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How can the digital transformation process and creative leadership increase charity donations for ActionAid UK?

With stronger UX, a refreshed design system and a focus on clearly connecting the charity’s purpose with opportunities for users to donate, I was able to increase digital donations. View the impact or jump to designs.

Before & after homepage

ActionAid UK wanted to improve the performance of their website with a goal of increasing online donations.

Action Aid’s initial challenge was organisational: they faced a preconception that the web in general is simply not a good driver for donations (in comparison to direct mail performance).

I more clearly defined their personas to focus the digital department on a subset of users who were more likely to donate online. With existing data, I mapped journeys to better identify engaged users and expose them to the possibility of donations earlier and more frequently. This had to be done in a more sensitive way than in traditional e-commerce settings.

I created a new design system to align with their updated branding, using atomic design principles, working closely with developers and the legal team, to build & launch the site. Specific UX and design changes were tested in order to strengthen connections between what ActionAid’s charitable objectives with more customised opportunities to donate.

Mobile screens
Blog with pullout CTAs