Helen Woodward

Helen Woodward

A redesigned nonprofit site that makes pet adoption clear, engaging, and easy while boosting visibility for animals in need.

My Role

Product Designer, UX/UI

Project Type

Website Redesign

Platform

Responsive Web Design

tools used

Figma, Maze, FigJam
Test Drive

Introduction

The Helen Woodward redesign reimagines how a nonprofit connects people with animals in need. By modernizing navigation and improving adoption visibility, the platform makes it easier for families to find the right pet, support ongoing care, and engage with community programs. Each improvement strengthens the bond between humans and animals.

Problem

Adoption websites can feel confusing and overcrowded, making it hard for families to find the right pet. Users face unclear processes, slow applications, and a lack of ongoing support.

Visibility: Animal availability and timelines feel unclear during the process.
Navigation: Key info and forms live in different places, causing back-and-forth.
Clarity: Requirements, fees, and next steps aren’t obvious from the start

Research

Pet Adoption Priorities
‍

  • Living situations matter: Space and rules shape adoption decisions.
  • Past experiences guide choices: Prior adoptions influence preferences.
  • Transparency is key: Adopters want full medical history.
  • Meet-and-greets are expected: In-person builds confidence.
  • Communication matters: Slow responses deter adopters.
  • Post-adoption support matters: Training and vet advice valued.
  • Personalized matches are valued: Lifestyle-based recommendations help.

What Users Say & Feel
‍

  • Says: “I just want to know if the pet I’m interested in is still available.”‍
  • Thinks: “Will this pet fit into my lifestyle and home?”
  • Feels: “Hopeful about adopting, but frustrated by unclear info.”
  • Does: “Browses profiles, emails shelters, visits adoption events.”
  • Does: “Browses profiles, emails shelters, visits adoption events.”
  • Gains: “A clear process makes adoption feel smoother and more personal.”

Personas

The Helen Woodward redesign serves community members who want easier access to animal care and adoption. These personas guided decisions on clarity, navigation, and adoption visibility.

Seasoned Susan

75
Retired
Boston, MA
"I’ve adopted pets before, but I want a smoother process so I can focus on older or special-needs animals. Transparent steps and clear timing would make it easier."
Caring
Practical
Independent
Organized

Firdt-time Frank

23
Sous Chef
Cleveland, OH
"I am excited to adopt my first pet, but I don’t know where to start. A simple step-by-step flow would help me through the process without feeling overwhelmed."
Optimistic
Tech-savvy
Enthusiastic
Empathetic

Needs and Challenges

Real problems from real people, emphasizing clear adoption visibility, service navigation, and trust in community care.

Point-of-View Statements 

  1. Pet profiles are strong; add clear flags for good with kids/other pets and a short origin story.
  2. Pet-match quiz length OK; add an allergy question and split special-needs preferences into separate toggles.
  3. Reorder own vs. rent and landlord details for more logical branching.
  4. Provide stronger post-application confirmation that a pet is reserved.
  5. Adoption kits were helpful; ensure they’re clearly optional and easy to revisit later.

How Might We Statements

  1. How might we streamline the adoption process to reduce the burden of application requirements for Helen Woodward adopters?
  1. How might we help Helen Woodward adopters find pets that best fit their lifestyle and preferences to ensure lasting matches?
  1. How might we help Helen Woodward adopters stay informed about the status of their adoption application at every stage of the process?

Key Features

The updates that make adoption, donations, and resources clearer and easier to explore.

Smart Filters

Find the right match by age, size, temperament, and lifestyle.

Application Tracker

Start an application and follow every step to approval.

Post Adoption Guides

Training tips, supplies, and first-week checklists.

Enhanced Pet Profiles

Clear photos, history, and care needs for each animal.

Messaging & Appointments

Chat with staff and book meet-and-greets online.

Highlighted Pets

Spotlight seniors and special-needs animals to boost visibility.

Information Architecture

How the site is organized so adoption, giving, and resources are easy to find.

User flows

How visitors navigate from home to help. Each flow makes adoption, giving, and support simple.

Submit Adoption Application

  1. Navigate to the Adoptions page from the main navigation
  2. Take the Pet Match quiz or browse Dogs/Cats categories
  3. Open a pet profile from results to confirm interest
  4. Complete the adoption application form fields
  5. Optionally add a starter kit, pay fees, and submit

Find Pet Details

  1. Navigate to the Adoptions page from the homepage
  2. Choose a category: Dogs or Cats to start browsing
  3. Select a pet profile using search or filters
  4. Read detailed profile info or watch the intro video
  5. Tap Begin Application to continue the adoption

Low-Fidelity Wireframes

Rough frames, clear decisions — speed over polish.

Iteration Notes

  • Focused on simplifying adoption flows so users could quickly find available pets and understand next steps.
  • Iterated on pet profile layouts to balance detailed medical and history information with engaging imagery.
  • Prioritized navigation clarity, ensuring adoption, donation, and volunteering opportunities were equally easy to access.
  • Explored filtering systems that would allow visitors to narrow results by breed, size, and lifestyle fit.
  • Structured the content hierarchy to keep adoption central, while maintaining visibility for donations and support.

High-Fidelity Wireframes

Refined frames, ready to ship — polish with momentum.

Design Considerations

  • Refined the design to feel warm and approachable, consistent with the organization’s brand identity.
  • Built pet profiles that prioritized strong photography with clearly structured supporting details.
  • Applied a consistent design system to create cohesion across adoption, donation, and volunteering pages.
  • Highlighted primary calls-to-action like “Adopt Me” or “Donate Now” to guide users toward meaningful engagement.
  • Integrated accessibility best practices, ensuring all forms and navigation were clear and inclusive.

From Insight to Impact

Helen Woodward Redesign — Adoption, Made Clear‍

A transparent, caring adoption path—clear, streamlined, and reassuring.
‍
  • Information is open. Medical and behavioral histories are up front with plain-language summaries.
  • Process is simplified. Applications and paperwork flow in a single, guided path.
  • Matching is thoughtful. Personalized suggestions connect pets with the right homes.
  • Confidence is built. Meet-and-greet scheduling is direct and transparent.
  • Navigation is unified. Key forms and next steps live in one place—no dead ends.
  • Support continues. Training and resources extend beyond adoption day.

Don't take my word for it – See for yourself!

Test Drive

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