RSPCA Rebrand Website
I played a pivotal role in the development of the website for the new RSPCA rebrand. This case study delves into my involvement in the project, highlighting the methodologies used, challenges faced, and outcomes achieved.
Check out the new site
Project Goals
- Create a user-centric website aligned with the new RSPCA brand identity.
- Enhance accessibility to ensure inclusivity for all users.
- Improve user experience to increase engagement and support.
Methodology
User Research:
- Conducted stakeholder interviews to understand business goals and user needs.
- Performed user surveys to gather insights into user preferences and pain points.
- Utilized user personas and journey maps to empathize with target users and identify touchpoints.
Usability and Accessibility Testing:
- Designed usability testing scenarios and tasks to evaluate the website's navigation and functionality.
- Recruited participants representing diverse demographics and abilities to ensure comprehensive feedback.
- Conducted remote and in-person usability tests to observe user interactions and gather qualitative data.
- Utilized assistive technologies such as screen readers and keyboard navigation to simulate user experiences for individuals with disabilities.
- Collaborated with developers to implement accessibility best practices and address identified issues.
Iterative Design:
- Employed an iterative design approach based on user feedback and testing results.
- Generated wireframes and prototypes to visualize design concepts and gather early feedback.
- Collaborated closely with designers and developers to ensure seamless integration of UX and accessibility features.
Challenges
- Balancing the demands of the rebranding initiative with the need for comprehensive user research and testing.
- Ensuring cross-functional collaboration and communication between design, development, and stakeholder teams.
- Addressing technical constraints while prioritizing accessibility requirements without compromising design aesthetics.
Outcomes
- Delivered a user-centric website that aligns with the new RSPCA brand identity and effectively communicates the organization's mission and initiatives.
- Achieved WCAG compliance, ensuring accessibility for users with disabilities and enhancing inclusivity.
- Improved user experience, resulting in increased engagement, longer user sessions, and higher conversion rates.
- Established a foundation for ongoing optimization through data-driven insights and continuous feedback loops.
Conclusion
As the UX Research Lead and UX Designer at the RSPCA, I was dedicated to creating an inclusive and engaging online experience that aligns with our mission. I focused on a user-centric approach, worked closely with cross-functional teams, and used iterative design methods. Through these efforts, I helped ensure the project's success and supported the RSPCA's commitment to promoting animal welfare and kindness.