Pawsitively Animal Rescue (Website)
December 3, 2023 - February 3, 2024
As a new UX designer and production artist, I strive to make the best product as possible. For this project, I was to create an animal shelter website that specifically included an online licensing page.
PROJECT OVERVIEW
Roles
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Lead User Experience (UX) Designer
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Lead User Interface (UI) Designer
Duration
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2 Months
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350 Hours
Deliverables
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Project Synopsis
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User Research
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User Journey Map
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Sitemap
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Wireframes/Mockups
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Testing Results
Tools
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Adobe XD
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Adobe Illustrator
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Adobe Photoshop
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Adobe Dimension
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Canva
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Procreate
Synopsis
This case study explores the development and implementation of adding a pet licensing page to the Pawsitively Animal Rescue (PAR) website to ensure an easier process. This project is aimed to create a user-friendly platform that simplifies pet registration, renewals, and compliance with local ordinances. The need for an efficient pet licensing system arose from the challenges faced by pet owners struggling to license their pets by using the traditional method of in-person visits. These traditional methods are found to be cumbersome, time-consuming, and prone to errors. With paper forms mostly being available in only English, many pet owners avoid licensing their pets due to language barrier difficulties.
In order to help promote responsible pet ownership and easy licensing, creating the web page would improve accessibility by providing a 24/7 online platform. This will also increase compliance rates by offering easy access to licensing information and automatic reminders for license renewals. Minimizing paperwork not only benefits the environment, but also the local government by reducing administrative burdens, thus making online licensing easier for everyone involved.
Key features included are an easy-to-navigate interface, secure payment processing, and a mobile-responsive design to accommodate various devices. The platform also incorporates automated email notifications, data analytics for tracking compliance, and multi-language support to cater to diverse communities.
Overall, this case study demonstrates how digital transformation in public services, such as pet licensing, can lead to enhanced efficiency, better compliance, and improved user experience. The success of the pet licensing online serves as a model for other municipalities looking to modernize their operations and better serve their communities.
Project Goals
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Simplify the process for pet owners to obtain and renew licenses through a 24/7 accessible platform.
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Increase awareness about the importance of pet licensing.
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Improve compliance rates by providing clear and concise information about licensing services.
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Ensure seamless integration with Pawsitively Rescued's already existing database and management systems track and maintain animal records.
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Promote responsible pet ownership and support local animal control efforts by making it easier for pet owners to comply with local licensing requirements.​
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Make platform available in multiple languages to serve diverse communities.
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Be mindful of license costs for those in any age group.
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Ensure that the online payment process is secure, reliable, and easy to use, providing multiple payment options for pet owners.
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Design the licensing page to be intuitive, mobil-responsive, and accessible to users of all technical skill levels.
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Use the licensing page as a platform to engage the community, promoting other shelter services such as adoption, neutering, and volunteer opportunities.
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Provide clear, transparent information about licensing fees, requirements, and the benefits of licensing, fostering trust and encouraging pet owners to comply voluntarily.
Research
Importance of Licensing
In the United States, it is required by local and/or state law for pets to be licensed. Once a dog or cat is licensed, the owner(s) receive a pet ID tag in the mail that has a unique code. This code is to help identify any pet that may get lost. Even if a pet is taken to a shelter, the shelter can check the pet's ID and be able to locate the rightful owner. Not only that, but licensing a pet will also prove to the city of residence that the animal is up-to-date on all vaccines, including rabies. Licensing has owners create a profile with the pet's and owner's information as well. This helps keep track of pet documents, emergency contacts, and more.
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Although it is required in all states for dogs to be licensed, some municipalities have decided not to pursue cat licensing laws at all for a multitude of reasons. Cat licensing programs can be expensive to enforce, not make a difference to welfare standards, and does not always prove the cat is altered or vaccinated. Some also claim the pet ID can be heavy or awkward for cats, and many cats do not wear collars, therefore having the pet ID useless. This can also affect those who take care of feral cat colonies to stop their efforts due to not wanting to license every individual cat. However, it is still preferred to license your cat due to reasons listed within the first paragraph.
