UX/UI Designer
Timeline: 3 weeks
Tool: Figma, Miro
I’m not affiliated with SPCA in any capacity.
This case study was done to enhance my experience.
Case study website illustrator source: Wix
Initial Idea
During my time studying and living in Singapore, I just love how the people here take care of and educate the animals around. No matter if its their pet or just a random cat in the same neighborhood. One of the non-profit organization that I admire the most here in Singapore is SPCA (Singapore Society for the Prevention of Cruelty to Animals).
I admire what SPCA Singapore has been doing to save the animals and improve their living conditions. I admire the way they put their love, their care and their effort in to help the vulnerable animals. I know it has always been so tough to take such a lofty responsibility that not everyone can, especially this year, 2020-2021 — the year that Covid still going on.
At that time, I went to SPCA Singapore's website and I saw that they had suffered a cybersecurity breach which still causes their website on maintenance until now (9th January 2022). As an aspiring UXUI Designer, I'm thinking of "Is there any way that I can help them?". Then I decided to do a redesign case study for their website. My objective is to enhance the website interface as well as the functionality to ultimately, improve their user experience.
from research to design
"We all share this planet with other species who we depend on for many things, thus, we have a responsibility to our fellow creatures"
Understanding...
To understand more about SPCA Singapore, I begin with the main problems that the organization is facing in current state:
-
Lack of volunteer, manpower crisis
-
Rising prices due to covid-19 (rent fee, wages, veterinary bills and food)
-
Lack of space for pet
-
Drop in donation
-
Cybersecurity breach
Current Instagram and Logo of SPCA Singapore (Oct,2021)
Similar Organization
Here are some similar organization as SPCA in Singapore:
-
Action for Singapore Dogs
-
Animal Lovers League
-
Causes for Animals Singapore
-
Exclusively Mongrels Limited
-
HOPE Dog Rescue
-
Noah’s Ark Cares
-
Purely Adoptions
Website of Causes For Animal (Singapore) from mobile view port
Website of Animal Lovers League from mobile view port
Website of Action for Singapore Dogs from mobile view port
Understand the audience
I researched on how pet adopters approach to the pet adoption organization. Most of them share that they would look for information in social media such as joining social groups to learn experience from other adopters first, then after that, they went through the organization’s website to proceed further steps. I briefly analyzed some pet adoption groups in Facebook in Singapore to understand more about their target audience demographic. These groups have a range of member around 30.000 - 65.000 people. Most of the members in these groups here are millennials (aged between 16 and 30).
Some pet adoption Facebook groups in Singapore (Oct 2021)
I researched the tech habit of Singaporean and the result showed that in 2020, the number of smartphone users in Singapore is estimated to reach 4.65 million making up more than 90 percent of its total population. Singaporean millennials spend an average of one day a week, or 3.4 hours per day, on their mobile phones, according to a study conducted by global research consultancy TNS.
Target Audience
Aged from 16-30
Live in Singapore
Problem Identification
I interviewed 5 people in the group of the target audience and this is how they think about pet adoption in Singapore:
“Adopting process is too troublesome and confusing”
“There’s a sea of information out there, I feel overwhelmed when I look at it”
“My family members don't let me adopt them”
“Their website in mobile view-port is not user friendly, its a bit annoying for me.”
“I think pets from those shelter have poor health condition”
“I live in HBD, even I love cats so much but I can not adopt them, this is so sad”
Most of the people I interviewed agreed that they found the adoption process is too troublesome and the website for mobile view port is not friendly to use. Thus, these will be the main problems that I’ll try on to improve.
My Goal
My goal is to attract more pet adopters by providing a better digital solution which offers a simplified way to adopt pets. So that, more and more people can have the motivation to share the burden with SPCA Singapore.
Information Architecture
After analyzing the similar organization’s website and the old version of SPCA, I came out the new Information Architecture for SPCA.
User Persona
Base on the target audience research, I build out the main user persona:
User Flow
According to my research, all the similar organization they don't have the functionality that allows user to fill in the register form to adopt animals online straight from their website, thus, they will need to write an email to them first. And they also don't have the FAQ page for the website version so it's a bit hard for the user to seek for information.
Sketches
I quickly draft out my ideas and use that as a guideline to build up my high-fidelity
#1 Pet adoption flow
Home page
Adoption listing page
Adoption detail page
Adoption procedure detail page
Adoption form detail page
Adoption form detail page
Successful feedback page
#2 Reading article flow
Home page
Pet advice listing page
Pet advice detail page
Hamburger menu
FAQ listing page
FAQ filter option
What have I gained after this project?
I have learnt a lot from this project not just UX/UI technical skills but this is also a chance for me to understand about animal charity organizations in Singapore. Besides that, empathizing is the most important key word for this project in order to bridge the gap between the organization and their target audience.