Making it easier to find a new best friend. And help one.
Insights & Strategy
Creative Services
For a mission-driven organization, better UX can remove barriers between intent and action.
PAWS didn't simply need a more modern website. It needed an experience that reflected how its audience behaved and made critical interactions easier.
Grounded in stakeholder research and user needs, we created clearer paths to adoption and giving, while giving PAWS a more flexible way to share its story and manage content as the organization grows.
The Challenge
PAWS' website wasn't keeping pace with its audience.
PAWS rehabilitates injured and orphaned wildlife, shelters and finds homes for cats and dogs, and educates people about compassion for animals. Donations help make that work possible.
But its website had become a barrier to some of the actions that mattered most. The site didn't scale for mobile devices, making it difficult for people to view animals available for adoption or donate from their phones. With over half of site traffic coming from mobile devices, PAWS needed an experience built around how people were actually engaging with the organization.
The Strategy
Don't just make the old website mobile. Rethink the experience around what people came to do.
GreenRubino began with research, audits and analysis, working with stakeholders across PAWS to understand the organization's needs and identify opportunities to improve the experience.
That work informed a new site architecture and UX/UI designed to simplify key actions, from discovering adoptable animals to supporting PAWS with a donation.
The Solution
Build for the mission today and what comes next.
A customized, scalable content management system gave the PAWS team greater flexibility to manage and evolve the site over time. Modular design and subtle animation created more opportunities for storytelling, while streamlined messaging, photography and video helped communicate the breadth of PAWS' mission.
Most importantly, the new experience made it easier for mobile visitors to take action: find animals available for adoption and make donations.
A better experience kept more people engaged.
- 16% decrease in bounce rate
- 20%+ increase in page views
The redesigned site gave PAWS a scalable digital platform while improving how visitors engaged with its content.
“Working with GR is (almost) as great as snuggling a puppy! Your pros helped us clearly communicate who we are, what we do, and why it matters. Our long-standing partnership has been so meaningful in helping usfulfill our mission.”
Laura Follis
Director of Marketing & Communications, PAWS
Meaningful growth starts with understanding what is holding an audience back.
GreenRubino combines audience insight, strategic thinking, and creative problem solving to help brands navigate change and turn it into business advantage.
