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)
Toronto Cat Rescue (TCR)
ROLE
ROLE
ROLE
Research, UI Evaluation
Prototyping & Testing
Research, UI Evaluation
Prototyping & Testing
Research,
UI Evaluation
Prototyping & Testing
PROJECT TYPE
PROJECT TYPE
PROJECT TYPE
Non-Profit Redesign
Cat Rescue & Welfare
Non-Profit Redesign
Cat Rescue & Welfare
Non-Profit Redesign
Cat Rescue & Welfare
DURATION
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
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
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
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Additionally, reliance on publicly available content, which may be outdated, incomplete, or not well-structured for user needs.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.
Process
Process
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.
Research
Research
Research
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
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).
Problem
Problem
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
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.
A/B Testing
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
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
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.
Impact
Impact
Impact
The redesigned platform improved clarity and engagement, with 100% task success and users expressing a higher intent to adopt.
Looking ahead, further refinements such as creating more hybrid flows that accommodates both adopters & donators, improving navigation for larger datasets, and additional features like micro interactions will drive future engagement and donations.
The redesigned platform improved clarity and engagement, with 100% task success and users expressing a higher intent to adopt.
Looking ahead, further refinements such as creating more hybrid flows that accommodates both adopters & donators, improving navigation for larger datasets, and additional features like micro interactions will drive future engagement and donations.
The redesigned platform improved clarity and engagement, with 100% task success and users expressing a higher intent to adopt.
Looking ahead, further refinements such as creating more hybrid flows that accommodates both adopters & donators, improving navigation for larger datasets, and additional features like micro interactions will drive future engagement and donations.
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View Figma Project
View Figma Project
Let’s Get in Touch
Let’s Get in Touch.