THE CHALLENGE: PAWS is a nonprofit dedicated to rehabilitating injured and orphaned wildlife, sheltering and adopting homeless cats and dogs, and educating people about compassion for animals – all of which is largely made possible by donations. Unfortunately, their website didn’t scale for mobile devices, creating issues for users wanting to view animals available for adoption or make donations on their phones. Since 57% of website traffic was coming from mobile devices, this significantly hampered the organization’s ability to secure adoptions and funding.
THE WORK: Work? This was a labor of love. (We love all animals, but we especially love dogs. And cats. And baby seals. And, well, you get the idea.) First, we worked closely with department-wide stakeholders through research, audits and analysis to unearth valuable strategic insights that could inform the work. Then we overhauled the site architecture and UX/UI design to create a seamless user experience that makes it easy to donate and view the adorable, adoptable animals.
THE RESULTS: The organization is now armed with a scalable WordPress content management system that’s customized to meet their needs now and well into the future. The new responsive site scales across all screens and devices, with modular designs and subtle animations complementing a content-rich, storytelling approach. Streamlined messaging and photography/videos make scanning and exploring the site easy, and mobile users can now easily make donations. Since launch, bounce rates have dropped 16% and page views are up over 20%. More importantly, PAWS is getting the funding they need so they can help more cats, dogs and wild animals go home and thrive.