Humane Animal Rescue's growth geared a full web reconstruction to support the expanded operations of non-profit initiatives. My initial homepage redesign gained immediate traction and evolved through close collaboration.
Humane Animal Rescue
2 Weeks, Summer 2018
Branding
UX
Visual Design
Interaction Design
"Care they need. Love they deserve."
↠ HUMANE ANIMAL RESCUE
CONCEPT
Insight
The serviceability of the present website is reduced by a confusing infrastructure of information and navigation which underlies a visual design lacking coordination, direction, and scalability.
Challenge
Several of Humane Animal Rescue's locations merged, growing the need for web consolidation.
Website reconstruction kicked off with the rapid production of three new homepage concepts, each from different designers. Distinct approaches were requested for versatility to expedite the refinement of a direction.
Solution
From end-to-end, content was accessed to raise usability and remodel visual communications.
My initial design dynamically promotes features and shapes a consistent design language that was chosen as the lead approach. Gaining deeper understanding of the problem space, priority of services, and learning from the other designers helped me narrow the scope of the redesign and collaborate with our client to solidify the information architecture and overall brand vision.
FINAL VISUAL DESIGN
OBJECTIVES
Goals
Cohesively merge vast business operations of each location and unify branding initiatives.
Steer engagement by energizing the hearts of animal lovers with passion, hope, and opportunity.
Shed awareness and empower community involvement through knowledge and resourcefulness.
CORE DESIGN FEATURES
RESEARCH
Target Audience
Animal enthusiasts of all ages, the general public, neighboring operations, and stakeholders
Understanding
"Caring for animals, inspiring communities."
Finding pets homes, wildlife preservation, and domestic care set the foundation of the Humane Animal Rescue mission which lives by an open door policy to ensure no animal is refused shelter.
The present website engages visitors using calls-to-action that pinpoint first person motives including:
• I want to adopt
• I want to help
• I have an animal
Direct labels classify categories in the main navigation moving forward to support the expansion of services, however language and visuals are narrated diligently to continue engaging the focal personal catalysts that inspire pro-activity and spread love.
EXISTING DESIGN
Groundwork
Functionality and presentation play fundamental roles in how users interact with and experience content.
Currently, the structure of navigation, information, and visual design is chaotic and problematic. The main nav is ambiguous and lacks accessibility which forces users to take unneeded steps on internal pages that often lead to drop offs due to dead ends and content is crowded in a dated, static layout which overvaries color & image treatments causing confusion and lacking priority.
INITIAL DESIGN
Approach
In my first concept, I open up space to distinguish groups of content & bring forward main calls-to-action with detail that adds value to support more informed activity and requires less steps.
By integrating more expressive imagery & consistent use of color and style, I worked to formulate a modern tone to the voice of the company that is personable and solidifies the brand's identity.
Final Iteration
Major observations, user research & competitive analysis helped validate design decisions I was challenged to make independently in my initial design prior to meeting with our client.
This helped align perspectives when chosen to work together to finalize the navigation & map out content to revise my approach.
So users can focus on entirely what matters:
• Navigation is seamless and direct
• Calls-to-action are prioritized and informing
• Copy is brief and practical
• The interface is useful and delightful
• Visuals are kind, tasteful, and consistently polished
BRANDING + MOOD/STYLEBOARD
Centralizing Branding
To design the new brand language, I focused first on shaping an experience that leverages sub-content in sections to create interactions I could then design interfaces around.
I refined the use of shape, imagery, and iconography that was approved in my initial design to follow a newly elaborated choice of type, color scheme, and spatial flow of content.
Direction
charming • sentimental • spirited • optimistic • influential
My rebrand embodies the mission of the organization by drawing direction from the cool yet energetic existing blue & green brand colors to establish tones of each & add a warm, contrast of orange that all balance off a clean, soft blue, white, or overlayed curved background to resonate with users and inspire involvement.
FINAL VISUAL DESIGN
Optimizing the Face of Care
To pioneer Humane Animal Rescue's website reformation in support of expanded operations, I design a solution that:
• Emits an enlightened voice audiences can appreciate & trust
• Builds content around calls-to-action to increase usability and make the best use of visual design
• Establishes brand guidelines that are scalable & competitive
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