License Requirements
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Proof of rabies vaccination
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Acquired by the local vet
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Must be current
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Veterinary Certificate
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Required for unaltered pets
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Valid for either one year or term of license​
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A copy of the license renewal mailed to pet owner
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If applicable
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Proof of age for senior discount
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If applicable
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Benefits for You
Benefits to licensing a pet include full access to Home Safe 24/7 lost pet service, where owners can add additional pet guardians, upload pictures, and include important information that will help identify and retrieve any pet that may become lost. Owners can also upload new documents by simply taking a photo on their device. This creates an easier way for owners to update their pet's profile(s), as well as viewing pet license status.
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Licensing opens up more opportunities for owners. Licensed pet owners gain access to exclusive promotions, discounts, and exclusive pet content. This can also lead to low-cost spay/neuter programs, as altering your pet decreases the amount necessary for a license. Not having a licensed pet may result in a hefty fine that costs more than the license itself. Paying for a pet license also benefits animal shelters which helps them maintain facilities and feed animal.
Why Spay/Neuter is Good
Neutering is the removal of your male pet's reproductive organs. This began as an effort to reduce pet overpopulation as males can impregnate multiple females. Aside from impregnation, neutering can also prevent testicular cancer and enlarged prostate glands, which can be fatal. Neutering your pet can also eliminate undesirable behaviors, such as fighting, mounting, or wandering in search for a mate. Unaltered male dogs can smell a female in heat from approximately 3 miles away, while an unaltered male cat can smell a female in heat about 1 mile away. This can lead to unwanted attention from males by them showing up near your place of residency.
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Spaying is the technical term for the removal of your female pet's reproductive organs. Spaying females can prevent uterine infections and breast cancer, which can also be fatal. Spaying can eliminate the pet's heat cycle, reducing bleeding, nervousness, and frequent urination. In regards to female cats, spaying can also reduce yowling, which is a drawn-out cry typically heard when the cat is in heat. Unaltered females are at higher risk of roaming, or running away, in search of a mate. Spaying females helps reduce roaming, which helps reduce risk of getting injured or killed.​
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Overall, neutering or spaying pets can reduce undesirable behaviors, but also reduce euthanasias among healthy animals in shelter. "Fixing" pets also helps prevent over-crowding in shelters and cross-breeding, which can do more harm than good.
Cross-Breeding
Cross-breeding is the breeding of two different species of the same breed, and creating a new breed. Although there are benefits to cross-breeding, there are also a lot of negatives, especially if done incorrectly. Inappropriate cross-breeding can lead to genetic diseases from both breeds, rather than removing unwanted genetics. Most hybrid offspring are often sterile due to the structural differences between chromosomes inherited from each parent which can make it impossible to produce viable sperm or eggs. Hybrids that are fertile have a tendency to be biologically weak because of dilution of specialized adaptations inherited from both parents as well.​
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While many breeders may argue that cross-breeding produce healthier and stronger animals, there has been no scientific evidence to support this theory. Therefore, the cross-breeding of two separate dogs could potentially lead to serious genetic issues. It could work out in favor of the breeder, but it could also lead to organisms of inferior quality, or even extinction of a breed.
Demographics
Between 2016 and 2022, the percentage of U.S. households who owned dogs increased by 6%, and the percentage of households that owned cats increased by 4%. In 2023, approximately 66% of households owned a pet, with dogs taking up a total of 65.1 million households, and cats taking up 46.5 million households. The vast majority of owned pets being altered or "fixed" as well - 84% cats, 68% dogs.
California is home to 19.2% of all insured pets in the U.S., with over half of Californians owning at least one pet. An estimated 5.3 million dogs and 5.7 million cats live in Los Angeles County alone, with roughly 10% of both being owned by the unhoused population. This makes California the most expensive state to own dogs specifically, spending an average of $35,452 over the course of a dog's life.
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Below are the generations and the percentages of who owns dogs and who owns cats:
Gen Z
Millennials
Gen X
86% of Gen Z own dogs while
81% own cats.
66% of Millennials own dogs,
while 59% own cats.
69% of Gen X own dogs, while
54% own cats.
Baby Boomers
50% of Baby Boomers own dogs, while 42% own cats.
Silent Gen
77% of the Silent Gen own dogs, while 58% own cats.
Why Multiple Languages are Important
Having a website available in multiple different languages creates more engagement with the content, and users staying on the site longer. A multilingual website will not only reduce bounce rates, but also improve rankings in search algorithms and lead to more user traffic. Communicating in a user's native language can help strengthen client relationships, and help businesses cater to multiple audiences and build long-term trust.
