WORK— RSPCA

RSPCA

Redesigned RSPCA Australia’s KnowledgeBase

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Year

2025

Timeline

7 Weeks

Goal

The RSPCA is Australia’s leading animal welfare charity. However, their Knowledge Base (KB) functioned more as a static archive than a dynamic resource. The mission was to transform this "encyclopedia" into a user-centric digital ecosystem that empowers pet owners and animal lovers with actionable, trustworthy advice.

Result

I have organized the necessary redesign features into three critical focus areas: - Authority Building trust by including the About Author Card and a Fact-Checked Label on articles. - Navigation Ensuring effortless exploration with Filter/Sort By options, a Floating "Top" Button for long articles, and Side-by-Side Nav to clearly connect the KB and the main site. - Seamless Discovery Driving deeper engagement through AI Summaries, Interactive Quizzes, and a Newsletter Subscription option.

Strategic Reframing (The "What-How-Why")

Instead of a simple UI update, I started by reframing the project's core purpose: - What: Establish RSPCA as the leading, authoritative source of truth. - How: Through intuitive navigation and guided visual storytelling. - Why: To build a platform that users feel is "worth exploring" and inherently "trustworthy."

Market Research & Competitor Benchmarking

I analyzed the current landscape of animal welfare platforms. - Insight: Many sites (like World Animal Protection) focus on active campaigning, while others (like Animal Welfare Toolbox) focus on raw data. - Opportunity: I identified a gap for a "Hybrid Hub" that combines high-level authority with a friendly, consumer-facing UX.

Defining the "Three Lenses" (Design Principles)

To guide the redesign, I established three fundamental pillars: - Authority: Showing expertise through verified labels and author credentials. - Navigation: Ensuring the user never feels lost, regardless of the device. - Seamless Discovery: Encouraging "Information Grazing" where users naturally move from one topic to the next.

Home & Navigation

- Folder/Tab-Style Menu: Implemented a dual-navigation system for seamless switching between the main RSPCA site and the Knowledge Base. - Clear Introduction: Added a distinct KB introduction and kept the search function visible for instant utility.

Information Architecture (IA) Overhaul

I restructured the content hierarchy to prioritize Scannability. - Outcome: Implemented an icon-based grid system for the homepage and a clear "Document Type" tagging system (Video, Article, PDF). - Impact: This allows users to filter content based on their preferred learning style and urgency.

Advanced Drop-Down Menu

- Accessibility: Ensured the search page can be accessed from any point in the user journey. - Engagement Hooks: Integrated the Quiz feature and links to the Adoption page directly within the navigation to drive user action.

Optimized Search & Filtering

- Customisable Category View: Users can now sort results by "Newest," "Most Popular," or "Recommended" based on their personal priorities. - Downloadable Documents: Included visual previews of PDF reports so users understand the format and content before downloading.

Article Scannability

- Quick Access: Added clickable table of contents for direct navigation within long-form articles. - AI-Generated Summaries: Introduced short AI summaries and a floating "Top" button to significantly improve scannability on mobile devices.

Building Trust & Engagement, Gamified Learning & Future Impact

- Authority Badges: Included expert verification badges and "Estimated Read Time" to set clear user expectations. - Author Profiles: Added a dedicated section for authors to add a human, trustworthy touch to the scientific information. - Mini Quizzes: Embedded interactive quizzes at the end of articles to test knowledge and encourage deeper engagement with the content. - Expected Outcome: A more connected, educated, and loyal RSPCA community, better equipped to provide high-quality care for animals across Australia.