ONG
Digital Migration of a Dog Shelter During the Pandemic
Industry
Industry
ONG
ONG
Location
Location
São Paulo
São Paulo
Founded
Founded
2010
2010
Employees
Employees
2-10
2-10
Challenge
In addition to the inherent challenges of running a canine rescue nonprofit, the pandemic created the need to digitize part of the process and define the most effective way to select the best adoption candidates.
Results
This case was presented as a challenge for the UX/UI position at Segdev. The project was therefore fictitious and solely evaluative, designed to gauge candidate's skill levels. I received positive feedback, but the role ultimately required a stronger focus on UI.
UX Research
UX Research
Field Research
Field Research
MVP
MVP
Benchmarking
Benchmarking
Opportunity Mapping
Opportunity Mapping
User Flows
User Flows
Information Architecture
Information Architecture
Wireframes & Prototyping
Wireframes & Prototyping
Context & Objective
During the pandemic, many charitable activities had to adapt to hybrid or fully digital models. This included numerous animal rescue and shelter nonprofits, whose advertising, fundraising, and adoption processes also migrated online. Over seven days, the challenge was to develop a solution proposal to digitize the adoption journey, making it more effective to identify the best candidates.
During the pandemic, many charitable activities had to adapt to hybrid or fully digital models. This included numerous animal rescue and shelter nonprofits, whose advertising, fundraising, and adoption processes also migrated online. Over seven days, the challenge was to develop a solution proposal to digitize the adoption journey, making it more effective to identify the best candidates.
During the pandemic, many charitable activities had to adapt to hybrid or fully digital models. This included numerous animal rescue and shelter nonprofits, whose advertising, fundraising, and adoption processes also migrated online. Over seven days, the challenge was to develop a solution proposal to digitize the adoption journey, making it more effective to identify the best candidates.
During the pandemic, many charitable activities had to adapt to hybrid or fully digital models. This included numerous animal rescue and shelter nonprofits, whose advertising, fundraising, and adoption processes also migrated online. Over seven days, the challenge was to develop a solution proposal to digitize the adoption journey, making it more effective to identify the best candidates.
Discovery
The proposed challenge already included a brief outlining issues such as high costs, limited shelter space, managing adoptions (both in terms of applicant profiles and candidate tracking), and bias against mixed‑breed animals. To make the scenario more realistic, I based my research on the local Sorocaba nonprofit AATAN.
Briefing Analysis & CSD Matrix
Based on the briefing, I began by dividing the information into Certainties, Assumptions, and Doubts within a CSD matrix. This mapping served as a guide for directing the research, ensuring that every question raised in the briefing was addressed.
Briefing & CSD
Desk Research
Based on the questions and hypotheses identified, I conducted desk research to explore the concrete challenges faced by nonprofits and animal shelters, encompassing financial considerations and adopter behaviors.
Desk Research
User Research
With insights from the secondary research, I conducted field research during the adoption fair at one of AATAN's units to deeply explore the needs and pain points of caregivers and adopters.
From the interview, I identified that people generally don't perceive the difficulty of running a shelter and ensuring animal welfare, tending to romanticize adoption when, in reality, the pets could be living in better conditions. It also became clear that adopter quality is more important than the number of interested applicants: an animal returned because the adopter backed out faces a greater challenge to be adopted again and is more susceptible to psychological issues, such as depression.
The ideal adopter is someone who is committed, arrives without even considering returning the pet, and does everything possible to make it work. They also understand the financial commitment. In short, they are prepared for this responsibility and determined to make it succeed.
Research Results
Benchmark
With a deeper understanding of caregiver's and adopter's pain points, I conducted benchmark research on rescue nonprofits and shelters with a digital presence to map their adoption processes through their forms and institutional pages.
Benchmark
Discovery
The proposed challenge already included a brief outlining issues such as high costs, limited shelter space, managing adoptions (both in terms of applicant profiles and candidate tracking), and bias against mixed‑breed animals. To make the scenario more realistic, I based my research on the local Sorocaba nonprofit AATAN.
