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:
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.
Providing 1:1 coaching to elevate design maturity and collaboration across disciplines.
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. 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.
Redesigning the Donation Flow
To simplify giving, I led a complete redesign of the donation flow, focusing on reducing friction, increasing transparency, and building trust through clear step-by-step interactions and consistent design language. The new experience was rigorously tested and optimised, achieving a conversion rate exceeding 80%, significantly improving the platform’s overall impact and accessibility.
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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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