TEAM

Solo Project

EXPERTISE

UX/UI Design

UX Research

User Testing

TOOLKIT

Figma
Photoshop



Illustrator



After Effects

TIMELINE

7 weeks

TEAM

TEAM

TEAM

Solo Project

Solo Project

Solo Project

EXPERTISE

EXPERTISE

EXPERTISE

UX/UI Design

Art Direction

UX/UI Design

Art Direction

UX/UI Design

Art Direction

TOOLKIT

TOOLKIT

TOOLKIT

Figma
Photoshop



Illustrator



After Effects

Figma
Photoshop



Illustrator



After Effects

Figma
Photoshop



Illustrator



After Effects

TIMELINE

TIMELINE

TIMELINE

5 weeks

5 weeks

5 weeks

OVERVIEW

BACKGROUND

Seafarer is a whale conservancy focused on education and action. The organization’s goal was to create an online presence and increase number of monthly donations made to them.

PROBLEM

Some 300,000 whales and dolphins are killed each year due to industrial and illegal fishing. Seafarer has identified that there is a lack of awareness and empathy around whale conservation and how to best give to the cause, if at all.

BACKGROUND

Seafarer is a whale conservancy focused on education and action. The organization’s goal was to create an online presence and increase number of monthly donations made to them.

PROBLEM

Some 300,000 whales and dolphins are killed each year due to industrial and illegal fishing. Seafarer has identified that there is a lack of awareness and empathy around whale conservation and how to best give to the cause, if at all.

OVERVIEW

OVERVIEW

OVERVIEW

BACKGROUND

BACKGROUND

BACKGROUND

Seafarer is a whale conservancy focused on education and action. The organization needs a way to help people learn about whales and how to donate to the cause. Seafarer’s primary target users include adults who are concerned with conservation of whale populations and would like to learn more about what they can do to help and how to donate.

Seafarer is a whale conservancy focused on education and action. The organization’s goal was to create an online presence and increase number of monthly donations made to them.

Seafarer is a whale conservancy focused on education and action. The organization’s goal was to create an online presence and increase number of monthly donations made to them.

PROBLEM

PROBLEM

PROBLEM

Some 300,000 whales and dolphins are killed each year due to industrial and illegal fishing. Seafarer has identified the lack of general knowledge about whales, whaling, and how to give to the cause as crucial impacts for whale conservation.

Some 300,000 whales and dolphins are killed each year due to industrial and illegal fishing. Seafarer has identified that there is a lack of awareness and empathy around whale conservation and how to best give to the cause, if at all.

Some 300,000 whales and dolphins are killed each year due to industrial and illegal fishing. Seafarer has identified that there is a lack of awareness and empathy around whale conservation and how to best give to the cause, if at all.

SOLUTION

SEAFARER WEBSITE AND APP CONCEPTION

Design a responsive website that would make education on the topic of whale conservation stimulating and easily accessible, and also, seamlessly guide users through how to donate to the cause.

PROCESS

PAIN POINTS

I used data on whale conservancy to develop interview questions, which were then used to conduct user interviews.


Results showed that most participants reported not knowing about how whale populations were affected through industrial and illegal fishing and feeling badly about declining whale population after finding out. However, they didn’t actively try to find ways to engage with the topic further due to a lack of stimulating educational resources, information overload, and a lack of personal time.


There is a disconnect in how helping whales impacts people's livelihoods, so how might we get users to care and engage with whale conservation, and how might we empower the user to FEEL like they're making a difference?

1

EDUCATION

Users need easy-to-access means of educating themselves on the subject of whale conservancy and on how they can help

2

TIME

Users need fast and easy means of educating themselves and on guiding and educating others on the subject of whale conservation and on how they can help

MEET THE USERS

Using the answers and data from the interviews and competitive audit, I created a persona reflective of our typical user, to better empathize with them. From interviews, I noticed two commonalities: individuals need to be able to connect more emotionally and want to know how to best focus their efforts.

