The LaunchGood Ramadan Challenge is an annual initiative to harness the spirit of charitable giving during the Islamic month of Ramadan.
Features of the Ramadan Challenge include leaderboard competitions for fundraisers, and the ability for donors to schedule their charity for 30 nights. Having first started in 2015 it has grown and evolved every year.
The 2021 edition introduced a significant UX and UI redesign. We drastically simplified the visual identity and reimagined the user experience for donors to schedule their giving.
I led development of the 2021 brand’s visual language, in collaboration with other Designers on our team. This was then extrapolated by our Design team and applied to marketing and other communications.
I also led the design of the product experience, working with a number of cross-functional stakeholders.
$4.5 million
In scheduled donations (USD)
highlights
31,735
Donors who scheduled their giving
40% growth
In sign ups, year over year
Super simple scheduling
For the 2021 edition of the Ramadan Challenge, we looked back at the lessons learned and feedback received from 2020.
This case study centers around the donor experience for scheduling their giving over the 30 days of Ramadan.
For the donor experience, and the sign up flow specifically, we consolidated several screens into two with progressive disclosure.
We drastically simplified the post-sign up experience, again consolidating multiple screens into one. We sunset parts of the previous experience that proved confusing for donors and did not provide customer or business value. The information architecture was rearranged to drive users towards the next highest call(s) to action.
Our decisions were based on the understanding we had built up over the years, of our user base who choose to schedule their giving each year on LaunchGood.
Donor sign up flow (2020)
Simplified sign up flow (2021)In an effort to simplify the experience, we looked at the pain points and concerns with the prior year’s design. I consolidated the various pages of content into one, removing elements that had low engagement but required high Design and Engineering effort.
Post-sign up experience (2021)Post-sign up experience (2020)“ It’s what you need for Ramadan.”
Feedback from a LaunchGood donor.