Redesigning BSPCA’s website to help the organization in improving its digital offerings via the website.
Timeline: 2 weeks
Role
UX Strategist
Responsible for research methods and invinting long-term vision, by aligning business goals with the end user’s experience.
Team
Hadi Aradi, Mohammed Khalil, Donya Alansari, Zainab Ali
Prototype
About the Organization:
BSPCA (Bahrain Society for the Prevention of Cruelty to Animals) is an organization established by passionate animal lovers, dedicated to the welfare of animals. Operating as a charity, BSPCA provides 3 main services for their users, animal adoption, community volunteering and making donations.
About the Project:
As a conclusion of all the research & development, the main idea we focused on was building up BSPCA's credibility through adding different features to support the goals of the users collectively.
Wanna know how we got here?
It's all explained below…
As a team we started with a company research to understand BSPCA goals, services, their user types and what their current website provides.
What are the goals of the research?
Company Research
To understand BSPCA goals, services, their user types. And included a heuristic analysis to access the current website.
Usability Testing
of the current website
To access the current user flow and to understand users feelings, frustrations and needs.
C&C Analysis
Different competitive and comparative websites research was done to get a hold of good practices.
User Interviews
Find out users needs and know the process of online application for adoption and volunteering.
There were several thing that users needed for enhancing their experience in volunteering and adopting processes:
Fast & easy registration.
Adequate amount of useful information.
A way of better communication.
A way to find out all the information required easily.
Defining the problem
Using all the research findings, helped with creating personas that helped in empathizing with the users. The insights also helped highlight a goal for the business, and made us align the organization requirements with the users needs.
BSPCA Goals & Needs
Improve the digital offerings via the website to lead to quick-win improvements.
Build interest to engage people in long term volunteering activities.
Have a well informed and fast process for adoption.
Build trust to advocate donors to donate for a valid cause.
BSPCA Pain Points
Don’t have a way to motivate people to adopt rather than shop.
They lack spread of awareness about animal welfare and pet care.
Don’t have enough space at the facility to accept more animal.
Fail to engage with people to attract them for volunteering activities.
Personas
In the given time, we decided to focus on 2 users only. As we were able to gather major insights on volunteering, we decided to name the "volunteer" user our primary persona, to be our main focus in the project, and we put the "adopter" user in the second place.
Volunteer
Primary Persona
Age: 21
Status: Student
“Volunteers don’t necessarily have the time, they just have the heart.”
Goals & Needs
Wants detailed info about tasks and responsibilities.
Prefers flexible working hours.
Source of communication with members.
Pain Points
Has to call to know the tasks & responsibilities.
The website is not trust-worthy & confusing.
Adopter
Secondary Persona
Age: 24
Status: College student
“When the trust is high, communication is easy, instant, and effective.”
Goals & Needs
Wants detailed information about pets.
Need customer support and better communication.
Pain Points
I don't know how to take care of the pet.
I can’t trust the website if it lacks information.
Hard to reach out to adoption provider.
Volunteers need a way to have access to necessary information about volunteering opportunities that they can directly apply to, and have a clear understanding of the program.
Adopters need a straightforward and trustworthy way to go ahead with the adoption process, feeling safe and well informed when making their adoption decision.
Building Upward Credibility
When pulling all the insights and working on the "how might we" questions, one interesting fact came to our minds… all the users had a main common need, which is to have trust in the organization, and when coming up with solutions we were aiming to achieve that.
BSPCA credibility will help them in:
gaining trust from users who are welling to adopt.
higher rates of adoption, could increase donations toward the organization.
the more donations that will be recieved, the more animals they can save and then list for adoption.
gaining trust from volunteers would increase the awareness of animal welfare, and this could increase the adoption rates.
higher volunteering satisfaction rates, could promote more donations towards the organization.
Now all these hypothesis must be tested and monitored after applying the solutions to validate the assumptions.
Identified Solutions
By identifying the main problems for the personas and keeping in mind the organization’s goal, we came out with the main initial solutions to be developed:
Online Services
For easy & fast application processes.
Testimonials & Success Stories
To gain users trust.
Detailed Info
Useful information to build credibility.
Communication
Giving feedback to users in every step.
Developing
To further develop the main extracted ideas from the research findings, we went through a few steps to be able to finally test them, validate them and then finalise the design.
Journey Maps
Understand users behaviours, feel their points or frustration, to come up with opportunities.
Outcomes:
Provide useful information related to volunteering activity.
Provide a call to action and allow online application submission.
Site Map
Get sense of how users navigate the website to make sure user flows are easy and understandable.
Outcomes:
Simplify the navigation bar for ease of use.
Adjust the copy writing to make it easier to grasp the meaning.
Sketches
To figure out the best ways to solve the problem, by doing a design studio team activity for ideation of solutions.
Outcomes:
Splitting the information for better digestibility by users, by having the activities arranged in cards.
Creating a page for each activity to include all the details of the task & responsibilities.
Sharing feedback with users by adding pop-ups & tracking feature.
Wireframes
Developed the sketches to mid-fidelity wireframes to get started on the usability testing plan.
By creating a usability testing plan to check how users interact with the website and take note of any frustrations they might face to try and make the flow as easy as possible for the users.
Goals:
Access the adoption & volunteering process, from browsing to filling an application.
Discover how communicative the tracking feature is, and what is it's impact on the user journey.
Metrics:
Did they face any frustrations? What were they?
Where they able to complete the tasks directly and easily.
Satisfaction with the tracking.
Application Tracking
2/4 users
Struggled to find tracking under profile, they wouldn't know that it exists.
Wording Clarity
2 /4 users
Confused with the “back” button after a successful application.
Simplify or remove the "Profile" drop down menu, for a less overwhelming experience.
Add a sticky icon for “Tracking” for better communication and easy access from all pages on the website.
Adjust the button “Back to volunteering page” & “Back to adoption page” to be better understandable.
Home Page
Removed the drop down menu under Profile, to have a simplified navigation.
Being more communicative with users by adding Tracking icon for easy access, to familiarise users with the feature and make it more accessible.
Application Success Page
Revised the copy for the button to "Return to home page" to not confuse the users. As after they finish their application process they will be directed to Home page instead of Adoption page or Volunteering page, so they will know that the process is done.
Because this project was done in a framed timeline, there are a few things that needs to be visited and addressed to accomplish the main goal for the business:
Work on the donation service, by discovering the donor persona, to complete the triangle of credibility, and validate all the assumptions of helping BSPCA become more credible.
Figure out the complete adoption process, what happens after approval.
Make sure all the information and details provided on the website are useful to users and updated (volunteer activities/ pets for adoption/ donation projects) by doing more usability testing as well as research.