Paws for a Cause
An association of Animal Shelters.
PAWS FOR A CAUSE CASE STUDY
ROLE: LEAD UX+UI DESIGNER
CLIENT: Paws for a Cause (UX Academy Project)
TIMELINE: 80 HOURS OVER 4 WEEKS
Paws for a Cause is an association of animal shelters. They partner with shelters all over the country to raise awareness and foster the discoverability of pets waiting for a home. Around 6.5 million companion animals enter U.S. animal shelters nationwide every year. These numbers are mostly cats (3.2 million) and dogs (3.3 million). Each year, about 1.5 million shelter animals are euthanized (670,000 dogs and 860,000 cats) and around 3.2 million shelter animals are adopted.
Create a platform that allows people to see all the available animals in any shelter close (or not) to them.
I created a responsive site and fresh new brand for Paws for a Cause. The responsive website will help people discover animals and learn more about shelters.
My approach for the research was to get a good understanding on pet adoption and animal shelters.
- Define the target audience
- Determine who the competitors are and what their strengths and weaknesses are
- Determine strengths, weaknesses, pain points of adopting a pet
- Explore and understand the adoption process
- Explore and understand why participants prefer buying over adopting
- Determine how to make adoption more attractive/appealing
SECONDARY RESEARCH - MARKET ANALYSIS & COMPETITIVE ANALYSIS
I did market analysis to learn and understand the types of people that own and adopt pets. This gave me some insight on the demographics of owners, adoption process, information on animal shelters. When doing competitive analysis I learned about Paws for a Cause’s competition. This revealed their strengths and weaknesses. I used this to help me set them apart from the competition. Based on this information I created provisional personas. I was able to determine their goals and pains based on my research findings. I used this to help determine the demographics for who I was going to interview.
PRIMARY RESEARCH - USER INTERVIEWS
Using my provisional personas I developed an interview guide to help determine the types of questions I needed to ask based on my secondary research. I interviewed 5 participants that were pet owners, had experience with pet adoption or were interested in adopting. With my interview findings I was able to gain information on past experiences, opinions, pain points, and preferences.
SYNTHESIS + DEFINING
After completing my user interviews I created an empathy map. I collected my findings and used sticky notes to group them into categories: do, say, think, feel, pain, and gain. By doing this I was able to easily see patterns to identify insights and needs for the user.
Based on the user insights and needs I was able to create a user persona found from the empathy map. I created a persona based on a young adult that is looking to adopt a pet.
POV & HMW STATEMENTS
Using the insights and needs from my empathy map I created POV (Point of View) and HMW Statements (How Might We Statements). These were written from the user Kasey’s point of view to empathize with her.
I did a brainstorming session to gather as many ideas as I could down on paper for each HMW question. I did this to get as many ideas for product features. This would later be used to help prioritize the features that would be used for the design.
The sitemap was created to help with the structure and flow of the Paws for a Cause website.
I started sketching using pen and paper but then later moved to marker an dot paper for a cleaner look. Sketching on paper helped me get some design ideas down before moving to the computer.
I created mid fidelity screens in Sketch and then created an Invision prototype. The prototype also includes additional screens for various user flows.
- Test the usability and functionality of the website as the users navigate through it.
- Observe and identify any confusion and pain points users face.
- Identify any inconsistencies or missing elements.
- Observe features users are drawn to.
USER INTERACTION DESIGN
LOGO & UI KIT
After gathering inspiration from my mood board I began to sketch some logo designs on paper. Once I narrowed it down to a couple designs I brought those ideas to life in Sketch.
With my logo and brand defined I was able to create UI elements for Paws for a Cause. This includes color palette, typography, text styles, icons, buttons, and photo inspiration.
If I had more time I would incorporate all the recommendations that I received. I would also like to design the pet match feature. Once I was able to create more iterations of the new design I would perform a usability test to the results.