UX/UI Case Study for Inclusive Landing Page

Petlify

Mission Statement: Petlify aims to revolutionize pet care by providing a comprehensive, user-friendly mobile app that helps pet owners manage and monitor their pets' health, activities, and overall well-being.

Vision: To become the leading digital solution for pet care, offering a seamless and enjoyable experience for pet owners worldwide.

Target Audience: The primary audience for Petlify includes pet owners of all demographics, with a focus on those who are tech-savvy and seek digital solutions for pet care. For this particular project, the target audience extends to LGBTQ+ pet owners and allies who value inclusivity and support from the brands they engage with.

In honor of Pride Month, I embarked on a mission to create a dedicated landing page celebrating inclusivity, diversity, and support for the LGBTQ+ community. Through this project, my goal was to create an inclusive and engaging landing page that celebrates Pride Month and demonstrates Petlify’s commitment to the LGBTQ+ community, fostering a sense of belonging and support for all pet owners.

The key problems that needed solving were:

• Representation: Ensuring that the landing page visually and contextually represents the LGBTQ+ community authentically and respectfully.
• Engagement: Creating content and interactive elements that engage users, encouraging them to participate and share their own stories and experiences.
• User Experience: Designing a user-friendly, accessible, and visually appealing landing page that aligns with Petlify’s brand identity and resonates with a diverse audience.

Specific Goals and Key Performance Indicators (KPIs) for the Pride Month Landing Page Project

Goals

1. Celebrate Pride Month and Demonstrate Support for the LGBTQ+ Community:

• Create a visually appealing and vibrant landing page that honors Pride Month.

1. Enhance Representation and Inclusivity:

• Authentically represent the diversity within the LGBTQ+ community.
• Foster a sense of belonging and acceptance for LGBTQ+ pet owners.

1. Promote Engagement and User Participation:

• Collect user-generated content, such as stories and photos.

1. Ensure Accessibility and User-Friendly Experience:

• Design a landing page that is accessible to all users, regardless of abilities.

1. Build a Sense of Community and Belonging:

• Create a space where users can connect and share experiences.
• Feature community stories and testimonials from LGBTQ+ pet owners.

Key Performance Indicators (KPIs)

To measure the success of the Pride Month landing page, we identified the following KPIs:

1. Page Views and Unique Visitors: Measure the number of visitors to the landing page.
2. Engagement Rate: Monitor the average time spent on the page.
3. User-Generated Content: Measure the use of the campaign hashtag on social media.
4. Conversion Rate: Monitor downloads of the application and sign-ups for newsletters.
5. Accessibility Compliance: Ensure the landing page meets accessibility standards (e.g., WCAG 2.1).

Social Media Metrics: Track shares, likes, and comments on social media content promoting the page.