Cascade Raptor Case Study

Multi-Page Website Redesign

The Cascades Raptor Center is a nature center and wildlife hospital in Eugene, Oregon that specializes in raptor rehabilitation and public education. The center is a fixture in the community - their banners even greet you at the airport.

Building on a previous branding project, I redesigned the Cascade Raptor Center's site to communicate their different services more clearly and better facilitate business goals.

Work shown was executed by myself, from sketches to Webflow. I used a UI library for components, which I modified heavily, and I sourced photos from Adobe Stock which I treated for brand voice.

User Research

I analyzed the experience of visiting a conservation center, enumerating the pains and goals of the user. I built out user personas that helped me keep in mind the needs of site users. These techniques provided anchor points for me on my journey to a solution.

Pain Points

Analyzing the current site with my user's needs in mind made pain points apparent. Upon analysis, my priorities would be:

Design for multiple user types

Address hierarchy issues, remove irrelevant content

Inform users on hours, programs, volunteering, and donations

Maintain professional tone and branding

Competitive Analysis

In pursuit of a solution, I conducted a competitive analysis. In doing so, I noticed techniques that would help my client as well as some to avoid.

Teton Raptor Center

Strengths

The layout is simple and scannable

Categories creep above the fold

Weaknesses

While the muted, neutrals are appropriately earthy for a nature themed business, the visual presence could call more attention

Opportunities

Very succinct phrases here are accomplishing much of what our client is looking to do. This site is a proof of concept, simplifying content and spreading it over a wider area

Branding Exploration

In a previous branding project, I styled the assets of the Cascade Raptor Center to resonate with its target audience and reflect the awe-inpiring traits of birds of prey.

I focused on pushing the personality of the brand, while ensuring that it remains enjoyable and approachable, especially for families.

I selected three typefaces that could speak to every corner of this audience:

Above: To showcase the new direction of brand personality, I developed a typographic pattern that is expressive, engaging, and in some sections educational.

Below: Further demonstrating the range of the new brand voice, I created a social media campaign based on the surprising and uncanny abilities of raptors.

Lo-Fi Diagrams

With plenty of user information and design inspiration in mind, I sat down with a sketchbook.

From the beginning, I envisioned large, possibly moving, elements that personify these dynamic creatures.

Into Software

After my wireframes were complete, I hopped into Webflow. I chose to use a UI library, and took advantage of the platform CMS to quickly build content.