Website redesign proposal

1. Project Brief & Information Architecture Report Page 1 of 12
Project Brief & Information
Architecture Report
Prepared For: Pet Rescue by Judy
Prepared On: May 22, 2021
Prepared By: Nancy Brumfield

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 ...........................................................................................................................5
Current Site Review......................................................................................................................................6
Perception................................................................................................................................................6
Positive Features......................................................................................................................................6
Areas for Improvement............................................................................................................................6
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 a non-profit "NO KILL" organization dedicated to the rescuing and
rehabilitation, of companion animals. The goal is to rescue animals that are abandoned or in
distress, update their vaccines, and find good homes for them.
Objectives
1. Make it easy for visitors to seamlessly navigate the site.
2. Add a blog into the website.
3. Add a subscribe to our newsletter button. This will build a data base of people
interested in their cause that can be marketed to.
Target Launch Date
Pet Rescue by Judy would like to launch their new site by October 2021. This leads into the holiday
season when a lot of people like to adopt a dog or cat.

4. Project Report Page 4 of 12
Target Audience
Primary Audiences
Primary audiences for Pet Rescue by Judy are:
1) Local young, single professionals in their twenties with a medium income.
a. They are looking to adopt a dog or cat for companionship.
b. When visiting the site, they want to be able to easily view animals available for
adoption, adoption application to be quick and easy to fill out and submit, and the
ability to easily schedule an appointment from the website.
2) Local young families with a medium income.
a. They are looking to adopt a dog or cat to add to their family
b. When visiting the site, they want to see information about the dog or cat personality.
They want to know if the dog or cat is suitable for young children.

5. Project Report Page 5 of 12
Competitive Analysis
Main Competitors
1) Pet Alliance of Greater Orlando
https://petallianceorlando.org/
a. Their strengths are it is easy to navigate, has a blog, has the option to donate a memorial
or tribute gift and has a signup for email updates. The site has a finances page with links
to their Audited Financial Statements for the past 3 years.
b. Their weakness is not having a donate button prominent on their site, they have a ways
to give tab.
2) Seminole County Animal Services
https://www.seminolecountyfl.gov/departments-services/county-managers-
office/animal-services/
a. Their strengths include a live cat cam.
b. Their weakness is the site is not easy to navigate, the link to adopt dogs and cats is in a
scrolling banner in the Top Content section. To see the links that are usually in the menu
tab are at the bottom of the website.
3) The Animal League
https://theanimalleague.org/?gclid=Cj0KCQjw16KFBhCgARIsALB0g8ILoloiP2WrIcyrJq1fd3
H6lIbZ_Q9cjKHp9WDOp0IvZzpHPIe32iMaAnmjEALw_wcB
a. Their strengths include a resources page with a lot of tips, you can start a fundraiser on
Facebook or organize a donation drive (with resources included), and request to
host an event.
b. Their weakness is the site is slow to load pages and the banner picture should rotate
and include to links to available animal page, donation page, volunteer page, foster
page, etc.
Competitive Advantage
1) No kill pet rescue
2) Largest selection of dogs and cats available for adoption.
3) Makes sure each animal for adoption is a good fit for family wanting to adopt.

6. Project Report Page 6 of 12
Current Site Review
Perception
What adjectives come to mind when you visit the current site?
Outdated, cluttered.
Positive Features
What aspects of the current site work well and why are they successful?
Showcase of adopted dogs and cats.
Areas for Improvement
What's not so great about the current site and why do you think that is?
Larger thumbnail images of animals available for adoption.
Needs more content, such as a blog.
Organize tabs to make navigation easier for viewers.Home P

7. Project Report Page 7 of 12
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 Logo, navigation menu, Facebook link, Pet of the
Week, Donate button, amazon smile, lost dog
flyers, newsletter from the fall.
Cats Photo catalog of cats available for adoption.
Dogs Photo catalog of dogs available for adoption.
About us Text describing why the organization was started
with a picture of Judy and their rescued dog. Text
with a video describing who they are today. Text
describing the goals of the organization.
Adoptions List with photos of animals that have been
adopted. Listed by date adopted.
Adoption Application Common questions and answers client wanting to
adopt a pet

8. Project Report Page 8 of 12
New Design & Functionality
Look & Feel
Modern, professional, clean, caring, trustworthy.
Functionality
1. Blog
2. Live Cam
3. eCommerce for donations
4. CMS
Usage
1. Mobile phone
2. Tablet
3. Laptop/Desktop

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
Tips for bringing home an adopted pet Text with photos, videos
Adoption success stories Text and photos
Needs of the organization Text, photos, donate button
What you need to know before you adopt Text, video
Content Publishing Schedule
Daily:
• Facebook updates
• Review and reply to blog comments
• Instagram updates
Weekly:
• 1-2 blog posts
• How-to video

10. Project Report Page 10 of 12
Monthly:
• Longer blog post
• Adoption Success story
• Video or slide presentation of pet from rescue to adoption posted to blog and embed on
website
• Email newsletter
Quarterly:
• Letter from Judy
Yearly:
• Year in review
• Annual Fundraiser

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