Company:
Fundraise Up
Year:
2021 – 2024
Type:
B2C
Overview
A complete redesign and evolution of the company's core product—the payment widget Checkout Modal. This is the critical touchpoint between donors and nonprofits, processing millions of transactions. The product combines user simplicity, advanced technology, and deep customization capabilities for organizations.
Before redesign
After redesign
Challenge
In 2021, we faced a scalability challenge. The legacy checkout version had technical limitations that slowed down the adoption of new features and payment methods.
The main challenge was finding the right balance between functionality and simplicity:
Accommodating a growing number of features (Tributes, Designations, Upsell, Crypto, Stocks) within the limited space of a modal window without overloading the interface.
Ensuring flawless UX on mobile devices, where over 50% of donations occur.
Migrating to a new architecture (Checkout 2.0) without negatively impacting conversion rates.
My Role
As a Senior Product Designer, I led the design process for the checkout update. I was responsible for:
End-to-end UX/UI design for all key scenarios (One-time, Recurring, Upsell, Crypto).
Creating a robust design system for the checkout that supports responsiveness and localization (20+ languages, 135+ currencies).
Generating and validating hypotheses through rigorous A/B testing.
Outcome
We created a "Best-in-class" donation experience that significantly exceeds market standards:
Conversion Rate (CR): Maintained a donation conversion rate of ~32%, which is nearly 3x higher than the industry average (11%).
Radical Screen Order Experiment: Redesigned the UX flow by moving the payment method selection to the end of the process. This resulted in a +2.5% conversion uplift, driving an additional ~$5.8M in processing volume. View more
Recurring Revenue Growth:
Implemented Pre-donation upsell, which now generates 17.4% of all new recurring plans.
Post-donation upsell contributes up to 2% additional revenue and generates 12.6% of new recurring plans.
High-Value Donations: Integrated Crypto donations, enabling the acceptance of gifts averaging ~$11,000 (compared to ~$169 for standard credit card donations).
Process of Work
The work was driven by data and close collaboration:
Discovery & Research: Analyzed user behavior and modal constraints. We identified that a rigid screen sequence was causing drop-offs, which led to the "Radical Order Change" hypothesis.
Prototyping & System Design: Designed a flexible component system. The checkout automatically adapts to the nonprofit's branding and local specifics (e.g., address formats, currencies).
Experimentation (A/B Testing): Continuously tested hypotheses. For example, the Floating Labels experiment improved form readability on mobile devices and delivered a +1.3% conversion uplift.
Delivery & Review: Collaborated closely with engineers to ensure pixel-perfect implementation and strict adherence to accessibility standards (WCAG 2.1 AA).
