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Pet Cancer Foundation

Website redesign focused on promoting new e-commerce feature to increase fundraising efforts. 

Overview:

The Pet Cancer Foundation decided to revamp its existing website and brought me on board to provide my recommendations and insight to their redesign. After our first meeting, the stakeholders presented the prototype they had worked on and asked me to do a full UX audit and provide my recommendations. 

Objective:

The goal of the redesign was to:

  • Promote the new e-commerce portion of the website

  • Restructure the content strategy

  • Ensure the design was intuitive and user friendly

  • Implement the build out of additional content pages

Role:

User Experience Design, Content Strategy , Visual Design

Timeline: 

3 months 

Strategy:

  • Audit of website

    • Sitemap

  • Competitor Review

  • Initial Designs

  • Present to Stakeholders

  • Iterations

Roadblocks:

  • No established user base to test

  • Limited timeline

Competitor Review 

I wanted to see how similar organizations presented and organized content so I ran a competitor review of 2 competitors the Animal Cancer Foundation (ACF) and the National Canine Cancer Foundation (NCCF).

*Click image to enlarge 

Sitemap

First I reviewed all the content and in’s and out’s of the current website. I outlined the sitemap so I understood the content strategy currently deployed on the website.

I found there were a few pages that could be consolidated and the menu could be made more concise. 

*Click image to enlarge 

I was given access to the development website that was already built and in progress before I came on.

I was asked to review the rolling excel sheet of notes/ improvements and add any UX recommendations I found.

Recommendations

  • More intentional about content organization

    • Why is feline and canine cancer seperated? Are they different? Do they need to be separated?

  • More CTA’s

    • No CTA’s on original menu

    • Based off competitor review and general UX best practices

    • Direct users to the most viable products

  • More personalization

    • Hard to get to know the organization and what their mission is. They have ‘What We Do’ on the homepage but doesn’t go into what they want users to do.

  • Minimize the times users are redirected to new pages when we can. More direct and to the point.

Design

First I reviewed all the content and in’s and out’s of the current website. I outlined the sitemap so I understood the content strategy currently deployed on the website.

The stakeholders main goal was to educate and fundraise through their newly launching online store. In order to call out the main goal I restructured the content above the fold, and included call to action buttons.

I also restructured the design of the header, combining similar pages and emphasizing the stakeholders main focus.

Made UI changes in line with material design guidelines to improve the user experience.
 

Results

Original:

Presented:

If I had more time 

With more time I would have liked to run user tests on the content organization of the menu to ensure the design meets all user needs. I would have liked to do a card sort to better understand how users intuitively organize the content on the website.

I would have also liked to work on more of the internal page designs. stakeholders asked that I keep my main focus on the homepage redesign, however, I would have loved to redesign the inner pages as well.

Lastly, with more time I would have liked to evaluate the mobile site in more detail.

What I learned

  • I would have liked to test out the menu organization and create a design that addresses all of the user needs. I would have liked to do a card sort and see how participants naturally organize the content on the website.

  • See if it is better to have the content in a drop down or removed like they did

  • Finalized the resource pages

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