.
Unable to validate design decisions with TCR stakeholders to ensure alignment with their internal workflows or goals.
Additionally, reliance on publicly available content, which may be outdated, incomplete, or not well-structured for user needs.
Limited access to real user data like site analytics or adoption form submissions to assess current performance.
Unable to validate design decisions with TCR stakeholders to ensure alignment with their internal workflows or goals.
Additionally, reliance on publicly available content, which may be outdated, incomplete, or not well-structured for user needs.
Limited access to real user data like site analytics or adoption form submissions to assess current performance.
Unable to validate design decisions with TCR stakeholders to ensure alignment with their internal workflows or goals.
Additionally, reliance on publicly available content, which may be outdated, incomplete, or not well-structured for user needs.
Design Process
Design Process
This project followed a five-stage UX process; Empathize, Define, Ideate, Prototype, and Test. Combining user research, content analysis, and iterative design to create a more intuitive, accessible, and user-centered website experience for Toronto Cat Rescue.
This project followed a five-stage UX process; Empathize, Define, Ideate, Prototype, and Test. Combining user research, content analysis, and iterative design to create a more intuitive, accessible, and user-centered website experience for Toronto Cat Rescue.
This project followed a five-stage UX process; Empathize, Define, Ideate, Prototype, and Test. Combining user research, content analysis, and iterative design to create a more intuitive, accessible, and user-centered website experience for Toronto Cat Rescue.
Empathize
Empathize
Empathize
Define
Define
Define
Ideate
Ideate
Ideate
PROTOTYPE
PROTOTYPE
PROTOTYPE
Testing
Testing
Testing
Proto-persona
User research
Competitive analysis
Key user insights
Final user persona
Problem statement
User journey map
Final user persona
Problem statement
User journey map
Mind mapping & ideation
Content audit & iterations
Brand direction & style guide
Mind mapping & ideation
Content audit & iterations
Brand direction & style guide
Low-fidelity wireframes
Mid-fidelity prototypes
High-fidelity prototypes
Low-fidelity wireframes
Mid-fidelity prototypes
High-fidelity prototypes
User Feedback
Design Reiteration
User Feedback
Design Reiteration
Proto-persona
User research
Competitive analysis
Key user insights
Week 1
Week 1
Week 2
Week 2
Week 3
Week 3
Week 4
Week 4
Empathize
Empathize
To understand the issues cat adopters face, we conducted a survey (21 responses) and interviews (4 participants). This research uncovered their experiences, motivations and pain points while adopting a cat.
To understand the issues cat adopters face, we conducted a survey (21 responses) and interviews (4 participants). This research uncovered their experiences, motivations and pain points while adopting a cat.
To understand the issues cat adopters face, we conducted a survey (21 responses) and interviews (4 participants). This research uncovered their experiences, motivations and pain points while adopting a cat.
User Demographic:
Majority were aged 25–34 (76%), single (52%), and located in the Greater Toronto Area (57%).
Most participants reported rarely (43%) or never (33%) visiting rescue websites, highlighting an opportunity to improve accessibility.
User Motivation:
When asked about their primary reason for visiting a rescue website, most participants selected pet adoption (53%), followed by volunteering (27%) and donating (23%).
The top motivator was giving a cat a loving home (52%) followed by easy adoption process (17%)
User Experience:
The top drivers for user experience are clear navigation & organization (47.6%), followed by a streamlined process & strong visual content (38%).
Users also want financial transparency on donations received (76.2%).
What Users Want:
For help and support, 40.6% of participants preferred FAQs or live chat, while only 12.5% preferred email or phone.
83.3% valued detailed cat profiles and emphasized that adoption success stories and testimonials play an important role in their decision-making.
User Demographic:
Majority were aged 25–34 (76%), single (52%), and located in the Greater Toronto Area (57%).
Most participants reported rarely (43%) or never (33%) visiting rescue websites, highlighting an opportunity to improve accessibility.
User Motivation:
When asked about their primary reason for visiting a rescue website, most participants selected pet adoption (53%), followed by volunteering (27%) and donating (23%).
The top motivator was giving a cat a loving home (52%) followed by easy adoption process (17%)
User Experience:
The top drivers for user experience are clear navigation & organization (47.6%), followed by a streamlined process & strong visual content (38%).
Users also want financial transparency on donations received (76.2%).
What Users Want:
For help and support, 40.6% of participants preferred FAQs or live chat, while only 12.5% preferred email or phone.
83.3% valued detailed cat profiles and emphasized that adoption success stories and testimonials play an important role in their decision-making.
User Demographic:
Majority were aged 25–34 (76%), single (52%), and located in the Greater Toronto Area (57%).
Most participants reported rarely (43%) or never (33%) visiting rescue websites, highlighting an opportunity to improve accessibility.
User Motivation:
When asked about their primary reason for visiting a rescue website, most participants selected pet adoption (53%), followed by volunteering (27%) and donating (23%).
The top motivator was giving a cat a loving home (52%) followed by easy adoption process (17%)
User Experience:
The top drivers for user experience are clear navigation & organization (47.6%), followed by a streamlined process & strong visual content (38%).
Users also want financial transparency on donations received (76.2%).
What Users Want:
For help and support, 40.6% of participants preferred FAQs or live chat, while only 12.5% preferred email or phone.
83.3% valued detailed cat profiles and emphasized that adoption success stories and testimonials play an important role in their decision-making.
Target Users
Target Users
Cat Adopters (Primary).
Volunteers, Donators, Partner Organizations (Veterinary clinics, pet supply stores, or local shelters), Foster Applicants and Adoption Agencies (Secondary).
Cat Adopters (Primary).
Volunteers, Donators, Partner Organizations (Veterinary clinics, pet supply stores, or local shelters), Foster Applicants and Adoption Agencies (Secondary).
Cat Adopters (Primary).
Volunteers, Donators, Partner Organizations (Veterinary clinics, pet supply stores, or local shelters), Foster Applicants and Adoption Agencies (Secondary).
User Persona
Persona
Persona
Emily Ann Mesa
Emily Ann Mesa
Age
Age
28
28
Toronto, Ontario
Toronto, Ontario
Single
Single
Marketing Manager
Marketing Manager
Owns 1 cat
Owns 1 cat
Emily, 28, is a current cat owner looking to adopt a second companion. She wants a simple, stress-free adoption process with clear, step-by-step guidance. She wants to understand how donations are used and what volunteering involves. Most of all, she values feeling supported by the rescue organization even after the adoption is complete.
Emily, 28, is a current cat owner looking to adopt a second companion. She wants a simple, stress-free adoption process with clear, step-by-step guidance. She wants to understand how donations are used and what volunteering involves. Most of all, she values feeling supported by the rescue organization even after the adoption is complete.
Needs
Needs
Clear, detailed cat profiles with personality and health info
Easy-to-use filters for breed, age, and temperament
Simple, transparent adoption process
Access to post-adoption support and resources
Clarity on how donations and volunteer efforts are used
Clear, detailed cat profiles with personality and health info
Easy-to-use filters for breed, age, and temperament
Simple, transparent adoption process
Access to post-adoption support and resources
Clarity on how donations and volunteer efforts are used
Pain points
Pain points
Confused by unclear or jargon-filled information
Frustrated by hard-to-navigate adoption processes
Distrust from lack of transparency in donation use
Discouraged when listings are outdated or vague
Feels adoption sites waste time if not user-friendly
Confused by unclear or jargon-filled information
Frustrated by hard-to-navigate adoption processes
Distrust from lack of transparency in donation use
Discouraged when listings are outdated or vague
Feels adoption sites waste time if not user-friendly
Goals
Goals
Ensure a smooth & transparent adoption
Feel supported post-adoption
See how donations & volunteer efforts are used
Quickly find helpful info on the site
Find a cat that fits her needs & lifestyle
Find a cat that fits her needs & lifestyle
Ensure a smooth & transparent adoption
Feel supported post-adoption
See how donations & volunteer efforts are used
Quickly find helpful info on the site
Motivations
Motivations
Wants a positive and fulfilling experience when adopting a cat.