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Approximately 75% of users will select options where information is available in their native language. 56% of users claim it is more important for a website to be in their language rather than the pricing of products. For the vast majority of users, more prefer ease of use or pricing as well, and 71% of users will leave if they fine the site too hard to use.
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Promotions
Promotion is important for PAR because it helps increase sales, attracts new users, and enhances the competitiveness of the organization. Effective promotion strategies can lead to successful results, and build user confidence within the organization. Promotions provide a great way for organizations to communicate with their users, inform them about products or services, and generate interest in purchasing. The use of various promotional tools, such as advertising, personal sales, and public relations, can help raise awareness of the organization as well. With today's advanced technology, the internet has transformed the nature of marketing by making online promotion through social networks crucial for reaching target audiences.
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Discounts can be a key part of promotional strategy. They are a straightforward way to quickly increase sales and generate interest in an organization. Discounts and special offers are often cited as a top reason for consumer loyalty. Rewarding loyalty can help consumers feel valued and appreciated, which can strengthen relationships and increase loyalty. Discounts can also have a significant impact on brand perception and loyalty, especially among millennials. Consumers who feel more connected to an organization are more likely to support it and recommend it to others, which helps increase brand loyalty. Organizations can also use social media to share their content and increase their chances of reaching new people.
Findings
Once finished conducting my secondary research, I settled on these 6 findings that will be beneficial towards the implantation of the web page.
Adoption Increase
Pets are becoming more popular, increasing adoption rates and license purchases for both cats and dogs.
Pet IDs
Pet IDs make it easier for pets to be returned to their owners, and provides crucial information.
Multilingual
Having multiple languages available is preferred by users, and builds long-term trust.
Expenses
Discounts and deals can help people save money on products or services.
Promotions
Helps spread awareness of the organization and increase consumer loyalty.
Ease vs Pricing
Users prefer the ease of a website rather than how expensive the product is.
Primary Research
User Interviews
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I interviewed a diverse group of 8 participants, consisting of 4 females and 4 males, ranging from ages 18 to 75. Three participants disclosed disabilities, and two others voiced that English was not their native language. ​​
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I interviewed a diverse group of 8 participants, consisting of 4 females and 4 males, ranging from ages 18 to 75. Three participants disclosed disabilities, and two others voiced that English was not their native language. ​​
Interview Insights
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Users emphasized the importance of navigation being intuitive, as they prefer a streamlined, easily-accessible process for managing their pet licenses.
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Language support, or having multiple languages available, is crucial, with users expressing a need for multilingual options to cater to diverse communities.
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The availability of comprehensive resources, such as FAQs and step-by-step guides, was highlighted as essential for users to confidently complete the licensing process.
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Simplicity in the design and workflow is highly calued, with users seeking a straightforward, clutter-free experience.
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Notifications are important for keeping users informed about deadlines and status updates, ensuring they remain engaged and on track.
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Renewal processes should be seamless and automated where possible, reducing the hassle of repeated manual entries.
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Transparency in terms of fees, processing times, and requirements helps build trust and reduced user frustration.
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Lastly, users perceive value based on the efficiency and support provided, indicating that a well-designed page that addresses these aspects will likely enhance overall satisfaction and usage.
Empathy Map
Users may experience a cluttered or confusing website interface with multiple links and forms that makes it unclear on where to begin. Text-heavy instructions with no clear visual aids and no immediate language selection options can discourage users from continuing with the process and quitting altogether.
This empathy map helps to better understand the user's emotional and functional experience, offering insights into how to improve the pet licensing page to be more user-friendly and accommodating.
User Pain Points
In designing a seamless pet licensing page, understanding user pain points is crucial to improving the overall user experience. Users often face challenges such as unclear navigation, language barriers, and poorly optimized mobile interfaces, which can lead to frustration and incomplete submissions. By identifying these common obstacles, we can create a more intuitive, user-friendly process that meets the diverse needs of pet owners, ensuring a smoother and more efficient licensing experience.
Displayed below are 5 major pain points I noticed within most users.
