Welcome to

Pets Bring Joy

Product Design • 2025

A Redesign of the Pets Bring Joy Website

Originally this was a case study we did in my George Washington UXUI boot camp. I didn't have much involvement with the UI portion, so this is my revision of the direction I went in.

Role

Lead UI Designer

Timeline

2 weeks

Team

3 designers

Tools

Figma, Trello, ChatGPT, Slack

A close up of a blue object with a blurry background
A close up of a blue object with a blurry background

Problem Framing

Context

PetsBringJoy.org is underperforming as a conversion-focused adoption site.

Despite visitors coming to learn about available pets, the current design and layout create friction that reduces adoption applications and slow down the perceived experience.

As a result, users struggle to quickly understand what to do next, where to find currently adoptable animals, and how the process works—especially on mobile—leading to drop-offs before completing key actions (e.g., starting an adoption application, applying, or contacting for help).

Goals and Success Metrics

Increase adoption conversions
Improve load speed and perceived performance
Increase CTA engagement
Reduce uncertainty

Constraints

Prioritize Adoption Funnel
Prioritize Adoption Funnel

Adoption must remain the fastest/clearest path.

Adoption must remain the fastest/clearest path.

Performance Matters
Performance Matters

Pictures must be smaller and compressed.

Pictures must be smaller and compressed.

Establish Trust
Establish Trust

Clarity on process + social proof.

Clarity on process + social proof.

Resolve Donate Conflict
Resolve Donate Conflict

Donate button should be lower in hierarchy.

Donate button should be lower in hierarchy.

Problem Framing

Context

PetsBringJoy.org is underperforming as a conversion-focused adoption site.

Despite visitors coming to learn about available pets, the current design and layout create friction that reduces adoption applications and slow down the perceived experience.

As a result, users struggle to quickly understand what to do next, where to find currently adoptable animals, and how the process works—especially on mobile—leading to drop-offs before completing key actions (e.g., starting an adoption application, applying, or contacting for help).

Goals and Success Metrics

Increase adoption conversions
Improve load speed and perceived performance
Increase CTA engagement
Reduce uncertainty

Constraints

Prioritize Adoption Funnel

Adoption must remain the fastest/clearest path.

Performance Matters

Pictures must be smaller and compressed.

Establish Trust

Clarity on process + social proof.

Resolve Donate Conflict

Donate button should be lower in hierarchy.

User Research and Insights

Research Methods
User Interviews

6 participants

Usability Testing

10 participants

Competitive Audit

8 competitors

Key Findings

Unexpected costs

"I got all the way to the end and then saw a $15 shipping fee I wasn't expecting. I just closed the tab."

Account requirement friction

73% of users abandoned when forced to create an account before checkout

Trust and security concerns

Users expressed hesitation about payment security with no visible trust badges or SSL indicators

How Might We Statements

• How might we make costs transparent from the start?

• How might we reduce friction for first-time buyers?

• How might we build trust during the payment process?