CAF Charitable Trust

As well as donating and investing, clients need a quick and simple way of retrieving their transactions for tax purposes. A overview of their whole account is available at a glance on the homepage.

The story

Last year, we helped almost 3,000 UK philanthropists give £177 million to charity. However, we needed to improve our current Trust digital product experience in order to drive this growth. Our vision for the ideal user experience was a new My Giving Dashboard that promotes a focus of change of “inspiring our clients to do more”.

Not only did the project allow us to update to our new look and feel but it made us think empathetically about our customers’ needs, goals and challenges when using our product. For example, before the redesign, customers had difficulty understanding their quarterly statements so it was imperative we simplified things. Consistent feedback from clients told us they found the old experience cumbersome and the journeys were rather clunky and dated.

We have financially sophisticated customers who are passionate about making a difference through their philanthropy, so we knew they needed efficient processing, their information in one place and a simple way to transfer money to charities. The new design also allows us to reach a younger and more tech-savvy philanthropist, as well as reducing internal processing costs due to more customers giving more and online rather than over the phone.

How I did it

  • Led the UX and designed the user journeys of the entire solution alongside our UX agency.
  • Researched the competitors. It was important to discover how others in the space had positioned their offering and what the advantages and disadvantages were. Whilst some had online access, they weren’t brilliant so I was confident ours would stand out once delivered.
  • Ran ideation workshops with stakeholders to create an experience which delivered on customer and business needs.
  • Managed multiple stakeholder needs, priorities and expectations effectively, whilst at the same time being an advocate for the customer.
  • Presented my solutions in a confident manner explaining and justifying design solutions and decisions to the Product, Trust and development teams.
  • Ran usability testing with existing customers to collect their feedback on my prototype.
  • Delivered design specifications to the development team and worked closely with them as they implemented my ideas.
  • Reviewed and tested the UX at the end of each agile sprint before release.

I wanted to clients to love using their online account across multiple devices. One of the features in the design is a breakdown of their top six donations in a nice visual way, making them feel engaged and inspired to give more.

What were the challenges?

The main challenge was the sheer number of pages to design and in the timescales I had, I enlisted the help of another designer from our UX agency to work with me, which proved a great decision.

The user testing also provided a great insight into the mind’s of the customers. For example, more than I realised, they preferred to thoroughly research the charities themselves and were comfortable doing this away from our tool, so I knew I didn’t need to design this feature in, so could completely focus on fixing the major pain points and enhancing the UX.

Regular donations, quarterly statements and topping up their account were key pages

The (early) results

Since launch in early 2019, there has been an increase in the number of accounts opened.

Neil Berry
Neil Berry

Experienced UX/UI designer with a passion for all things design. Currently Senior UX Designer at Charities Aid Foundation (CAF), one of the UK’s largest charities.


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