Briefing Analysis & CSD Matrix
Based on the briefing, I began by dividing the information into Certainties, Assumptions, and Doubts within a CSD matrix. This mapping served as a guide for directing the research, ensuring that every question raised in the briefing was addressed.
Briefing & CSD
Desk Research
Based on the questions and hypotheses identified, I conducted desk research to explore the concrete challenges faced by nonprofits and animal shelters, encompassing financial considerations and adopter behaviors.
Desk Research
User Research
With insights from the secondary research, I conducted field research during the adoption fair at one of AATAN's units to deeply explore the needs and pain points of caregivers and adopters.
From the interview, I identified that people generally don't perceive the difficulty of running a shelter and ensuring animal welfare, tending to romanticize adoption when, in reality, the pets could be living in better conditions. It also became clear that adopter quality is more important than the number of interested applicants: an animal returned because the adopter backed out faces a greater challenge to be adopted again and is more susceptible to psychological issues, such as depression.
The ideal adopter is someone who is committed, arrives without even considering returning the pet, and does everything possible to make it work. They also understand the financial commitment. In short, they are prepared for this responsibility and determined to make it succeed.
Research Results
Benchmark
With a deeper understanding of caregiver's and adopter's pain points, I conducted benchmark research on rescue nonprofits and shelters with a digital presence to map their adoption processes through their forms and institutional pages.
Benchmark
Discovery
The proposed challenge already included a brief outlining issues such as high costs, limited shelter space, managing adoptions (both in terms of applicant profiles and candidate tracking), and bias against mixed‑breed animals. To make the scenario more realistic, I based my research on the local Sorocaba nonprofit AATAN.
Briefing Analysis & CSD Matrix
Based on the briefing, I began by dividing the information into Certainties, Assumptions, and Doubts within a CSD matrix. This mapping served as a guide for directing the research, ensuring that every question raised in the briefing was addressed.
Briefing & CSD
Desk Research
Based on the questions and hypotheses identified, I conducted desk research to explore the concrete challenges faced by nonprofits and animal shelters, encompassing financial considerations and adopter behaviors.
Desk Research
User Research
With insights from the secondary research, I conducted field research during the adoption fair at one of AATAN's units to deeply explore the needs and pain points of caregivers and adopters.
From the interview, I identified that people generally don't perceive the difficulty of running a shelter and ensuring animal welfare, tending to romanticize adoption when, in reality, the pets could be living in better conditions. It also became clear that adopter quality is more important than the number of interested applicants: an animal returned because the adopter backed out faces a greater challenge to be adopted again and is more susceptible to psychological issues, such as depression.
The ideal adopter is someone who is committed, arrives without even considering returning the pet, and does everything possible to make it work. They also understand the financial commitment. In short, they are prepared for this responsibility and determined to make it succeed.
Research Results
Benchmark
With a deeper understanding of caregiver's and adopter's pain points, I conducted benchmark research on rescue nonprofits and shelters with a digital presence to map their adoption processes through their forms and institutional pages.
Benchmark
Discovery
The proposed challenge already included a brief outlining issues such as high costs, limited shelter space, managing adoptions (both in terms of applicant profiles and candidate tracking), and bias against mixed‑breed animals. To make the scenario more realistic, I based my research on the local Sorocaba nonprofit AATAN.
Briefing Analysis & CSD Matrix
Based on the briefing, I began by dividing the information into Certainties, Assumptions, and Doubts within a CSD matrix. This mapping served as a guide for directing the research, ensuring that every question raised in the briefing was addressed.
Briefing & CSD
Desk Research
Based on the questions and hypotheses identified, I conducted desk research to explore the concrete challenges faced by nonprofits and animal shelters, encompassing financial considerations and adopter behaviors.
