Epona Horse Rescue Project Brief & Information Architecture Report

1. Project Brief & Information Architecture Report Page 1 of 15
Project Brief & Information
Architecture Report
Prepared For: Epona Horse Rescue
Prepared By: Amber Jiles
Prepared On: 04/23/2023

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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 ...................................................................................................................................... 7
Perception ................................................................................................................................................ 7
Positive Features ...................................................................................................................................... 7
Areas for Improvement ............................................................................................................................ 8
Current Content Inventory ....................................................................................................................... 9
New Design & Functionality........................................................................................................................ 10
Look & Feel ............................................................................................................................................. 10
Functionality........................................................................................................................................... 10
Usage ...................................................................................................................................................... 11
Content Strategy......................................................................................................................................... 12
Content Outline ...................................................................................................................................... 12
Content Publishing Schedule..................................................................................................................12
Site Map Diagram ................................................................................................................................... 14
Wireframe............................................................................................................................................... 15

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Project Brief
Position Statement
It could be because of where I live, my financial situation, or what I like but
I don’t hear about many horse rescues. They seem to really care about their
mission and want to help their horses. They even have donate, volunteer,
and adoption options.
Objectives
1. Double the donations every quarter
2. Double the amount of adoptions every quarter
3. Spread the word and make Epona Horse Rescue more known Throughout Nebraska, 30
more engagements within a quarter
Target Launch Date
I would say three months from the day they start updating it, that way they have plenty of time,
it won’t be too long, and they can create suspense

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Target Audience
Primary Audiences
1. People ages 12 to 25 looking to come volunteer, help take care of the
horses, and learn about what it takes to maintain a horse
2. People ages 25 to 55 looking to adopt/buy a horse for themselves or a
loved one (maybe even their child)
3. People ages 12 to 55+ that would like to donate to help take care of
the animals, keep them alive, and show them a better life.

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Competitive Analysis
Main Competitors
Name 2-3 competitors and list their web addresses.
Describe the strengths and weaknesses of their sites.
What features are lacking in the client’s current site that a competitor has?
1. Rosco’s Rescue Ranch (https://roscosrescueranch.org)
a. 5 stars
b. less reviews but they are good
c. They seem to be more organized
d. could use more on their site
e. It looks a bit more organized and more up to date in some areas such as the font and set
up
2. Double R Horse Rescue (https://www.doublerhorserescue.org/about)
a. 5 stars
b. More options such as “sponsor us”, “Rehabbing”, and “Gallery”
c. They have photos of the horses they have and a little about section with each one
d. Many of their photos are of higher quality
e. Cons are that it could be updated or look a little more modern than it does. They also
have really big paragraphs that I doubt many will read. They should split them up and
not make them seem so in the readers face
3. Urban Acres Horse Rescue (https://www.urbanacresrescue.org)
a. 4.8 stars
b. Very up to date
c. Organized
d. Great top-quality photos
e. Straight to the point
f. Horses photos with an about me (as well as a couple other animals)
g. Spot to contact and find their address

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h. Pop of color
i. Spots clearly marked so you can get involved
j. Not many cons
k. Only one bad review, no explanation
Competitive Advantage
1. Only Horse Rescue in town
2. Only Horse Rescue in that small area
3. They rescue horses
4. Non-profit
5. Allowing volunteers and adoptions
6. They have a family feel and you can tell they really care.
7. They give all the information they can think of and more
8. They offer learning opportunities

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Current Site Review
Perception
• Average
• Dry
• Dull
• Weak
• Elderly
• Soft
• Cheap
Positive Features
• Their events page is good because it keeps people updated with what they are up to
• Their contact page is very straight forward and gives their customers every possible way
to contact them to make it easier on them
• Their donate page makes it clear of all the different donation options people have
• Their volunteer page once again makes it easy to contact them
o Their volunteer application asks a lot of questions(some in depth) which is good
for them so they know they’re getting good volunteers.
o Gives lots of info for volunteering, what they expect, and advising on knowing
your limits
• Their adoption page makes it clear what to click

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Areas for Improvement
• Set Up
o Headlines could be bolder
o Seems outdated and never updated
o Organization
 Certain things on certain pages that could go elsewhere like the volunteer
blurb on the home page should just go on the volunteer page.
o Take the horse clip art off the contact page, it doesn’t seem like their original work
and it stands out just sitting on the page like that. Their own personal image would
be better
o Rename volunteer questionnaire to volunteer application
• Photos
o Some are low quality
o Seem like photos taken years ago
o Some are blurry

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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
About Us What they do, what their goals are, and what they
strive for. Talks of their history, their employees,
and everything in between. They also have tabs
for before and after, news, their history, their
programs, their director, and their stories.
Adoption About adoption, some photos, adoption
application, and policy
Volunteer About volunteering, message form, photo of
horses running and volunteer questionnaire.
Donate How and where to donate as well as what your
donation will go to. Pig icon, horse photo, button
to purchase a saddle box and a button for another
way to give to epona.
Events Upcoming events to attend
Contact Us How/where to contact them, message form, and a
map of their location

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New Design & Functionality
Look & Feel
What adjectives describe the desired look and feel of the new site?
Functionality
• When it comes to animals, people become very invested so I think they could benefit from
a blog on their site
• They need new updated photos of the current horses they have, taken and edited by a
professional, and make sure they fit on their site
• Links to social media sites at the top and bottom of each page. An icon can be placed at
the top of the page and a link at the bottom
• Headlines and buttons need to be bold and stand out more
• Dark mode/Black background so it isn’t blinding when people reach the site, at least a
dark gray or a gray darker than white
• Change the organization of things on each page
o Example: On the adoption page it would look/feel better if the policy and
application pdf were under the photos and not on top of them

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• Ask customers and volunteers to review them on google for more stars and put some of
the good reviews at the bottom of their home page
Usage
• Desktop
• Phone

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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
The names of horses that they currently have As a headline
Information on each horse As a paragraph
What the horses look like Higher quality photos of their current horses
Keep your audience up to date Making a blog post for any little good thing that
happens to the rescue
The style Keep the comfortable home feeling but make the
site look more up to date and modern
Content Publishing Schedule
List the recommended publishing schedule of content for the new website.
Daily:
Photos around the rescue, 1 to 2 times daily
Weekly:
Post any good news that has happened throughout the week. Once a week
Monthly:

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Post 1 to 4 times monthly about upcoming events. Beginning of the month to list all of the events,
another one for when a specific event comes closer, another one as a reminder the day before
to remind and possibly see who is coming.
Quarterly:
Post once a quarter about renovations and updates to the rescue
Yearly:
Post once at the end of the year to speak of all the big things that happened last year and discuss what
you plan on changing going forward

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Site Map Diagram
Insert image of the site map diagram of the recommended new structure of the website.

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Wireframe
Insert image of the wireframe showing the recommended new home page layout of the website.