JustGiving — Leading UX to Inspire Giving at Scale
As Head of UX at JustGiving, I led and managed a cross-functional team of seven User Researchers and Designers, shaping a shared vision built on cohesiveness, transparency, and collaboration. By aligning design threads with the user lifecycle, we unified experiences across the platform and established a consistent “One JustGiving” design language that reflected users’ needs and expectations.
Responsibilities
Responsibilities & Leadership
I worked closely with Product Management, Engineering Leadership, and the CPO& CMO, driving initiatives that aligned design excellence with business impact. My role included:
Creating and maintaining a Design Roadmap
Overseeing the Product Design Strategy and Design System.
Planning and managing team capacity, growth, and professional development.
Running company-wide workshops for ideation, strategy alignment, and vision setting.
Being Hands on for key projects and initiatives like the Redesign of the Donation flow
Providing 1:1 coaching to elevate design maturity and collaboration across disciplines.
Creating and Advocating for a Unified Design Language
In this role, I successfully gained senior stakeholder buy-in to allocate dedicated time for both engineering and design teams to develop a unified design language and pattern library. This initiative significantly reduced delivery time and improved consistency across projects.
I mentored every designer on adopting and applying the new system, and I assigned ownership to a small group of designers responsible for its evolution and governance. I also established the processes and tools needed to ensure the library remained up to date and scalable.
In parallel, I partnered closely with front-end engineers to implement the component library in Storybook, ensuring seamless collaboration between design and engineering and creating a single source of truth for the entire organisation.
Hands-On Design & Delivery Highlights
Redesigning the Donation Flow
To simplify giving, I led a redesign of the donation flow, focusing on reducing friction by introducing a step-by-step guided flow instead of a long form check out which matched with the user’s expectations for a brand like JustGiving. It increased transparency, design and had a consistent design language. The new experience was rigorously tested and optimised, from paper prototypes to BETA testing, achieving a conversion rate exceeding 80%, significantly improving the platform’s overall impact and accessibility.
Improving the logged-out experience
Collaborating directly with the CMO and senior product team, I led the redesign of JustGiving’s logged-out landing experience. The problem was that JustGiving was not perceived as a destination to explore causes. Our goal was to open up the discovery of causes in a way that inspired participation and trust.
Together with the marketing team, we introduced a semi-automated curation system that highlighted high-quality, relevant causes — ensuring a best-in-class content experience that supported both user engagement and organisational growth.
Crowdfunding flow and activation
In my early days at JustGiving, I focused on improving how users create and share crowdfunding pages. I redesigned the page creation and donation processes using a unified design system and consistent interaction patterns.
Explore selected presentations and interaction design work below
Crowdfunding flow and activation
In my early days at JustGiving, I focused on improving how users create and share crowdfunding pages. I redesigned the page creation and donation processes using a unified design system and consistent interaction patterns.
Through cross-discipline Design Sprints and user testing, we introduced a new Crowdfunding Page Creation flow that doubled the conversion rate of users creating new campaigns.
To further improve activation rates, I led the initiative of “The Coach”, a guided onboarding experience offering users reassurance and clarity as they set up their campaigns. The concept was prototyped and presented to stakeholders, later proving to increase engagement and completion.
Data-Driven Design
Working closely with the development and analytics teams, I ran experiments to understand how visibility affects motivation. We discovered that when users saw page view counts, they were significantly more likely to share their pages — driving higher Page Value through increased visibility and social proof.
Impact
80%+ conversion in redesigned donation flow
2× increase completion and activation rates
in new crowdfunding page creationImproved logged-out experience through intelligent cause discovery
A cohesive, user-centred design culture across the product organisation
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