USPCA
Website Design · UX/UI Design · Figma
An impactful new website for USPCA that captures their personality and encourages user engagement
Founded in 1836, the Ulster Society for the Prevention of Cruelty to Animals (USPCA) is the world’s second-oldest animal welfare charity. Based in Newry, Northern Ireland, USPCA is dedicated to preventing cruelty to animals.
USPCA approached us seeking more than just a modernised website with improved UX and simplified user journeys - but a digital presence that truly reflected the passion and dedication of their organisation. I was design lead for this project, taking it from initial research and discovery through to final design.
The USPCA's site was an exciting opportunity for a full redesign - with the nature of their work, I knew we could push the boat out visually, to create a platform that not only advocates for animals, but celebrates them.
Improvements were needed in usability, accessibility, and navigation. Clearer homepage signposting and more intuitive user journeys were essential to help visitors quickly access key information and services. Greater visibility was also required for the range of USPCA’s work - from rehoming and wildlife rescue to cruelty investigations and campaigning. Donations and memberships are critical to USPC's ability to carry out their work, so call to actions to encourage users to give and get involved would be crucial, as well as transparency about just what impact it would have for the animals they help.
The result is a website that places animals - and the people who care about them - at its heart. The visual approach is bold and engaging, while always prioritising strong UX principles and accessibility.
A clearer, restructured navigation and improved homepage signposting help users find what they need more quickly. We also introduced more visibility around the different ways users can support the USPCA, encouraging engagement and increased donations.
Since launch, we’ve continued to support the team with ongoing enhancements, including further design and development of their booking systems, with plans to introduce an integrated e-commerce platform in the future.