June, 22

”Through education and giving back, I believe I can help make a difference in saving whales!”


June is a recent college graduate who wants to learn more about how to become educated and donate to whale conservation because they want to help the declining whale populations.

June, 22

”Through education and giving back, I believe I can help make a difference in saving whales!”


June is a recent college graduate who wants to learn more about how to become educated and donate to whale conservation because they want to help the declining whale populations.

June, 22

”Through education and giving back, I believe I can help make a difference in saving whales!”


June is a recent college graduate who wants to learn more about how to become educated and donate to whale conservation because they want to help the declining whale populations.

June, 22

”Through education and giving back, I believe I can help make a difference in saving whales!”


June is a recent college graduate who wants to learn more about how to become educated and donate to whale conservation because they want to help the declining whale populations.

Talisen, 45

"I want to help these majestic creatures, because losing them would have huge consequences on the ocean’s ecosystem.“


Talisen is a marine biologist who wants to educate people on the topic of whale conservation and on how they can help the cause because he wants to help the declining whale populations and budgeting for the cause is tight.

Talisen, 45

"I want to help these majestic creatures, because losing them would have huge consequences on the ocean’s ecosystem.“


Talisen is a marine biologist who wants to educate people on the topic of whale conservation and on how they can help the cause because he wants to help the declining whale populations and budgeting for the cause is tight.

Talisen, 45

"I want to help these majestic creatures, because losing them would have huge consequences on the ocean’s ecosystem.“


Talisen is a marine biologist who wants to educate people on the topic of whale conservation and on how they can help the cause because he wants to help the declining whale populations and budgeting for the cause is tight.

Talisen, 45

"I want to help these majestic creatures, because losing them would have huge consequences on the ocean’s ecosystem.“


Talisen is a marine biologist who wants to educate people on the topic of whale conservation and on how they can help the cause because he wants to help the declining whale populations and budgeting for the cause is tight.

COMPETITIVE ANALYSIS

I looked at 10+ indirect and direct competitors’ websites in comparison to Seafarer, including other whale conservancies and aquariums. I noticed while features between competitors were very similar, the main differences that were noticed were:


  • Easily Accessible vs Hardly Accessible

  • Cluttered Display of Information vs Simple Display of Information

  • Loud/Distracting Interface vs Minimalist Interface

Accessible

Cluttered

Distracting

Accessible

Accessible

Accessible

Cluttered

Cluttered

Cluttered

Distracting

Distracting

Distracting

LOW-FIDELITY PROTOTYPE

To prepare for usability testing, I created a low-fidelity prototype that connected the user flow of donating through the Seafarer mobile website.

PARAMETERS

Study Type: Moderated

Location: United States, remote

Participants: 5 participants

Length: 10-15 minutes

Study Type: Moderated

Location: United States, remote

Participants: 5 participants

Length: 10-15 minutes

FINDINGS

1

Ways to donate

People want easy access to more ways to donate to whale conservation

2

Educational sections

People wanted more sections on whale conservation education/news, scrollable on the home page

3

Language

People needed a way to educate themselves in their own languages

HIGH-FIDELITY MOCKUPS

The high-fidelity prototype followed the same user flow as the low-fidelity prototype, including design changes made after the usability study.

ACCESSIBILITY CONSIDERATIONS

1

Alternative Text

Clear labels for interactive elements that can be read by screen readers

2

Language

Inclusion of the globe icon for a language menu, translating the website into different languages for non-English speakers

HIGH-FIDELITY PROTOTYPE

REFLECTIONS

TAILORED UNDERSTANDING

You need to have a deep understanding of your users and develop tailored solutions for them. In order to have meaningful engagement in this field, you need to tap into people's humanities and bring in emotion as part of the experience.

PRIORITIZATION

When dealing with an overwhelming amount of routes you can go in, you've got to be able to be agile and prioritize to respond to the situation quickly. Otherwise, you risk missing out on reaching the right person at the right time.