Research, Strategy, UX UI, Content & Handoff
Proteus
Website Redesign
Location
Loughborough
role
UX UI
Year
2025
Services
Digital Product
[ Project overview ]
A family friendly app supporting reptile rescue, rehab and adoption by improving education, access and emotional connection.
problem
Adopting a reptile is a complex process, especially for families with children. Prospective owners struggle to find reliable information creating uncertainty and missed opportunities to connect with the animal.
insight
42% more reptiles were surrendered than adopted in 2024 due to unexpected challenges and changes. It's important for families to know the requirements of each species before getting a reptile as a pet (BBC, 2024). And yet there's no longterm solution.
the starting point | stakeholder interview
Interviewing the stakeholder helped me figure out their customers and pain points. With two audiences, young families and gothic art fans, I aimed for a style that is friendly without being childish. Since this was an evolution of Proteus, consistency came first, and every decision was tied back to whether it would make someone feel connected enough to give.
▪ Outdated, messy website. Many parts are missing, misaligned, or confusing, and the UI lacks consistency from page to page.
▪ Branding needs reworking. The current identity feels disjointed and needs a refresh to bring the experience together.
▪ No emotional connection. For such an impactful cause, the messaging doesn’t spark a reaction, so it needs to be stronger and more compelling.
competitor research
heuristic evaluation
The Proteus website breaks several usability heuristics. It lacks visual consistency, with mismatched fonts, colours and layouts from section to section.
qualitative and quantitative research
personas
ideating
user journey
low fidelity
mid fidelity
final screens
extra touchpoints