Desk Research
User Research
With insights from the secondary research, I conducted field research during the adoption fair at one of AATAN's units to deeply explore the needs and pain points of caregivers and adopters.
From the interview, I identified that people generally don't perceive the difficulty of running a shelter and ensuring animal welfare, tending to romanticize adoption when, in reality, the pets could be living in better conditions. It also became clear that adopter quality is more important than the number of interested applicants: an animal returned because the adopter backed out faces a greater challenge to be adopted again and is more susceptible to psychological issues, such as depression.
The ideal adopter is someone who is committed, arrives without even considering returning the pet, and does everything possible to make it work. They also understand the financial commitment. In short, they are prepared for this responsibility and determined to make it succeed.
Research Results
Benchmark
With a deeper understanding of caregiver's and adopter's pain points, I conducted benchmark research on rescue nonprofits and shelters with a digital presence to map their adoption processes through their forms and institutional pages.
Benchmark
Define
Satisfied with the insights and questions identified, I then moved on to defining and interpreting the research findings using an affinity map and clustering them into groups.
Affinity Map and Clustering
Based on the interview results, I grouped the responses into categories to visualize the volume of insights by theme. Then, for each category, I synthesized the problems and observations.
Affinity Map and Clusters
Define
Satisfied with the insights and questions identified, I then moved on to defining and interpreting the research findings using an affinity map and clustering them into groups.
Affinity Map and Clustering
Based on the interview results, I grouped the responses into categories to visualize the volume of insights by theme. Then, for each category, I synthesized the problems and observations.
Affinity Map and Clusters
Define
Satisfied with the insights and questions identified, I then moved on to defining and interpreting the research findings using an affinity map and clustering them into groups.
Affinity Map and Clustering
Based on the interview results, I grouped the responses into categories to visualize the volume of insights by theme. Then, for each category, I synthesized the problems and observations.
Affinity Map and Clusters
Define
Satisfied with the insights and questions identified, I then moved on to defining and interpreting the research findings using an affinity map and clustering them into groups.
Affinity Map and Clustering
Based on the interview results, I grouped the responses into categories to visualize the volume of insights by theme. Then, for each category, I synthesized the problems and observations.
Affinity Map and Clusters
Ideation & Design
With the problem nuances more clearly defined and after reviewing the briefing points, I moved into the ideation phase, formulating hypotheses for each of the questions.
How Might We
For each identified problem, I formulated solution hypotheses. Because some could address multiple issues, I highlighted the primary one and also presented the others as shown in the diagram. The first high‑impact opportunity would be to create a dedicated form to identify the ideal adopter, using psychological techniques such as reverse‑scored items, common in selection questionnaires. The second hypothesis would be to develop a landing page highly focused on conversion, clearly outlining the NGO's challenges and encouraging qualified candidates to apply.
How Might We Diagram
Sketches
Considering the challenge's timeline, I focused on drafting the landing page and the adopter screening form.
Sketches
Prototypes 1
Low-Fidelity Prototype
Prototypes 2
High-Fidelity Prototype
Ideation & Design
With the problem nuances more clearly defined and after reviewing the briefing points, I moved into the ideation phase, formulating hypotheses for each of the questions.
How Might We
For each identified problem, I formulated solution hypotheses. Because some could address multiple issues, I highlighted the primary one and also presented the others as shown in the diagram. The first high‑impact opportunity would be to create a dedicated form to identify the ideal adopter, using psychological techniques such as reverse‑scored items, common in selection questionnaires. The second hypothesis would be to develop a landing page highly focused on conversion, clearly outlining the NGO's challenges and encouraging qualified candidates to apply.
How Might We Diagram
Sketches
Considering the challenge's timeline, I focused on drafting the landing page and the adopter screening form.
Sketches
Prototypes 1
Low-Fidelity Prototype
Prototypes 2
High-Fidelity Prototype
Ideation & Design
With the problem nuances more clearly defined and after reviewing the briefing points, I moved into the ideation phase, formulating hypotheses for each of the questions.
