Case Study: Redesigning Donorbox Donation Form to Improve User Experience & Conversion Rates
Role:
Senior UX/UI Product Designer
Duration:
January 2016 – September 2017
Overview:
Donorbox is a leading non-profit fundraising platform designed to streamline online donations. The goal of this project was to redesign the donation form to improve usability, increase conversion rates, and ensure that it could seamlessly adapt to the branding of different organizations. The redesign focused on simplifying the user experience (UX), enhancing the form's scalability, and aligning it with user expectations, all while complying with the necessary legal requirements for donor information.
Challenge:
Environment:
Working closely with the Donorbox team, we needed to deliver a form that was not only adaptable to various branding and user flows but also compliant with strict donation laws, which required the collection of extensive personal information. The form needed to maintain its simplicity despite handling complex tasks like supporting multiple donation amounts, recurring donations, and various payment methods.
Limitations:
- The form needed to fit seamlessly into any website design while preserving user engagement and simplicity.
- The design had to be adaptable and scalable for different branding colors, donation options, and platforms without overwhelming users with complexity.
- The focus was on incremental improvements, retaining the familiar three-step process while enhancing usability and user satisfaction.
Our approach to design
Visualizing the amount of donation was crucial as it was the first and perhaps the most important part of the donation process in the eyes of the user. The user had to be able to choose the amount easily and there was no room for any potential mistakes while selecting the amount. The donation was intended as a three-step process:
- selecting the desired amount of donation, selecting whether it is one-time or reoccurring and adding a comment
- adding personal information
- adding payment information
Separating these input sections made the donation form clear and understandable for most of the users.
The result
Donorbox grew to be the leading donation form for nonprofits helping them maximize efforts and collecting more donations with the quick and painless checkout process. The design made it possible for Donorbox to be easily customizable and to blend to every website perfectly.
Please see how the redesign impacted the conversion rates below.
Show me the numbers, how the investment in UX pays off?
Donorbox increased the number of donations in the following year after the redesign and gain many new customers.
Take a look at the Donorbox impressive statistics comparison for September 2016. vs September 2017.
In total, in the months up to September 2018, the form processed $91 Milion!
Of course, the success of the Donorbox cannot be associated with design only, their team made an outstanding job in terms of SEO, development, marketing, and other fields.
Our point is that investment in UX pays off for sure, the average increase is 30% up to 300%.
In fact, recent research made by Forrester.com shows that improved UX/UI can enhance customer conversion rates by 400%.
Check out Donorbox donation form here