Cares deeply about finding a cat that suits her lifestyle
Values trustworthy, transparent organizations
Hopes to contribute to animal welfare beyond adoption
Seeks an emotionally rewarding adoption experience
Wants a positive and fulfilling experience when adopting a cat.
Cares deeply about finding a cat that suits her lifestyle
Values trustworthy, transparent organizations
Hopes to contribute to animal welfare beyond adoption
Seeks an emotionally rewarding adoption experience
Goals
Find a cat that fits her needs & lifestyle
Ensure a smooth & transparent adoption
Feel supported post-adoption
See how donations & volunteer efforts are used
Quickly find helpful info on the site
Persona
Emily Ann Mesa
Age
28
Toronto, Ontario
Single
Marketing Manager
Owns 1 cat
Emily, 28, is a current cat owner looking to adopt a second companion. She wants a simple, stress-free adoption process with clear, step-by-step guidance. She wants to understand how donations are used and what volunteering involves. Most of all, she values feeling supported by the rescue organization even after the adoption is complete.
Needs
Clear, detailed cat profiles with personality and health info
Easy-to-use filters for breed, age, and temperament
Simple, transparent adoption process
Access to post-adoption support and resources
Clarity on how donations and volunteer efforts are used
Pain points
Confused by unclear or jargon-filled information
Frustrated by hard-to-navigate adoption processes
Distrust from lack of transparency in donation use
Discouraged when listings are outdated or vague
Feels adoption sites waste time if not user-friendly
Motivations
Wants a positive and fulfilling experience when adopting a cat.
Cares deeply about finding a cat that suits her lifestyle
Values trustworthy, transparent organizations
Hopes to contribute to animal welfare beyond adoption
Seeks an emotionally rewarding adoption experience
Goals
Find a cat that fits her needs & lifestyle
Ensure a smooth & transparent adoption
Feel supported post-adoption
See how donations & volunteer efforts are used
Quickly find helpful info on the site
Defined Problem
Defined Problem
An intuitive design with streamlined navigation, structured content, and
high-quality visuals will empower users to adopt cats more easily while fostering trust, engagement, and an overall better experience.
An intuitive design with streamlined navigation, structured content, and
high-quality visuals will empower users to adopt cats more easily while fostering trust, engagement, and an overall better experience.
An intuitive design with streamlined navigation, structured content, and
high-quality visuals will empower users to adopt cats more easily while fostering trust, engagement, and an overall better experience.
Ideating
Ideating
We held a diverge/converge mind mapping ideation session to generate and refine potential solutions to our primary user pain points. Since this was a redesign project, we also conducted a comprehensive content inventory and hierarchy audit. During this process, we categorized the issues and prioritized "Must Fix" items to guide actionable improvements in the redesign.
We held a diverge/converge mind mapping ideation session to generate and refine potential solutions to our primary user pain points. Since this was a redesign project, we also conducted a comprehensive content inventory and hierarchy audit. During this process, we categorized the issues and prioritized "Must Fix" items to guide actionable improvements in the redesign.
We held a diverge/converge mind mapping ideation session to generate and refine potential solutions to our primary user pain points. Since this was a redesign project, we also conducted a comprehensive content inventory and hierarchy audit. During this process, we categorized the issues and prioritized "Must Fix" items to guide actionable improvements in the redesign.
User Flow
User Flow
A/B Testing
A/B Testing
We conducted A/B testingon our mid-fidelity prototypes to evaluate the impact of enhancing the main call-to-action (CTA) on the adopt page by making it more interactive. The hypothesis proposed that a more dynamic landing feature would increase user engagement and lead to higher adoption rates.
Version A featured a location-based interactive element, while Version B introduced a personalized quiz directing users to adoptable cats that matched their preferences. Out of 12 participants, 7 preferred the quiz-based version, citing its personalized experience and streamlined navigation.
The final prototype combines Version A and B, featuring a personalized quiz that begins with a location prompt. This hybrid approach caters to diverse user needs and streamlines the adoption experience.
We conducted A/B testingon our mid-fidelity prototypes to evaluate the impact of enhancing the main call-to-action (CTA) on the adopt page by making it more interactive. The hypothesis proposed that a more dynamic landing feature would increase user engagement and lead to higher adoption rates.
