This is an assignment I did for school to show I prioritized a website's goals, defined the site's primary audience, and organized the site content and flow by creating a site map.

1. Project Brief & Information Architecture Report Page 1 of 12
Project Brief & Information
Architecture Report
Prepared For: Pet Rescue by Judy
By: Josette Borrero
Prepared On: 2-20-2021
Prepared By: Josette Borrero

2. Project Report Page 2 of 12
Contents
Project Brief ...................................................................................................................................................3
Objectives..................................................................................................................................................3
Target Launch Date ...................................................................................................................................3
Target Audience.............................................................................................................................................4
Primary Audiences.....................................................................................................................................4
Competitive Analysis......................................................................................................................................5
Main Competitors......................................................................................................................................5
Competitive Advantage.............................................................................................................................6
Current Site Review .......................................................................................................................................6
Perception .................................................................................................................................................6
Positive Features .......................................................................................................................................6
Areas for Improvement.............................................................................................................................7
Current Content Inventory........................................................................................................................7
New Design & Functionality ..........................................................................................................................8
Look & Feel................................................................................................................................................8
Functionality..............................................................................................................................................8
Usage.........................................................................................................................................................8
Content Strategy............................................................................................................................................9
Content Outline.........................................................................................................................................9
Content Publishing Schedule.....................................................................................................................9
Site Map Diagram....................................................................................................................................11
Wireframe ...............................................................................................................................................12

3. Project Report Page 3 of 12
Project Brief
Position Statement
Pet Rescue by Judy is an amazing non-profit, NO KILL organization. They have put countless hours
and dedication into recusing and saving the lives of hundreds of animals, placing them with loving
forever homes.
Objectives
Reduce the number of menu options on the website
Make their site more cohesive
Add a blogging area and live web cams of their kennels
Target Launch Date
Pet Rescue by Judy would like to go live by October so they can be ready for the holidays, when
a lot of people like to adopt pets.

4. Project Report Page 4 of 12
Target Audience
Primary Audiences
List 2-3 primary audiences and their goals when visiting the site.
Young families, young singles and professionals who would like to find some companionship
with a pet.
What problems do the client’s customers/prospects have that their business solves?
Finding an animal that is right for their them.
Helping clients to take care of their animals properly.
Not knowing if having a pet would be the right thing for them. The client can foster a pet
instead.

5. Project Report Page 5 of 12
Competitive Analysis
Main Competitors
Name 2-3 competitors and list their web addresses.
Seminole County - https://www.seminolecountyfl.gov/departments-services/county-managers-
office/animal-services/adoptions.stml
Pet Alliance - https://petallianceorlando.org/
Describe the strengths and weaknesses of their sites.
Seminole county
Weaknesses - Their link for the animal page comes up with a 404 error, so you have to search for
the adoption area, or look under the links to find the adoption area.
Their links are not at the top of the page.
Too many links – some could be combined
Small font may be hard for some people to read.
Strengths-
Easy to navigate
Information is direct and to the point, giving the client exactly what they need without having to
search too hard for it.
Pet Alliance
I found this site to be well developed and could not spot any weaknesses.
Strengths – well developed, easy to navigate, a lot of information for clients.
What features are lacking in the client’s current site that a competitor has?
Webcams for the pet kennels
Pet alliance has a pet food pantry to help the community feed their pets, a veterinary clinic, a pet
apartment registry to help people find apartments or homes that allow pets
Seminole county offers pet licensing and Lost pet information to help you find your lost pet.

6. Project Report Page 6 of 12
Competitive Advantage
List 3 key business strengths of the client that are advantages over the competition.
1. Years of experience
2. They are a NO KILL shelter, others are considered no kill because of their rate of
adoption, but Pet Rescue by Judy IS NO KILL
3. Pet Rescue by Judy RESCUES animals from all over the area and rehabilitates them
Current Site Review
Perception
What adjectives come to mind when you visit the current site?
Gentle, Caring, Passionate
Positive Features
What aspects of the current site work well and why are they successful?
Their pet of the week area, gets people to click and find out more because it’s right on the front
page
The red highlighted areas catch the user’s eye, like the CLICK HERE link for adoptions, if it wasn’t
highlighted in red, some might not think it is a link

7. Project Report Page 7 of 12
Areas for Improvement
What's not so great about the current site and why do you think that is?
There is too much red, though it works to highlight key items, it can be a bit jarring to the customer.
Their content needs to be updated regularly not just updating new animals, people want to know what
they’re doing, and I think if they had regular updates on the home page, more people would be invested
in what the organization is doing for the pet community.
Current Content Inventory
List the content that is currently on the site’s home page, about page, primary products/services
page, and 1-2 other pages. Include text, images, and multimedia.
Page Title Description of Content
Home Page Icons: social media links, links to adoption area,
donation link, contact information, registration
and login,
About Page Appointment info, History of the company,
pictures of pets, video of who they are, donation
and social links
Information My rescue info, events, contact us, about us
Volunteer Text describing how to volunteer, pet of the week,
appointment info, donation and social media links
Pupdates and
Cat Tales
Animal success stories, adoption info, donation
and social media info, pictures of animals,
calendar link.

8. Project Report Page 8 of 12
New Design & Functionality
Look & Feel
What adjectives describe the desired look and feel of the new site?
Professional, Genuine, Caring, compassionate
Functionality
What functionality is needed on the new site (e.g., CMS, ecommerce, blog, forms, search, etc.)?
CMS System, Blog, live webcam, search link should be bigger.
Usage
What types of devices will the primary audiences use when accessing the site? Desktop, tablet,
phone?
Mobile Phone
Tablet
Laptop web browser

9. Project Report 9 of 12
Content Strategy
Content Outline
List the content that should be added to the site in order to meet the goals of both the primary
audiences and the client.
Description of Content Type of Content
Web cams Live view of animals for clients to see
Blog Updates on animals
Bigger donation area Pictures and videos to show clients how donations
are going and how much more they need to reach
their goal.
Content Publishing Schedule
List the recommended publishing schedule of content for the new website.
Daily:
1. Social media post i.e., Facebook, twitter, and other means of social platforms
2. Review and reply to social media posts
Weekly:
1. Blog posts, these will be longer posting so they will take a bit more time.

10. Project Report Page 10 of 12
2. Helpful tips about taking care of your pets
Monthly:
1. Detailed blog posts about how the organization is doing and how the community can
get involved
2. Email newsletter to past and future clients thanking them for their help in the animal
community, also letting them know how they can further be involved and help.
3. Updates on animals still in the shelter and how to spread the word to find them homes.
Quarterly:
1. Volunteer updates, and how to get involved
2. Donation updates, people like to see how their money is being used
Yearly:
1. Blog post about how the year has gone and what can be done to do better in the future
to help the animals.

11. Project Report Page 11 of 12
Site Map Diagram
Insert image of the site map diagram of the recommended new structure of the website.

12. Project Report Page 12 of 12
Wireframe
Insert image of the wireframe showing the recommended new home page layout of the website.