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︎Product Design   ︎ Creative Direction  ︎ Info

Helping a global crowdfunding platform smash their fundraising records


Client: Launchgood 
Role: Lead product and brand designer
Completed at Gould Studio

Problem

Customers want to give charity conveniently and with intention during Ramadan.

They found the existing Ramadan Challenge unengaging and difficult to sign up to.

Solution

I led the redesign of the Ramadan Challenge, a seasonal product where users can donate to worthy causes over 30 days.

I designed new features to boost conversion, engagement and donations.

I crafted illustrations, social content and marketing material to increase awareness.


🚀 Ramadan 2020 Impact


$32M raised
2x increase from 2019
250K signups
3.2x increase from 2019
10% conversion
landing page

“[Gould Studio] transformed Ramadan on LaunchGood and raised it to a whole new level. I knew the team was talented, but I wasn’t expecting the depth of design thought and relentless passion to see LaunchGood maximize its potential this year, breaking all records on the site for fundraising.” Chris Blauvelt, LaunchGood CEO


Process

LaunchGood is a crowdfunding platform that supports Muslims across the world through fundraising.

I led a partnership with LaunchGood to help redefine their brand, vision, website user experience, design system, marketing campaigns and seasonal products such as the Ramadan Challenge.

Ramadan is a special month in the Islamic calendar that involves fasting, prayer, community and charity. During this month, LaunchGood’s Ramadan Challenge allows customers donate to worthy causes over 30 days. 

To improve the Ramadan Challenge product we immersed ourselves within the LaunchGood team and undertook a series of extensive strategic workshops, surveys and customer listening sessions to identify pain points and areas of focus. 

We found that:
  • customers want to donate conveniently and with intention
  • the sign up process was confusing and hard to understand
  • customers were frustrated that they could not select where their donations go
  • there was low user engagement after signing up


How might we maximise signups, donations and fundraisers during Ramadan?


The sign up process was confusing and hard to understand for many. To improve this, I created new separate landing pages for customers and campaign creators. 

I developed playful illustrations and optimised copy to ensure users easily understood how it works, and why they should sign up.

To improve sign ups, I created a conversational onboarding process. We simplified the payment steps and made it easier for customers to select higher donation amounts. 


How might we bring excitement and increase engagement to the giving experience?


I designed a new challenge homepage, including rich daily interactive content to promote customer engagement.
To boost engagement and community spirit, we created a gamified “points” leaderboard, where users could gain points for shares, referrals, donations, creating fundraisers and other fun easter eggs. This increased shares, and led to more customer signups.

We created daily leaderboards for campaign creators, where campaigns with the most supporters or the most raised received prizes. The leaderboards and prizes helped boost engagement and donations.



How might we bring intention to the giving experience?


Previously, when customers opted-in to automatic giving during Ramadan, they were not able to choose where their donations went.

I designed a new feature called the ‘Give List’. Customers could add their favourite campaigns and automatically donate to campaigns in their list. This allowed customers to have the convenience of automatic giving, with the ability to give with intention.

I revamped the dashboard so customers could easily track and view their own impact and giving.



In addition to the UX, I created illustrations, content, animation, video and marketing campaigns to help boost engagement and awareness.