About the Project
The Arizona Department of Child Safety (DCS) required an overhaul of their landing page to assist parents in the foster and adoption process. The aim was to create a seamless orientation process for potential guardians, making it easier to understand and engage with fostering and adoption agencies.
Challenges
A key challenge was managing multiple objectives: gathering user information, providing orientation, and efficiently matching users with agencies, all while maintaining an intuitive user experience.
Role and Approach
Leading the design efforts, I executed detailed data analytics and user behavior research. This included stakeholder interviews and leveraging tools like Google Analytics and HotJar for insights.
Solution
The solution was a multi-faceted redesign of the landing page. We delivered comprehensive user journey mapping, wireframes, and full prototypes. The redesigned page featured a streamlined orientation process with an initial soft lead form to collect user preferences. Users then engaged with educational content through videos and quizzes, with an option to read video transcripts, enhancing accessibility. Design practices like a clear progress bar, responsive and stylish UI, color theory application, natural language forms, and engaging loading animations were employed to elevate the user experience.
Results
The redesign led to a 200% increase in fostering and adoption leads, an 18% conversion rate on the lead form, and 25% of users completing the process, indicating a user-friendly and effective design. Positive feedback from DCS and agency stakeholders highlighted the increase in leads and adoptions and the ease of user completion.
