Where is Jafar?

Revamping the Wild Cat Sanctuary Website

Summary

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Summary ~

Client
In-Sync Exotics Wildlife Rescue and Education Center

Year
2021-

The website struggled with poor UX, ineffective UI, and limited accessibility, resulting in low user engagement. The team revitalized it with a streamlined information architecture and enhanced accessibility, creating a more intuitive and engaging experience for users.

Old Website: Dark and Confusing

New website: Crisp and Clean

Intro:

Improving User Experience through IA overhaul and accessibility compliance.

The sanctuary’s previous website was struggling with low visitor engagement and a lack of user interaction. Due to poor UX and UI, users found it difficult to navigate the site, locate key information, and stay connected with the sanctuary’s mission. The outdated design and infrequent updates led to declining interest, making it clear that a redesign was necessary to improve usability, encourage engagement, and drive donor support for the sanctuary.

The Pain:

  1. Poor Navigation: Visitors struggled to find essential information, such as tour booking options or resident biographies.

  2. Outdated Content: The site was rarely updated, leaving donors in the dark about the wonderful animals and their latest adventures as well as the sanctuary’s events.

  3. Uninviting Design: The dark and cluttered aesthetic failed to capture the vibrant spirit of the sanctuary.

  4. Lack of Engagement Features: There were no easy ways for the users to stay connected or support the sanctuary, such as clear Call to Action buttons.

  5. Non-Compliance with Accessibility Guidelines: The old website ignored accessibility best practices, making it difficult for users with disabilities to navigate and engage with the site.

The Process

  1. User Research: We began by understanding our audience: wildlife enthusiasts, donors, and tour organizers. Surveys and usability testing revealed their pain points and aspirations.

  2. Information Architecture: We restructured the site to make navigation seamless. A clear menu hierarchy allowed visitors to easily locate resident biographies, book tours, donate, and stay updated on events.

  3. Visual Design: Inspired by the sanctuary’s vibrant residents, we brightened the color palette and incorporated high-quality images of the big cats. The clean layout ensured content was easy to scan and enjoyable to explore.

  4. Fresh Content: The new site included a dedicated news section for updates on events, resident stories, and educational articles. The stories about Jafar and his friends were lovingly written by Lakshmi Nathan, the owner and author of this portfolio. Lakshmi re-worked each narrative to make it heartfelt and relatable, updating cats’ adoring public on how the cats are thriving now. Her storytelling brought life to the sanctuary’s residents in a 2D world, sharing their hardships and triumphs in a way that deeply resonated with visitors.

  5. Accessibility: To ensure inclusivity, we adhered to WCAG guidelines. The site featured alt text for images, keyboard navigation, high contrast for readability, and ensured that everyone could engage with Jafar’s stories and book tours without barriers.

Home Page with events

THE REVAMP

  • Home Page

    Home Page

    With improved accessibility and information architecture, it’s easier than ever to stay, explore, and fall in love with their animals!

  • easy access to events

    Event Details Home Page

    Prominent event listings on the homepage provide donors with a quick glance at upcoming events, enhancing engagement and interaction.

  • Media Page

    Media Page

    "Media" page to the navigation for easy access, allowing donors to stay updated on the animals and providing press teams with direct access to press releases.

  • Events Page

    Events Page

    The Events page keeps donors in the loop with exciting event details and gives them the chance to grab their tickets ahead of time!

  • Resident Page

    Residents Page

    The Residents page now boasts a smarter layout with stronger spotlight on our cats, allowing visitors to connect and bond with these incredible animals!

  • Jafar

    Individual Resident Page

    Heartwarming rescue stories and stunning visuals bring our residents to life, creating a deeper, more personal connection with donors.

Results

The revamped website was a roaring success. Smuggler’s, one of our beloved rescued tigers, biography became the most visited page, with fans leaving heartfelt messages and sharing his story on social media. Navigation was a breeze, and visitors could now easily:

  1. Book Tours: Jafar’s friends and fans could schedule visits to the sanctuary with just a few clicks.

  2. Explore Resident Biographies: Each big cat had a dedicated page, complete with photos and heartwarming stories.

  3. Stay Updated: Regular news updates kept everyone informed about events, rescue efforts, and Jafar’s latest escapades.

  4. Support the Sanctuary: Donation options were prominently displayed, leading to a significant increase in contributions.

Google Analytics data confirmed these successes. User engagement with the individual stories of the cats increased significantly, showing that visitors were deeply connected to the heartfelt narratives. Analytics also showed higher engagement with scheduling tours and pre-booking events, reflecting the improved usability of the site. Additionally, visitors were spending more time on the website overall, exploring content and learning about the sanctuary’s mission. This engagement translated to a marked increase in event attendance and overall turnout, demonstrating the tangible impact of the site’s redesign.

To ensure continued success, the team meet monthly with Cause Inspired to review and reflect on Google Analytics data, adjusting the website accordingly to better market events and campaigns. These discussions also incorporate user insights gathered through social media feedback, allowing us to refine content and optimize the user experience to align with visitor interests and engagement patterns.

Lessons and Ways to Improve the Website

Continued refinement will ensure the sanctuary’s digital presence remains effective in connecting supporters with the mission.

  • Updating phrasing from "self-paced" to "self-guided" to enhance search engine visibility. Additionally, removing accordion-style user interaction has improved search engine crawls, ensuring that content is more easily indexed and accessible to users.

  • Integrating DonorPerfect donation and event forms streamlines the giving process, reassuring donors with top-tier security while providing valuable insights on engagement. This optimization allows us to fine-tune fundraising strategies and create a seamless experience for our generous supporters.

  • Adding more videos across the site to further engage users and provide an immersive experience.

  • Listing awards such as "Best of DFW" to improve credibility and strengthen SEO rankings.

  • Completing the Rainbow Bridge page to properly memorialize the cats that came before, preserving their legacy.

Next

Hayley Cakes and Cupcakes