Catadelphia

Revamping Catadelphia, a non-profit organization's information architecture for better SEO and visibility.

Context

Catadelphia is a nonprofit dedicated to reducing Philadelphia’s feral and stray cat population through humane service they offer called Trap-Neuter-Return (TNR). Catadelphia's website isn't doing a great job conveying it to the users since it lacks a clear structure and has poor SEO results.

For a non-profit that heavily relies on community to take action, lacking these information directly effects them. The aim is to revamp the information architecture of the website to reflect user's intent or needs to increase visibility.

Timeline

3 Months

Industry

Non-Profit Organization

Role

UX Designer

Tools

Figma, FigJam, Maze

Impact

13% hike in SEO Discovery

Type

Website

What are we looking at?

Catadelphia lacks clear explanations of its core services, including where cats could be spayed or neutered, how Trap-Neuter-Return works, and how the organization supports safe trapping. There is also no clear way to donate or volunteer, nor any visibility into the impact of community contributions.

How is it tackled?

This approach focuses on removing confusion and making Catadelphia’s services easy to understand and find. By aligning site structure with real user needs and clearly surfacing ways to take action amplifies Catadelphia’s impact.

Clarify Core Services

Clearly define what Catadelphia offers TNR, spay/neuter locations, trap lending, and workshops using plain language and consistent labels.

Rebuild Around User Intent

Restructure navigation and sitemap based on what users need to do on the website like finding information to fix a cat or borrow traps.

Surface Ways to Get Involved

Make donating, volunteering, and fundraising visible and actionable, with clear CTAs and basic impact context.

Improve Discoverability & Scale

Optimize page structure and content hierarchy to support SEO, helping users find Catadelphia’s services when they need them most.

Before Vs After

This comparison highlights the existing website experience and the opportunity to better communicate Catadelphia’s mission, services, and community impact.