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.

Dependent on donor funding, PAWS had been making due with an outdated website that resulted in poor navigation, especially as mobile users were unable to donate online and view animals for adoption.

Haphazard content additions amplified poor user experiences. Information was buried in layers, making navigation challenging. And the platform’s inability to feature rich media and video contributed to a text-heavy site, causing increased bounce rates and user frustration.

With annual increases in website traffic, particularly mobile, a complete overhaul was required.

THE WORK: Long-time supporters of PAWS, GR crafted a new website with a seamless user experience while removing all barriers for mobile users wanting to donate money or view adoptable animals. Our support included donating some of our time to ensure the redesign was feasible.

We conducted a complete overhaul of the website—site architecture, front-end experience and back-end content management system. We worked closely with department-wide stakeholders during research, audits and analysis to unearth valuable strategic insights that informed design.

THE RESULTS: Modular UX/UI designs complemented our storytelling approach and evolved the experience from content-heavy to content-rich. Streamlined messaging and in house-produced videos/photography allowed users to scan and explore the site effortlessly.

The new responsive site easily scales across all screens and devices. All users can donate and view adoptable animals, solving the two most critical online needs for PAWS.

Since launch, bounce rates have dropped 16% while page views are up over 20%!