Tanzania Conservation

Tanzania Conservation is a charity dedicated to the preservation of the big five game: elephant, lion, leopard, buffalo, and rhino. The images I created are a simple way of communicating the challenge.

I selected 6 websites, and analysed them for usability, functionality, accessibility, look and feel, personality, message, and communication.

I then performed an in‑depth SWOT analysis.

After completing the competitor analysis, I built an online survey. Based on the responses, I identified common pain points, which led me to the next step. The survey was a combination of multiple choice and satisfaction scales, with a chance to make comments at the end.

From the survey responses I created 3 user personas. I used them whenever I wanted to step out of myself and reconsider my initial ideas. Referencing the personas helped me to make quick design choices, ensuring that all foreseeable needs would be met.

From the survey responses I created 3 user personas. I used them whenever I wanted to step out of myself and reconsider my initial ideas. Referencing the personas helped me to make quick design choices, ensuring that all foreseeable needs would be met.

From the survey responses I created 3 user personas. I used them whenever I wanted to step out of myself and reconsider my initial ideas. Referencing the personas helped me to make quick design choices, ensuring that all foreseeable needs would be met.

I then created user journeys for each persona, to gain an accurate picture of what each one needed from the website.

I then created user journeys for each persona, to gain an accurate picture of what each one needed from the website.

I then created user journeys for each persona, to gain an accurate picture of what each one needed from the website.

Based on my research I sketched out ideas for the website.

Based on my research I sketched out ideas for the website.

I wanted the website to have a strong African flavour, and was influenced by the pictorial writing system of the Bantu people from southern Africa (credit: grapheine). The first icons I designed were fun but difficult to understand. User testing confirmed this, so I removed the icons and used a more legible font. The final navigation menu is highly rationalised, but retains some Bantu DNA.

I wanted the website to have a strong African flavour, and was influenced by the pictorial writing system of the Bantu people from southern Africa (credit: grapheine). The first icons I designed were fun but difficult to understand. User testing confirmed this, so I removed the icons and used a more legible font. The final navigation menu is highly rationalised, but retains some Bantu DNA.

I wanted the website to have a strong African flavour, and was influenced by the pictorial writing system of the Bantu people from southern Africa (credit: grapheine). The first icons I designed were fun but difficult to understand. User testing confirmed this, so I removed the icons and used a more legible font. The final navigation menu is highly rationalised, but retains some Bantu DNA.

I made wireframes to get a good idea of how the website would work, so that any problems could be highlighted before investing time in the final version.

I made wireframes to get a good idea of how the website would work, so that any problems could be highlighted before investing time in the final version.

I used the ‘How Might We’ method to generate solutions to pain points identified in my research.

The most common impairments affecting web use are: cognitive, hearing, neurological, and mobility (Mendes). Cognitive accessibility is improved ‘by simplifying language, providing clear navigation, and reducing distractions’ (56 Degrees). For neurodivergent people, overwhelm, confusion, and distraction should be prevented, and elements should be consistent (WCAG). There should be enough colour contrast for text, and labels and headings should offer clear direction (WCAG).

My goal was to create a visual identity that aligned with the values and message I’d identified. I used an earthy background, with bright foreground colours, influenced by the Tanzanian flag and Bantu symbols, for cards, images, and calls to action. Cards and buttons had a hand-made letterpress aesthetic.

My goal was to create a visual identity that aligned with the values and message I’d identified. I used an earthy background, with bright foreground colours, influenced by the Tanzanian flag and Bantu symbols, for cards, images, and calls to action. Cards and buttons had a hand-made letterpress aesthetic.

The prototype has a distinctive look and feel combined with clear, simple navigation and calls to action. The hero images slowly fade into the background, suggesting the animals’ vulnerability. Hovering over an image brings it to full colour and opacity, providing positive reinforcement.

A user can reach the payment screen in 2 clicks. The donation page has pre‑set payment amounts that give examples of what each amount can buy. The suggested amounts stand out as clear calls to action, and the ‘other ways to help’ button is handily located underneath the hero text.

The join page offers 3 clearly differentiated membership options, with increasing benefits.

I believe I succeeded in creating an attractive, distinctive website that’s easy to use, with clear and consistent options. It would be great to develop this project into a higher level prototype. There are plenty of ideas that could be developed, such as membership options, games, and corporate partnership possibilities. Read the process journal here.