Enhancing the Mobile Donation Flow: Optimizing User Experience for Increased Donations and Engagement
CLIENT
Hjerteforeningen, Aug 2020 – Feb 2021
MY ROLE
UX Designer: Review, Wireframes & Mockups
Challenge
Hjerteforeningen faced issues with users dropping off during donations while aiming to increase donations and memberships. My task was to redesign the donation process, making it smoother and more aligned with business goals.
"We had not thought that we would have a UX designer associated with the project originally, but it just made so much sense after we pitched Rikke's take on the task. It was incredibly rewarding to work with someone who could put perspective on the task that we had never thought of.
I experience Rikke as an incredibly hardworking, passionate and committed to the project. It felt like having an extra colleague, but at the same time having someone good at seeing things from the outside and questioning the processes. She has been a huge resource for Hjerteforeningen."
Amanda Kragh-Jacobsen, Webcoordinator at Hjerteforeningen
Improving user flow with practical changes
To tackle this, I reviewed the design to find the areas causing problems. I looked at everything from consistency to user guidance. I collected my findings and turned them into wireframes, offering actionable solutions.
Simplifying donations by reducing hurdles
I dissected the existing process to focus on what matters most. I redesigned the flow, gathering only essential donation-related info. I made sure users could access donation details and Hjerteforeningen info easily, minimizing any distractions.
Some of the key changes that were made was:
– Only asking the user about information that is crucial to make a donation. Minimizing the step from A-Z will enhance the change for a user to complete a donation without any drop-outs.
– Removing all friction from the flow. Every noisy element that does not help or guide the user in any way to complete the goal of making a donation. Therefore making sure that everything is consistent and recognizable throughout the flow is a key usability measure.
Examples of the new design
I continued refining the donation flow and collaborated with the client to ensure our vision aligned. This practical approach not only improved usability but also bridged design improvements with Hjerteforeningen's goals.