How Might We
For each identified problem, I formulated solution hypotheses. Because some could address multiple issues, I highlighted the primary one and also presented the others as shown in the diagram. The first high‑impact opportunity would be to create a dedicated form to identify the ideal adopter, using psychological techniques such as reverse‑scored items, common in selection questionnaires. The second hypothesis would be to develop a landing page highly focused on conversion, clearly outlining the NGO's challenges and encouraging qualified candidates to apply.
How Might We Diagram
Sketches
Considering the challenge's timeline, I focused on drafting the landing page and the adopter screening form.
Sketches
Prototypes 1
Low-Fidelity Prototype
Prototypes 2
High-Fidelity Prototype
Ideation & Design
With the problem nuances more clearly defined and after reviewing the briefing points, I moved into the ideation phase, formulating hypotheses for each of the questions.
How Might We
For each identified problem, I formulated solution hypotheses. Because some could address multiple issues, I highlighted the primary one and also presented the others as shown in the diagram. The first high‑impact opportunity would be to create a dedicated form to identify the ideal adopter, using psychological techniques such as reverse‑scored items, common in selection questionnaires. The second hypothesis would be to develop a landing page highly focused on conversion, clearly outlining the NGO's challenges and encouraging qualified candidates to apply.
How Might We Diagram
Sketches
Considering the challenge's timeline, I focused on drafting the landing page and the adopter screening form.
Sketches
Prototypes 1
Low-Fidelity Prototype
Prototypes 2
High-Fidelity Prototype
Next Steps
To validate the hypotheses, the site and form would undergo concept, usability, and conversion testing.
Testing and Validation
With an interactive screening form, one option would be to develop a version of that form and invite a sample of experienced adopters, those who have adopted pets and never returned them, in order to map the characteristics of an ideal adopter. The same form could then be used with new candidate groups, such as people who have never owned pets and those who already have at least one, and their commitment to adoption would be tracked over time. Based on these results, the criteria could be continuously refined to reduce biases and improve the accuracy of selecting the best adopters.
For the landing page, an initial approach could be an emotional test (for example, a 5‑second test) to capture user's first impressions upon arriving. After making any necessary design revisions, conventional conversion‑rate tests could follow, targeting both adoption sign‑ups and inquiries through the form.
The form itself would be the top priority, since even an early functional version would address caregiver's biggest pain points, especially considering that interested candidates would already be coming from other channels like WhatsApp and Instagram.
Updates
Considering new technologies, I'm exploring options for developing the site and form using tools like Framer and Lovable.
Next Steps
To validate the hypotheses, the site and form would undergo concept, usability, and conversion testing.
Testing and Validation
With an interactive screening form, one option would be to develop a version of that form and invite a sample of experienced adopters, those who have adopted pets and never returned them, in order to map the characteristics of an ideal adopter. The same form could then be used with new candidate groups, such as people who have never owned pets and those who already have at least one, and their commitment to adoption would be tracked over time. Based on these results, the criteria could be continuously refined to reduce biases and improve the accuracy of selecting the best adopters.
For the landing page, an initial approach could be an emotional test (for example, a 5‑second test) to capture user's first impressions upon arriving. After making any necessary design revisions, conventional conversion‑rate tests could follow, targeting both adoption sign‑ups and inquiries through the form.
The form itself would be the top priority, since even an early functional version would address caregiver's biggest pain points, especially considering that interested candidates would already be coming from other channels like WhatsApp and Instagram.
Updates
Considering new technologies, I'm exploring options for developing the site and form using tools like Framer and Lovable.
Next Steps
To validate the hypotheses, the site and form would undergo concept, usability, and conversion testing.
