World Vision
Simplifying Giving: Redesigning the checkout experience to boost donations and drive acquisition.
Role
UI/UX Designer
Services
UX Strategy, Optimisation
Year
2021 - 2022
Overview
As a global Christian children's charity committed to transforming lives through donations and sponsorships, our goal was to optimise the checkout experience to encourage generosity and reduce abandonment, aligning with our mission to achieve charitable objectives.
My contribution involved designing and implementing an improved checkout process using the new design system while adhering to best UX practices. This resulted in a 10% increase in user engagement with the checkout process.
The Story
The Problem
We assessed the existing checkout system and identified key user pain points that we could optimise:
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A vague progress bar left users uncertain about their checkout progress.
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Users were unable to view their donation details throughout, forcing them to restart the process to verify their contributions.
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The absence of trust and security indicators failed to reassure users about the safety of their payment information.
The Research
I conducted a competitive on 4 competitors to identity their strengths and weaknesses in using best ux practices for their checkout process.
Process
All have implemented a clear step-by-step process making it easier for users to follow donation flow.
Donation amount
Only two organisations allow users to update their donation amounts during the checkout.
Payment Options
Only 2 organisations provide multiple payment options giving users greater flexibility.
Trustworthy Visuals
Trust indicators or security visuals were present across all organisations except Plan UK
The Wireframe
Guided by a limited deadline, I then created a wireframe for the checkout process and collaborated with stakeholders to ensure alignment with business goals. The design incorporated competitor insights and best UX practices to deliver a user-friendly experience, streamlining the donation and purchasing journey for users.
The Solution
By enhancing the progress bar and providing multiple payment options improved navigation and offered users the freedom to select their preferred payment method. Additionally allowing users to see their donation details throughout the process and incorporating trust indicators helped establish confidence in the checkout process. This encouraged more users to complete their donations and ultimately increased user engagement.
The Redesign
Reflection
This project taught me how to quickly optimize while considering insights to ensure that the solution was both user-centric and aligned with business objectives.
The next step is to enable users to adjust their donation amount during the early stages of checkout and test how this impacts the average donation size.
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