User Personas
To better address the challenges users face on pet licensing pages, I've developed two user personas representing common visitor types. Tony Castillo, a non-native English speaker, struggles with language barriers and understanding the complex licensing process. Margaret Thompson, a retired schoolteacher, seeks a quick and efficient way to renew licenses, but is frustrated by unclear instructions and unexpected fees. These personas help guide design decisions to ensure the licensing page is accessible and user-friendly for a wide range of pet owners.
User Journey Map
The user journey map for Tony highlights the challenges he encounters while navigating the pet licensing process. Starting with his initial visit to the site, Tony struggles to find language support and clear instructions. As he attempts to fill out the form, confusion over terminology and missing translations slows his progress. He becomes frustrated by the lack of guidance, leading to multiple failed submission attempts. By mapping Tony's journey, I identified key moments where improvements in language accessibility and user support can greatly enhance his experience.
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Strategy
How Might We
As part of my design thinking approach, I used "How Might We" (HMW) questions to break down the key challenges in the pet licensing process and explore innovative solutions. These questions are crafted to spark creativity, opening the door to multiple possibilities rather than focusing on limitations. By framing the problem areas in this way, I ensure that my approach remains user-centered, flexible, and solution-oriented. The following HMW questions will serve as a foundation for our ideation process, guiding me toward designing a more efficient and engaging pet licensing platform.
Sitemap
This sitemap provides a clear, organized structure of the pet licensing platform. By visualizing the layout, this ensures that the platform is intuitive and user-friendly, guiding pet owners through the licensing process. Including everything necessary to help guide and prepare pet owners through licensing process, this reflects my goal of creating an efficient and accessible experience that meets the needs of diverse users.
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Product & User Goals
In designing a pet license webpage, aligning both product and user goals is critical to creating an effective and intuitive platform. The objectives focus on simplifying the licensing process, ensuring compliance, and providing a user-friendly experience. By addressing key priorities such as accessibility, data security, and ease of use, the platform aims to meet the needs of both the organization and pet owners.
Roadmap
The aim of this roadmap is to outline the UX design process for creating an intuitive and user-friendly pet license webpage. This roadmap will guide the design process from understanding user needs to delivering a functional, accessible, and visually appealing solution. By focusing on user experience, accessibility, and clear navigation, I aimed to simplify the pet licensing process and increase compliance rates, making it easier for pet owners to obtain or renew licenses without hassle.
Design
The design process for this case study focuses on creating a seamless and user-friendly experience for pet licensing across both web and mobile platforms. Licensing a pet is a necessary task, but current online systems often suffer from poor usability, confusing forms, and limited mobile accessibility. My objective was to design an inclusive and responsive solution that simplifies the pet licensing process for all users, regardless of device or technical proficiency. By conducting in-depth user research, developing wireframes, and testing prototypes, I ensured that the design would cater to the needs of diverse users, including those accessing the site from smartphones and tablets. Throughout the process, I emphasized accessibility, ease of navigation, and visual clarity to ensure a smooth experience on both web and mobile. The design process highlights the steps taken to create a unified design that makes licensing pets faster, simpler, and more convenient for everyone.
User Flow
The aim of this roadmap is to outline the UX design process for creating an intuitive and user-friendly pet license webpage. This roadmap will guide the design process from understanding user needs to delivering a functional, accessible, and visually appealing solution. By focusing on user experience, accessibility, and clear navigation, I aimed to simplify the pet licensing process and increase compliance rates, making it easier for pet owners to obtain or renew licenses without hassle.
Paper Wireframes for Web & Mobile
In this case study, I developed both web and mobile paper wireframes. The goal was to create an intuitive and user-friendly interface that allows users to easily register their pets, receive the information needed to license, and view important pet-related information. The wireframes explore different layout options, and emphasize a clean, simple layout with clear navigation, form fields for pet and owner details, and prominent call-to-action buttons for streamlined interactions. Special attention was given to mobile responsiveness to ensure a seamless experience across devices, enhancing accessibility and convenience for all users.
Web
Mobile
Digital Wireframes - Web
I developed wireframes for viewing the webpage on a computer. The design focuses on a user-friendly interface, with clear navigation and minimal steps to ensure ease of use. Key features include a simplified form, helpful tooltips for guidance, and ability to change the language if necessary. The goal was to reduce user frustration, increase task completion rates, and provide a seamless experience for both first-time users and returning pet owners renewing licenses. This follows only the slides of the process of licensing a pet, starting at the Homepage and ending at the Order Confirmation page.