Testing and Validation
With an interactive screening form, one option would be to develop a version of that form and invite a sample of experienced adopters, those who have adopted pets and never returned them, in order to map the characteristics of an ideal adopter. The same form could then be used with new candidate groups, such as people who have never owned pets and those who already have at least one, and their commitment to adoption would be tracked over time. Based on these results, the criteria could be continuously refined to reduce biases and improve the accuracy of selecting the best adopters.
For the landing page, an initial approach could be an emotional test (for example, a 5‑second test) to capture user's first impressions upon arriving. After making any necessary design revisions, conventional conversion‑rate tests could follow, targeting both adoption sign‑ups and inquiries through the form.
The form itself would be the top priority, since even an early functional version would address caregiver's biggest pain points, especially considering that interested candidates would already be coming from other channels like WhatsApp and Instagram.
Updates
Considering new technologies, I'm exploring options for developing the site and form using tools like Framer and Lovable.
Next Steps
To validate the hypotheses, the site and form would undergo concept, usability, and conversion testing.
Testing and Validation
With an interactive screening form, one option would be to develop a version of that form and invite a sample of experienced adopters, those who have adopted pets and never returned them, in order to map the characteristics of an ideal adopter. The same form could then be used with new candidate groups, such as people who have never owned pets and those who already have at least one, and their commitment to adoption would be tracked over time. Based on these results, the criteria could be continuously refined to reduce biases and improve the accuracy of selecting the best adopters.
For the landing page, an initial approach could be an emotional test (for example, a 5‑second test) to capture user's first impressions upon arriving. After making any necessary design revisions, conventional conversion‑rate tests could follow, targeting both adoption sign‑ups and inquiries through the form.
The form itself would be the top priority, since even an early functional version would address caregiver's biggest pain points, especially considering that interested candidates would already be coming from other channels like WhatsApp and Instagram.
Updates
Considering new technologies, I'm exploring options for developing the site and form using tools like Framer and Lovable.
Final thoughts
It was very rewarding to deepen my design process, especially during the research phase. The most important insight came from conversations with caregivers: it didn't matter how many people expressed interest or how many adoptions were completed, if an animal was returned, all the effort had to start over from scratch and it became even more difficult to find a new home. This insight revealed a rather counterintuitive understanding, since even a high‑conversion website or social media strategy might not effectively solve the problem.
Even with a limited timeframe, I suggested simple solutions, such as a pre‑screening form and closer follow‑up, which could be tested quickly to reduce these cases.
Final thoughts
It was very rewarding to deepen my design process, especially during the research phase. The most important insight came from conversations with caregivers: it didn't matter how many people expressed interest or how many adoptions were completed, if an animal was returned, all the effort had to start over from scratch and it became even more difficult to find a new home. This insight revealed a rather counterintuitive understanding, since even a high‑conversion website or social media strategy might not effectively solve the problem.
Even with a limited timeframe, I suggested simple solutions, such as a pre‑screening form and closer follow‑up, which could be tested quickly to reduce these cases.
Final thoughts
It was very rewarding to deepen my design process, especially during the research phase. The most important insight came from conversations with caregivers: it didn't matter how many people expressed interest or how many adoptions were completed, if an animal was returned, all the effort had to start over from scratch and it became even more difficult to find a new home. This insight revealed a rather counterintuitive understanding, since even a high‑conversion website or social media strategy might not effectively solve the problem.
Even with a limited timeframe, I suggested simple solutions, such as a pre‑screening form and closer follow‑up, which could be tested quickly to reduce these cases.
Final thoughts
It was very rewarding to deepen my design process, especially during the research phase. The most important insight came from conversations with caregivers: it didn't matter how many people expressed interest or how many adoptions were completed, if an animal was returned, all the effort had to start over from scratch and it became even more difficult to find a new home. This insight revealed a rather counterintuitive understanding, since even a high‑conversion website or social media strategy might not effectively solve the problem.
Even with a limited timeframe, I suggested simple solutions, such as a pre‑screening form and closer follow‑up, which could be tested quickly to reduce these cases.
Contact
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