aaron montford
Experience designer
ASPCA Banner img.png

ASPCA Website Redesign


The American Society for the Prevention of Cruelty to Animals (ASPCA) has been operating in North America for 150 years. Their mission is “to provide effective means for the prevention of cruelty to animals throughout the United States.” The ASPCA partnered with Boston Interactive to redesign their website in late 2015.

The Challenge

Our challenge was to expand and improve engagement surrounding giving and fundraising by creating a feeling of sympathy and urgency. We also wanted to create transparency around where donor money is being used by exposing the outcomes of work being done around the key animal groups.  


User Research & Stakeholder Interviews

We began our journey by first getting a better understanding of both the business and user needs by facilitating interviews and design workshops with key stakeholders.

Key Findings:

  • There was no standards for navigation or content organization
  • Users hesitant to become donors because of uncertancies of how the money is being used
  • Donation forms were complicated and not optimized for mobile use

Personas & Case Scenarios

We found that there are essentially four types of users; Donors & Advocates, Fundraisers, Animal Advocates, and Service Seekers. We used our findings from our initial interviews to create user journey maps for each user group.

Information Architecture

The old site had become a dumping ground for content...


Wireframes & User Testing

We built wireframes...

More User Testing

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Final Design

Final UI design credit goes to Samantha Dircks                         Visit www.aspca.org

Final UI design credit goes to Samantha Dircks                         Visit www.aspca.org