.png)
fRIENDS OF
FREE WILDLIFE
ROLE
PRODUCT
TOOL
TIMELINE
Multidevice
Figma
8 weeks
UI / UX Designer
OVERVIEW
Our team is committed to harnessing technology to empower our client, a compassionate wildlife rehabilitation organization dedicated to rescuing, rehabilitating, and releasing injured, orphaned, and displaced wildlife. Through an enhanced digital platform accessible across various devices, we aim to foster engagement and support for the organization's mission, complemented by captivating campaigns to attract audiences to their website.
THE CHALLENGE
Embracing the challenge as a group project of crafting a captivating digital solution that seamlessly translates across various device platforms, we partnered with Friends of Free Wildlife (FFW) to effectively communicate their unwavering commitment to wildlife preservation. Our goal was to ignite a spark of inspiration within potential investors and supporters, encouraging them to join FFW's cause and make wildlife preservation their own.
GET TO KNOW OUR TWO PERSONA'S
Our user personas focus on two distinct individuals: an internal creator Friends of Free Wildlife employee and an external user named Emily.
Friends of Free Wildlife (FFW) is a community-driven, publicly funded volunteer organization officially registered as a Non-Profit entity on May 31, 2016. The wildlife centre is spearheaded by dedicated and qualified rehabilitators who prioritise urban wildlife's well-being. FFW was founded and is currently led by Maggie.
MAGGIE
After interviewing a few staff members we were able to gain insights into their needs and goals.
PAIN POINTS
The need to secure funds for the upkeep and growth of the organisation is crucial.
Friends of Free Wildlife need extra support and funding during the breeding season to care for the influx of animals.
A lack of engagement on social media platforms can significantly impact their ability to drive traffic.
GOALS
more volunteers to help, especially during the breeding season
They are looking for partnerships with local and international investors alike.
Having an increase of donations to help sustain the facility
EMILY
Emily, a 23-year-old dedicated animal biology student at Wits University in South Africa, is on a mission to unravel the natural world's mysteries. With a passion for wildlife and conservation, she's determined to make a meaningful impact on the future of our planet's ecosystems.
PAIN POINTS
She wants to get hands-on experience but is uncertain about which organizations are trustworthy and impactful.
She can't find an organisation that aligns with her passions.
She can't to find an organisation that can provide additional education resources
GOALS
Make a meaningful difference in the lives of animals.
Contribute to causes that align with her passion for wildlife preservation.
Gain knowledge about how to help injured animals before they reach rehabilitation centres.
WHAT DO FFW AND EMILY HAVE IN COMMON?
Shared passions for wildlife conservation, rehabilitation, and education forge a strong alliance between Friends of Free Wildlife and Emily.
​
This fosters the perfect collaboration and support for the organization's mission.
From these insights we can do draw our problem statement and solution
PROBLEM STATEMENT
Friends of Free Wildlife grapples with limited resources, investor engagement challenges, operational burdens, and weak social media engagement. Recognizing social media's power to attract volunteers, they aim to inspire Emily's involvement, who seeks hands-on experience in wildlife conservation.
HOW MIGHT WE APPEAL TO THE PUBLIC HEARTS TO SUPPORT FREINDS OF FREEWILDLIFE AND MAKE IT THEIR CAUSE OF CHOICE?
We also develop a central message that runs through the site.
THE SOLUTION
To enhance engagement, volunteerism, and donations, Friends of Free Wildlife can revamp their website with intuitive navigation, compelling content, and clear CTAs. Engaging social media campaigns with consistent content, captivating visuals, and platform diversification will amplify their reach. By implementing these strategies, Friends of Free Wildlife will transform their digital presence into a catalyst for wildlife conservation.
"CO- LIBERATION:
WORKING TOGETHER TO SEE WILDLIFE HEALTHY AND FREE AGAIN"
OUR DESIGN PROCESS
The primary colour, mud brown, is used to symbolise earthiness and nature, reinforcing the idea that Friends of Freewildlife is deeply committed to preserving and nurturing the natural world.
Taupe is a neutral, calming colour often associated with stability and reliability; used as the secondary colour.
Orange is used sparingly as an accent colour to break away from the familiar tone elements in a non-intrusive manner.
VISUALS
Images used are of small wildlife creatures that the organisation actually works with versus the random imagery used on their current site.
Organic shapes will be used to hold images as well as torn-looking elements to give the idea of revealing. The same approach is applied for button usage
Supporting elements are used on low transparency to add to the feel of nature and wildlife. Paws or footprints of various animals can be seen in the background throughout the website to add to the visual appeal in a subtle way.
We refined the design through wireframing to ensure it meets user expectations and provides a seamless browsing experience. Fundamental changes include a revamped homepage for a more engaging and streamlined experience, a dedicated programs page for volunteers to explore opportunities, a separate donations page, and an updated events page to enhance engagement.
HIGH FIDELITY WIREFAMES
HOME PAGE
Engage users with a captivating introduction to Friends of Freewildlife and its comprehensive range of services. Allow users like Emily to seamlessly navigate the organization's capabilities and features, fostering an immediate connection.
PROGRAMS PAGE
Friends of Freewildlife empowers users like Emily to make a meaningful impact by joining its volunteer program. This mutually beneficial opportunity allows Emily to gain valuable hands-on experience with a reputable organization while contributing to the organization's mission. Emily's participation enriches her learning journey and contributes to the well-being of the animals under Friends of Freewildlife's care.
DONATIONS PAGE
With this screen, we allow users to support an animal throughout its rehabilitation journey; in this way, users extend their support, and FFW gain a co-liberator. In the final design, these levels and prices become a dropdown instead of buttons.
EVENTS PAGE
​The events page includes a calendar which allows FFW to advertise their means to fundraise and educate their co-liberators while Emily can easily find them and RSVP to an event of her choice, staying in contact with the organisation.
CAMPAIGN AND SOCIAL MEDIA EXPLORATION
CAMPAIGN NAME & MESSAGE
Breeding Season Heroes:
Everyone can be a hero by donating resources, supporting financially or volunteering
​
The campaign revolves around the adorable image of a rubber duck, symbolizing the many animals Friends of Free Wildlife works with. It calls upon users to become co-liberators by taking action in one of three ways: volunteering, donating, or partnering.
CAMPAIGN TYPES
The first series invites users to find the duck, and the interaction occurs over the next few posts. This post eludes to the need to find volunteers.
The second series highlights the need for resources to manage the high demand during the breeding season
The third series encourages users to get involved by volunteering and taking a picture with a rubber duck. Then, allowing users to participate in a competition won with highest liked picture.
CAMPAIGN TEST OUTCOME
FINAL VISUAL DESIGNS
By finalizing the social media campaign first, we can seamlessly integrate its captivating visuals into the final designs. These enhanced screens will foster greater user engagement, streamline page flow, and elevate the overall user experience.
WEBSITE
HERE YOU CAN SWIPE THROUGH THE HOME PAGE
Inspired by Friends of Free Wildlife's social media campaign, Emily, a wildlife enthusiast, dives into its website, captivated by its design and eager to learn more about its mission and potential involvement opportunities.
HERE YOU CAN SWIPE THROUGH THE VOLUNTEER PAGE
Emily was initially hesitant about volunteering, but after visiting the Programs page and learning more about what it entails, she was captivated by the opportunities available. She decides to sign up to volunteer.
HERE YOU CAN SWIPE THROUGH THE PROGRAMS PAGE
​Emily eagerly explores the Programs page, eager to find ways to get involved. She feels a strong sense of trust and responsibility towards Friends of Free Wildlife, believing it to be the perfect organization for her to contribute to.
HERE YOU CAN SWIPE THROUGH THE DONATION PAGES
Emily wants to provide support and has decided to donate every month. She selects an animal that interests her and chooses a monthly duration.
HERE YOU CAN SWIPE THROUGH THE EVENTS PAGE
Emily can also browse upcoming events to see if any pique her interest, providing further opportunities for engagement with the organization. Once she RSVPs, the event is automatically added to her calender
MOBILE
Here are just a few screens of what the mobile website looks like.
.png)
.png)
.png)
.png)
TABLET
Here are just a few screens of what the tablet website looks like.
%20(4).png)
WEBSITE & SOCIAL MEDIA PRODUCT RESULT
PRODUCT MOCKUPS
PROTOTYPE
The prototype is based on how Emily would use the website interface on all devices to complete her goals.
The prototype is based on how Emily would use the website interface on mobile through all pages
CONCLUSION & NEXT STEPS
Partnering with Friends of Free Wildlife, as a team, we employed human-centred design to create a responsive website and engaging social media campaign, effectively reaching new supporters and empowering their mission of wildlife liberation. Our collaborative approach ensured precise execution.
For the future, streamline volunteer exploration by unifying programs and volunteer pages with a tabbed interface or collapsible menu. Embed volunteer details within program descriptions and offer a unified application form. Implement a recommendation system based on user preferences to provide a personalized experience and boost participation in Friends of Free Wildlife's programs.