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Case Study

UX Mapping to Inform Website Redesign

Project

UX (User Experience) Journey Mapping

Client

Pet Partners

The Challenge

Research based design recommendations, to inform the future redesign of the Pet Partners website. Top of mind was ensuring that the needs of Pet Partners’ three key audiences: volunteers, donors and advocates were met.  



See the project Our Approach

Our Approach

Pet Partner’s website plays a key role for the organization; it is where their donors can make a gift, volunteers can access the Volunteer Portal and gain valuable information about certification renewal, and where advocates can stay up-to-date about current issues and political movements. As a national organization, the website also serves at Pet Partners’ front door to many of their supporters.
     
With such an important role to play, Pet Partners wanted to make sure that their newly designed website met all of their user’s needs. hjc worked with Pet Partners to understand exactly what their supporters needed, and by mapping and understanding the user’s holistic experience, hjc made recommendations for a more useful, appealing and informative website for Pet Partners.
     
hjc began with a thorough analysis of the current website, user experience, and the digital needs of Pet Partners’ supporters, and internal staff.
     
hjc used a variety of tools to support our analysis, including:
     

    •      

    • Google Analytics
    • Email Survey
    • Pop-Up Experience Survey on Website
  •      

With this basis of information, hjc began to identify key problem areas within the user experience and investigated these areas further to try to identify the root cause(s) for the poor user experience.
     
With the issues identified, hjc conducted an in-person workshop with Pet Partners and their other industry partners. The workshop focused on understanding the personas of the website users and their experiences utilizing the site. Participants were encouraged to think of the user in a holistic context – what other external influencers could impact their user experience? And how could informed user-centric design mitigate that?
     

The Result

The facilitated workshop inspired collaboration across teams, developing improved experiences to inspire a culture of philanthropy, volunteerism and advocacy among existing supporters and new users. The improvements and design changes to the site are ongoing.

Hjc custom designed an approach to meet Pet Partners specific needs, collected the data, created an inclusive approach and facilitated a one day workshop with staff leadership and industry partners. The added benefit was team building across departments with partners in direct response, marketing, advocacy and technology. We included our technology development partner so they could contribute and hear the process and recommendations firsthand. The outcome was a series of informed recommendations. Some of the recommendations required minimal resources and staff could implement them right away for immediate impact. Others required more work or financial investment but because of the work with Hjc, we were able to prioritize those items effectively.

Increased user experience
hjc custom designed an approach to meet Pet Partners specific needs, collected data, created an inclusive approach and facilitated a one day workshop with staff leadership and industry partners. The outcomes were informed recommendations, some which required minimal resources and others that required more work or financial investment but because of hjc's efforts, we were able to prioritize those items effectively.

Annie Peters

President & CEO ,

Pet Partners