UX/UI CASE STUDY

Miami Animal Alliance Website Redesign

The Problem

Miami Animal Alliance is trusted by those who have already adopted through the rescue. But due to their poor website UX/UI, they are often overlooked by any new visitors who may be looking to adopt an animal. Although they may have success metrics to increase their credibility, those stories were hard to find on the site.

The Solution

Updating both the site’s UX and UI was critical to help Miami Animal Alliance showcase their quality of work to any new visitors. This included an updated brand style based on user and competitive research, an information architecture revamp, and new sections on the site to showcase past success stories and credibility metrics.

Project Objectives

Improve navigation and user experience
Revamp the organization’s brand style to appeal to users
Add credibility triggers and trust points to the site
Optimize site conversion points to increase adoption rates

My Role

Throughout the project, I assumed the following roles and responsibilities:

UX Researcher
UI Designer

My Tools

I used the following tools to assist me in the research and development of this project:

Figma
Figjam

Heuristic Evaluation and User Interviews

Performing a Heuristic Evaluation and user interviews allowed me to identify the key areas of focus for the website redesign.

All interviewees agreed the website:

Lacked a clear and fun design they would expect from a rescue
Had inconsistent design (no coherent color or font style)
Was difficult to scan. Disorganized with no clear next step
Not responsive

Proto Persona: Hannah Pawson

About Hannah

Hannah Pawson, early 30s, has had animals in her life since she was little, which is why having a furry companion is incredibly important to her. She works from home and lives alone, which can sometimes feel lonely. Having an animal will provide her company and a new family member to spend time with

Goals

Wants to find a credible rescue organization vs a breeder
Wants to see past adoption success stories to be able to trust a rescue

Pain Points

Finding it difficult to find a rescue that she can trust
A lot of rescues don’t have a lot of information on their sites

User Flow & Navigation

Through a card sorting exercise, I developed a new navigation that consolidated the original two with the goal of providing more clarity for the user

miami-animal-alliance-navigation-redesigned

UI Style Guide

The updated UI style for the Miami Animal Alliance is driven by a playful and vibrant look and feel. Colors are meant to be used consistently throughout the site.

UI style adjectives include: