CAF Charitable Trust
Enhancing the UX for customers, helping them support the great causes they care about.
0 %
increase in donations received by CAF in past year

Feedback has been positive, with donors telling us that they are more motivated to give đź‘Ť

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.