Freedom K9 Project
The Freedom K9 Project is a 100% volunteer-run 501(c)3 nonprofit organization that advocates for victims of sex trafficking and domestic abuse survivors by training service dogs and educating the public about PTSD.
They are the first U.S. organization that trains service dogs specifically for those with PTSD.
Analyzing the Data
After finalizing the brand guide, I proceeded to analyze the device data to gain a deeper understanding of how users were engaging with the website. This analysis yielded valuable insights into the screen size that holds the utmost relevance for the users. Despite mobile being the preferred device among users, I ensured that the screens are optimized for any screen size, regardless of the device used.
By analyzing the most frequently visited pages on the website, I gained valuable insights into the priorities of the majority of users visiting the site. Armed with this data, I dedicated extra attention to optimizing these pages, aiming to provide users with a seamless and satisfying browsing experience.
Upon reviewing the overall user data of the website, I extracted key metrics such as the monthly user count, the average number of pages visited per user, the depth of scrolling on a page, and the average active viewing time spent on the content. The insight I gained was that placing the most critical content and messages above 50% of the page ensures they are prominently visible to the user. I have applied this knowledge while updating the individual screens to enhance their effectiveness.
In order to minimize visual distractions that diverted the user's attention from the donation call-to-action, I chose a single banner image with a clean white background that focuses solely on the donation text. This consistent secondary screen layout aligns perfectly with the brand guide.
Dogs in Training
In line with the approach taken for the donation page, I also reduced visual distractions in the background to ensure the user's attention remains on learning about the dogs in training. Initially, the page featured two dogs, but the large text made the page excessively long, causing visitors to miss the story for the second dog. To address this, I simplified the page, maintaining a consistent secondary screen layout with all relevant information placed at the top of the screen, readily accessible to the users.
The previous About page had an issue where the graphic depicting the organization's structure was cropped, making it challenging for visitors to read it entirely. Additionally, the black banner in the banner section was inconsistent with the rest of the website's screens.