The purpose of this design brief is to identify the goals of the charity and to improve the UX of website accordingly.  This design brief will include a redesign for the logo in the style guide and a deeper look into the websites layout long with some mid fidelity mock ups.

Understanding the goals of this website is key to identifying which elements to prioritize later in the design process. The objective is to increase reach to target users, while guiding them towards completing tasks that align with the charity’s donation goals.

I conducted a user task analysis to identify both a list of ideal users that are likely to visit the website and the tasks they are trying to accomplish through the website.

Archetypes are made of a collection of behavioral information collected from target audiences of the website through analytics, interviews, and surveys. It provides user-centered development, design, and business direction for a project.

Personas were made to understand the unique qualities, preferences, and behaviors of the people most likely to connect with the brand and its services. By creating a likely scenario, the brand can further empathize with its users better and customize its approach, resulting in a more enjoyable experience.

Shay works from home Monday to Friday, 9-5. She spends most of her week at home and is a cat mom of two tabbies. She lives comfortably with her parents and has saved up quite a bit due to not needing to pay rent. Shay wants to get out of the house and do something fulfilling on her weekends off.

A friend of Shay's invited her to join her in volunteering for the animal sanctuary at RAPS on Saturday afternoons. Shay visits the RAPS's website looking to apply to volunteer for one of the animal sanctuaries. She sees on the website that they also accept monthly donations which is something she is interested in doing for a charity that she likes. She is hoping that the volunteer experience will be a good opportunity for her to learn about this local charity.

Analyzing and comparing the UX and UI of two industry websites: BCSPCA and CTRS, will help me identify what’s functionally missing in RAPS website that the charity needs to reach it’s main goals. I want to gain a better understanding of what elements work well on these competitive websites and keep that in mind as I move onto the ideation step of this design process.

Website and competitive analyses have revealed that having a hero banner with a clear CTA is favorable in guiding users towards priority tasks. Existing UI on the RAPS website is congested with content that is taking away from the websites main goals.

We will also take a look at some facet options for the website and website SEO.

The current UI of the website stands outdated with a mesh of poorly sized texts and fonts. The redesign should include element and layout choices that help the user find what they are looking for with ease. Overall, the design aims to strike a balance between visual aesthetics and informative efficiency.

These mid-fidelity wireframes focus on the Home Page, Donation Page, and Contact Page in both mobile and website wireframes. It is important to keep the UI/UX of the website uniform and consistent between responsive viewpoints. I retained the original blue from the current website and created a new color palette with complimentary colors to make the overall UI more uniform.

For the purpose of this design brief, the ideation process concluded at mid-fidelity. If given the future opportunity to work with RAPS, I'd like to conduct some user interviews and usability tests to produce a higher fidelity mock-up of the website. Using the results of the research gathered, I can better verify whether or not the improvements made to the website are actually sufficient.