Client
UK Charities
Agency
Home Made
Client Brief
Look at the donation flow of UK charities and create several iterations which can be used as white lable templates.
My Role
UX Design
UI Design
Outcomes
↑ 3% Conversion Increase uplift for Children in Need live campaign, adding about £300,000 in donations.
For two DEC campaigns the journey was shortened from three pages to two and conversions increased.
A new DEC widget consolidated key actions in one place and made the experience faster and more seamless.
UX 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.
5. Testing
We validated the navigation through guerrilla testing, grabbing people quickly in real-world contexts and asking them to complete a simple task. This gave us fast, honest reactions and helped confirm the system’s clarity without needing a full research setup.
UI Design
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.
