Challenge
Address multiple user needs quickly, while increasing the professionalism and personality of the brand.
about cascade raptor center
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. You can see their ads around town and in area publications - their banners even greet you at the airport.
project intro
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.
Deliverables
Home Page
Blog Page
Blog Detail Page
Contact Page
About Page
+ Six Additional Pages
+ Custom Brand Graphics
ux exploration
Empathy-based exercises enable us to provide the Cascade Raptor Center with the best work we're capable of! In this phase, 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 and GOALS
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
- Provide clear information on hours, programs, volunteering, and donations for potential visitors
- Keep irrelevant information off the home page
- Avoid resembling competitors
- Maintain a professional tone and branding
- Create a more professionally branded site to reduce bounce rate
From these personas, we were able to work out a problem statement.
problem statement
As a visitor I want clear information on hours, programs, volunteering, and donation so that I can get involved.
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.
Additional Inspiration
With preliminary analysis complete, we can begin to make informed visual decisions.
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.
VIEW THE LIVE SITE HEREsee more work
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