ASPCApro and breaking the cycle of redesigns

ASPCA serves many diverse audiences. Among them are the users of ASPCApro, animal welfare professionals—veterinarians, shelter workers, equine rescue workers, law enforcement workers, etc.—who come to ASPCA seeking searchable resources, online continuing education and professional development, and community conversations.

Our Work Together

Capellic and Echo&Co began working with ASPCA in 2014 to conduct user research, develop a revised digital experience and product strategy for ASPCApro, and iteratively enhance the content, design, features, and platform.

We used discovery and research to define a digital vision, strategy, and roadmap that aligned the digital experience of ASPCApro to ASPCA’s approach, service model, and strategic goals. We launched iterative site improvements between 2015-2017, and a major version release in 2017.

In 2019, we collaborated on updating the ASPCApro product roadmap to align it with ASPCA’s theory of change and strategic goals. As part of this work we:

• Improved the search experience, including smart filtering.
• Focused identity and position on research and innovation.
• Following ASPCA’s acquisition of the Humane Alliance, created a roadmap and plan for consolidating the Humane Alliance content into the ASPCApro site.
• Defined new editorial and authoring workflows, with supportive structures embedded into the Drupal CMS.

Results

During our work together, the ASPCApro team increased its internal knowledge and capacity in product strategy, content strategy, information architecture, user experience design, and performance measurement and reporting. They transformed from the inside-out, gaining the skills they need to be a best-in-class digital team. We helped them with staffing, training, and governance models to ensure the long-term success and sustainability of their work.