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RSPCA Rebrand

Rebranding RSPCA's digital real estate with a new design system.

Project type: Reskin and enhancements.
Role: Lead UX and Research
Key objectives: Integration of new brand, boosting accessibility, driving higher donations.

A futuristic illustration featuring a person standing next to a desk with a computer monitor. The person is wearing headphones and is interacting with a small robot on wheels holding a gear-like object. In the background, there are digital charts and graphs displayed on screens. The overall color scheme is dark with neon accents, blending shades of purple, blue, and pink. The scene suggests a high-tech, data-driven environment.

Objective

The RSPCA rebrand website project was designed to deliver a modern, user-centric platform that aligns with the organization’s new brand identity. The primary goals were to create a visually engaging website, improve user experience, and enhance accessibility to support a diverse range of users. By doing so, the website aimed to increase user engagement and encourage more support for RSPCA initiatives.

Users

The new website targeted several user groups:

  • General visitors interested in learning more about RSPCA’s work and mission.
  • Potential donors and volunteers looking to engage with and support the organization.
  • Children and teens who interact with RSPCA’s educational content aimed at raising awareness of animal welfare.

Pain Points

During the initial research phase, several key pain points were identified:

  • Accessibility: The old site lacked necessary features to support users with disabilities, limiting its usability.
  • Engagement: The design failed to engage younger audiences, contributing to low engagement levels.
  • Branding Mismatch: The outdated look and feel of the site did not reflect the new RSPCA brand identity.

Iteration

To address these challenges, the project followed an iterative design process, focusing on constant improvement through user feedback:

  • Research: Stakeholder interviews and user surveys were conducted to better understand user needs and preferences.
  • Prototyping: Wireframes and prototypes were created and tested with users to gather early feedback and refine the design.
  • Usability Testing: Remote and in-person usability tests, including tests for accessibility with assistive technologies, were conducted to identify and address issues.
  • Refinement: The design was continuously refined based on user feedback to ensure it met accessibility standards and provided an engaging experience.

Outcome

The final website delivered several key outcomes:

  • The new design aligned with the RSPCA’s rebranded visual identity, offering a modern, fresh look.
  • It achieved full WCAG compliance, ensuring accessibility for users with disabilities.
  • The improved user experience resulted in higher engagement, longer session times, and more interaction with RSPCA initiatives.
  • Data-driven insights and user feedback created a foundation for future website optimizations.