Design Thinking Process

Here is the my design thinking process. You can click on the circle to scroll to each part!

"We all share this planet with other species who we depend on for many things, thus, we are responsible to take care of our fellow creatures"

User research

Understand the audience

My research revealed that pet adopters often begin their journey by seeking information on social media. They join groups to learn from other adopters' experiences before visiting an organization's website to take further steps. To better understand this audience, I analyzed several Singaporean Facebook pet adoption groups with memberships ranging from 30,000 to 65,000, primarily composed of millennials (aged 29-44).

Some pet adoption Facebook groups in Singapore (Oct 2021)

My research on Singaporean tech habits revealed that in 2020, smartphone users were estimated to reach 4.65 million, representing over 90% of the population. A study by TNS showed that Singaporean millennials spend an average of 3.4 hours per day on their mobile phones, equivalent to one full day per week.

Target Audience

Aged from 29-44

Live in Singapore

Problem Identification

I interviewed 5 people in the group of the target audience and this is how they think about pet adoption in Singapore:

“Adopting process is too troublesome and confusing”
“There’s a sea of information out there, I feel overwhelmed when I look at it”
“My family members don't let me adopt them”
“Their website from mobile view-port is not user-friendly and not running smooth”
“I think pets from those shelter have poor health condition”
“I live in HBD, even I love cats so much but I cannot adopt them, this is so sad”

Project Goal

This project goal is to attract more pet adopters by providing a better digital solution which offers a simplified way to adopt pets. Motivate more and more people to share the burden with the organization.

Information Architecture

Following a comparative analysis of similar organizational websites and a review of the previous SPCA website, here is the revised Information Architecture for SPCA that I proposed.

Proposed new IA for SPCA

User Persona

Base on the target audience research, I build out the main user persona:

"What do I need to prepare to adopt a dog from SPCA?"

Age: 27

Occupation: Front-end Developer

Status: Single, lives in HDB

Bio: Levi loves animals, especially, he loves dogs. He always wants to keep a fluffy dog and be its forever home! The problem is that he doesn’t have direct experience to adopt a dog from shelters and he never takes care of or keeps any animals. Since he moved out to have his own flat, he finally decided to adopt a dog from SPCA.

Goal:

• Want to understand about dog adoption process and requirements
• Want to learn how to prepare to keep a new pet

Frustrations:

• Always have the feeling that adoption process is very complicated and too troublesome
• Feel lost among the sea of information in the internet

User Flow

According to my research, all the similar organizations they don't have the functionality that allows user to fill in the register form to adopt animals online straight from their website, thus, they will need to write an email to them first. And they also don't have the FAQ page for the website version so it's a bit hard for the user to seek for information.

Sketches

I quickly draft out my ideas and use that as a guideline to build up my high-fidelity

Typeface & Font Size

I use Poppins for this project because its a readable font and it has a modern, friendly vibe.

Color Scheme

I found inspiration from the colors that they used on their other social media. The main color scheme will be blue and for CTA button will be orange.

#032167

#2D4DBC

#717EAD

#DEE3F5

#F3602D

#7E7E7E

#B6B6B6

#E4E4E4

#F6F6F6

#000

#FFF

Proposed new IA for SPCA

Website Component Library

Base on the SPCA brand on other social media such as Instagram and Facebook, I built up a UI component library for their website

High-Fidenlity

Here is my working space on high-fidelity

Home Page

Adoption Procedure Page

Before going into Adoption Listing Page, Levi can read through the Adopt Procedure first so that he can have a clearer understand about the process

Adopt Form Detail Page

After he decided to adopt Rice from SPCA, this is where he can fill all the form and send his application for the organization

FAQ Page

If Levi has any question, he can take a look at the FAQ Page or
contact SPCA through email

Article Page

This is where Levi can read news, learn tips to take care of his pet,
and learn advice from experts,..

Prototype

Here is my working space on high-fidelity

Click here to see the full prototype---------------------------- ---->
URL: https://www.figma.com/file/FelxN0FNxkwIUPA8ywEebl/RCSG?node-id=0%3A1