AfA Coalition

A scenic sunset background featuring a pagoda with a laptop and smartphone in the foreground displaying a website for Asia For Animals Coalition. The website claims to be the world's largest network of animal advocacy and protection organizations.

UI/UX

No-Code Development

INTRODUCTION AND GOAL

Asia for Animals (AfA) needed more than a website refresh—they needed a unifying digital presence that could inspire global donors, unify Network Member Organizations, and reflect the urgency of their cause.

Our goal: create a platform that’s visually arresting, culturally fluent, and donation-focused.

RESEARCH PHASE

Competitive Analysis: Assessed heavyweights like WWF and ASPCA to identify best-in-class donation flows, impactful branding, and transparent messaging..

Website Metrics: Identified traffic growth opportunities, major visitor geographies, and engagement trends.

User Surveys: Surveys revealed repeated pain points: labyrinthine navigation and insufficient mission clarity. In a world of short attention spans, AfA’s story had to surface in seconds.

IDEATION PHASE

We mapped user journeys that prioritized the “News” and “Donate” touchpoints. Our wireframes aimed to instantly convey AfA’s mission and ensure potential donors felt emotionally connected and empowered to act.

A flowchart titled "AfA User Journey Map" illustrating the user journey for asiaforanimals.com. It includes steps like visiting the website, exploring resources, reading about animal welfare, signing up for a newsletter, donating, filling out volunteer forms, attending orientations, and engaging with the community. There are decision points for volunteering and learning more, with paths for providing feedback, resolving issues, and continuing browsing.

DESIGN PHASE

Visual Cues: A refined palette anchored in calm neutrals allowed mission-focused visuals to shine. Subtle “Kung Fu Panda”-inspired accents brought a touch of cultural familiarity, without cliché.

Empathetic Layouts: Decluttered pages direct attention to donation prompts, volunteer calls to action, and crucial membership resources.

Prototype Validation: User tests showed an immediate, more intuitive path to the brand’s core offerings.

Design system for "Asia For Animals" showcasing fonts, font sizes, colors, button styles, and spacing guidelines. Includes use of "Lato" font, primary and secondary color palettes, and various button layouts.
Wireframe design of a webpage layout featuring a header with navigation links, a main title with placeholder text and a button, and multiple sections labeled "Title H2" with placeholders for images and text blocks.
Wireframe of a webpage layout with navigation menu, titles, placeholder images, and lorem ipsum text.

FINAL PRODUCT AND OUTCOME

+66% Increase in Site Sessions: Seamless navigation and emotive hero imagery invite exploration.

Reduced Bounce Rate: A cohesive brand narrative and straightforward user flows keep visitors engaged.

Global Resonance: Sensitivity to cultural nuances positions AfA as a truly universal cause.

CONCLUSION

AfA Coalition’s transformation proves that design empathy plus global perspective equals amplified impact—cultivating new donors and broadening awareness across continents.