Home Made
White Label UX Conversion Funnel
My Role - Design, UX
UX Design Process
1.Analysing the Journey
I began with a thorough audit of the previous donation flows, identifying where users were hesitating or dropping off. This analysis helped pinpoint key friction points and areas lacking clarity or motivation
2. Rapid Ideation
Using quick, low-fidelity sketches, I explored multiple ways to reduce cognitive load and make the donation process feel faster, easier, and more emotionally compelling for users.
3. Structural Design
Next, I translated the strongest concepts into unbranded wireframes. This allowed the team to focus solely on user experience and functionality, free from the influence of visual style or colour.
4. Brand Integration
Once the structure was validated, I applied the distinctive branding of both DEC and Children in Need. This ensured a seamless, familiar user experience that was emotionally aligned with each campaign’s purpose.
Results
↑ 3% Conversion Increase
The redesigned donation flows were implemented in the 2016 Children in Need live campaign and achieved a measurable 3% uplift in conversion rate. A strong return for a UX-led intervention.
£300,000 Additional Donations
That 3% increase translated into approximately £300,000 in extra donations during the campaign window, demonstrating how thoughtful UX improvements can directly influence real-world outcomes.
Children In Need
The redesigned UX journey for Children In Need in 2016 resulted in a remarkable ≈ 3% increase in conversions, translating to an approximate financial uplift of £300,000. This tangible outcome underscores the significant positive impact of strategic UX enhancements on campaign success.
DEC
For the past two DEC campaigns, I implemented a streamlined UX design, condensing the user journey from three pages to two. This modification has led to a substantial increase in conversions, signifying the effectiveness of the new design in driving positive outcomes for DEC campaigns.
DEC Widget
The DEC widget simplifies the donation process by consolidating everything into one place, eliminating the need to scroll for a more efficient and seamless user experience.