Digital Wireframes - Mobile
I also created mobile wireframes, focusing on delivering a seamless experience on smaller screens. The wireframes prioritize ease of navigation with a clean, minimal layout, large touch targets, and a step-by-step form that guides users through the licensing process. Key features include collapsible sections for streamlined input and mobile-friendly payment integration. The goal was to ensure users could complete the licensing process quickly and easily from any device, improving accessibility and reducing form abandonment rates. Much like the above wireframes, this also follows the licensing process starting on the Homepage and ending on the Order Confirmation page.
Prototype
Web Prototype
For the desktop prototype of the pet licensing webpage, I created a detailed, user-centric design that provides an intuitive and engaging experience for users. The layout leverages a horizontal, multi-step form with clearly labeled sections. To support user needs, the prototype includes ability to change the language, simple yet informative instructions, and an easy-to-fill-out form with ability to edit any errors even after submission. Additionally, visual feedback such as checkmarks and color changes guide users through stages, providing a sense of completion. Optimized for desktop navigation, the prototype ensures an efficient and comfortable experience, aiming to streamline pet license applications.
Assembled in Adobe Dimension, I designed a quick scene of what it would look like for users to go through the process at their desk. The image to the right presents a clean, structured scene, showcasing the license webpage that holds all information for users before officially starting the process. Shown on the laptop is the chart presenting all the potential costs, depending on which pricing best fits the user's situation. Above the chart are the payment options listed, informing users there are multiple ways for them to submit their payment(s).
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You can test the prototype itself Here.
Mobile Prototype
The mobile prototype for the pet licensing webpage offers a compact, intuitive experience designed for on-the-go users. The main screen features a simple, vertical layout where each step of the licensing process appears sequentially, reducing the need for scrolling and minimizing distractions. Each form field is large and easy to tap. Quick-access icons for help are anchored at necessary areas, while a collapsible menu houses additional resources without crowding the screen. The design promotes a stress-free, efficient application experience, ensuring users can easily complete their pet licensing tasks on any mobile device.
In Adobe Dimension, I created a phone display to showcase some of the pages on real-time screens. Having large elements in brighter colors make make important information stick out to users. Much like the desktop version, the background still remains uncluttered whilst maintaining the same images, icons, and call-to-action buttons.
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The difference in prototypes for the web and mobile versions is minimal, but noticeable. The web prototype displays a much more elaborate site, with usability testers able to access more pages unrelated to the pet licensing process to showcase more of what this website would look like. The mobile prototype only involves the pages necessary to complete the licensing process.
You can test the prototype itself Here.
Usability Testing
Usability testing of both the desktop and mobile prototypes for the pet licensing webpage provided valuable feedback that shaped the final design. We conducted tests with a diverse group of participants to observe their navigation and completion of tasks across both versions. Users responded positively to the clear layout and accessible Assistive Technology, which helped them feel more comfortable completing the entire process. Testing revealed some initial confusion around specific form requirements and how to get back to the Home page, which led me to refine field instructions and better visibility for important elements. By addressing these insights, the final prototypes successfully enhanced task efficiency and user satisfaction, delivering a cohesive and effective licensing experience across devices.
Participant 3
"The design is very user-friendly, especially on desktop. I loved the color changes when filling out specific areas of the form as it gave me confidence that I was completing everything correctly."
Participant 4
"Being able to choose my native language made me feel appreciated and seen since most sites I've visited do not have German as an option."
Participant 7
"The mobile site replicates the desktop one well, which I liked since it made it easier for me to complete the forms on both layouts."
Conclusion
This case study highlights the process and impact of designing an effective, user-centered pet licensing webpage that meets the diverse needs of desktop and mobile users. From initial research all the way to high-fidelity prototypes, each phase focused on creating a streamlined, intuitive experience that simplifies a traditionally complex process. Key design elements—such as clear navigation, ability to change languages, and device-specific adjustments—contributed to an improved user journey, enabling pet owners to complete applications quickly and confidently. Usability testing showed a significant boost in task completion rates and user satisfaction, validating the design’s effectiveness. Overall, this project underscores the value of thoughtful UX design in improving accessibility, usability, and engagement across platforms, ultimately achieving a seamless experience for users and enhancing public interaction with pet licensing services.