Version A featured a location-based interactive element, while Version B introduced a personalized quiz directing users to adoptable cats that matched their preferences. Out of 12 participants, 7 preferred the quiz-based version, citing its personalized experience and streamlined navigation.
The final prototype combines Version A and B, featuring a personalized quiz that begins with a location prompt. This hybrid approach caters to diverse user needs and streamlines the adoption experience.
We conducted A/B testingon our mid-fidelity prototypes to evaluate the impact of enhancing the main call-to-action (CTA) on the adopt page by making it more interactive. The hypothesis proposed that a more dynamic landing feature would increase user engagement and lead to higher adoption rates.
Version A featured a location-based interactive element, while Version B introduced a personalized quiz directing users to adoptable cats that matched their preferences. Out of 12 participants, 7 preferred the quiz-based version, citing its personalized experience and streamlined navigation.
The final prototype combines Version A and B, featuring a personalized quiz that begins with a location prompt. This hybrid approach caters to diverse user needs and streamlines the adoption experience.
Prototype
Prototype
View the Toronto Cat Rescue prototype for mobile and desktop; redesigned to improve usability and better support TCR’s mission.
Kindly note that the prototype might take some time to fully load.
View the Toronto Cat Rescue prototype for mobile and desktop; redesigned to improve usability and better support TCR’s mission.
Kindly note that the prototype might take some time to fully load.
View the Toronto Cat Rescue prototype for mobile and desktop; redesigned to improve usability and better support TCR’s mission.
Testing
Testing
We conducted user testing with four participants via FaceTime and Zoom, evaluating both prototype versions. Feedback led to key improvements in the final design: the FAQ section was revised for clarity with standard dropdowns; missing back buttons were added to improve navigation across pages; and the map feature was updated to include a properly placed, fixed exit icon for better usability.
We conducted user testing with four participants via FaceTime and Zoom, evaluating both prototype versions. Feedback led to key improvements in the final design: the FAQ section was revised for clarity with standard dropdowns; missing back buttons were added to improve navigation across pages; and the map feature was updated to include a properly placed, fixed exit icon for better usability.
We conducted user testing with four participants via FaceTime and Zoom, evaluating both prototype versions. Feedback led to key improvements in the final design: the FAQ section was revised for clarity with standard dropdowns; missing back buttons were added to improve navigation across pages; and the map feature was updated to include a properly placed, fixed exit icon for better usability.
Takeaways
Takeaways
This project demonstrates how thoughtful, user-centered design can increase engagement and inspire action. User testing confirmed that the redesigned platform makes adopting cats easier and more appealing, with participants saying they would be more likely to adopt as a result.
Looking ahead, further refinements will build on this success. Key areas of focus include creating a hybrid adoption model that accommodates both adopters and donators, improving navigation for large datasets (more adoptable cats available), and enhancing the mobile experience. Additional features like micro interactions, saved progress, and tailored CTAs will ensure a more accessible, personalized, and delightful journey.
This project demonstrates how thoughtful, user-centered design can increase engagement and inspire action. User testing confirmed that the redesigned platform makes adopting cats easier and more appealing, with participants saying they would be more likely to adopt as a result.
Looking ahead, further refinements will build on this success. Key areas of focus include creating a hybrid adoption model that accommodates both adopters and donators, improving navigation for large datasets (more adoptable cats available), and enhancing the mobile experience. Additional features like micro interactions, saved progress, and tailored CTAs will ensure a more accessible, personalized, and delightful journey.
This project demonstrates how thoughtful, user-centered design can increase engagement and inspire action. User testing confirmed that the redesigned platform makes adopting cats easier and more appealing, with participants saying they would be more likely to adopt as a result.
Looking ahead, further refinements will build on this success. Key areas of focus include creating a hybrid adoption model that accommodates both adopters and donators, improving navigation for large datasets (more adoptable cats available), and enhancing the mobile experience. Additional features like micro interactions, saved progress, and tailored CTAs will ensure a more accessible, personalized, and delightful journey.
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View Figma Project
Let’s Get in Touch
Let’s Get in Touch.