Problem

The previous Giving Form created unnecessary friction for donors: unclear hierarchy, multiple decisions on the same screen, confusing recurring options, and ambiguous fee-cover explanations. Donation drop-offs were high, admins struggled to customize the experience cleanly, and the form’s design no longer aligned with modern mobile checkout patterns.

Approach

I audited the existing flow and mapped the donor’s decision sequence to identify areas of cognitive load. Using benchmarks from top donation and checkout experiences, I restructured the form into a linear, single-path flow: amount → fund → frequency → fee-cover → payment → confirmation. Designed lean, mobile-first screens with simplified choices, improved copy, and clearer trust signals. Worked closely with PM and engineering to address payment provider constraints, recurring logic, and admin customization needs. Multiple prototypes and internal donor tests refined the hierarchy, edge-cases, and interactions.

Result

The new Giving Form dramatically simplifies the donation experience, reducing friction and improving clarity at each decision point. Donors now complete gifts faster and with more confidence thanks to intuitive presets, transparent recurring/fee options, and modernized payment entry. Admins gain a cleaner, more flexible form foundation that supports future enhancements like multi-fund giving, suggested amounts, and saved payment methods. The redesign strengthens donor trust and improves overall conversion across mobile and web.