Redesign of the Existing Crowdfunding Platform

Improved Donor Management System​

The product and development teams reorganized existing datasets for charity users, which included participant records, analytics registration, team management, campaign reporting and much more. A strong emphasis was placed on the needs and roles for Campaign Organizers and Campaign Members.

We conducted multiple interviews with campaign managers to understand pain points or any particularly important sections of the platform. Listed below are a few reoccurring themes from the conversations.
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• Manage ticket sales: refunds, handling registrations, managing donations
• Organizing teams: being able to show/hide team members, delete members, promote/demote roles
• Message participants: sharing campaign information, event updates, fundraising updates

The team ultimately structured all of the features into four specific sections.

1. Campaigns - outlines all of the financial and member information for each campaign.
2. Supporters - detailed view of each supporters with their goals, total giving and support types.
3. Transactions - view of the money raised by supporters and overall campaign performance.
4. Reports - metrics on a supporter, donation and campaign level to monitor throughout events.

A main focus of mine was Transactions, which was a searchable data table of monetary donations and gifts. The challenge came in the detail pages of each donation where the charity needed to view all of the in-depth information associated with each financial record. The detail pages also involved cross-platform sourcing of donation IDs, charity campaigns and individual donors.

3rd Party Integrations

A key component to expanding the GoFundMe Charity platform involved integration of 3rd party applications to ensure ease of donation and usage. is a great example. The service allows users to quickly create an account during the GoFundMe signup process, which means charities can start accepting donations immediately rather than deal with any unsupported, pre-existing company.

I oversaw the design and implementation for each application, working closely with the product managers to identify all the individual features offered by each company. One exciting feature we built that is important to highlight are Lists. The component allows charities to sync lists of donors, organizers and fundraisers with email and marketing software such as . Charity organizers can then keep a close eye on the retention and performance of their network with the GoFundMe dashboard while also utilizing robust third party platforms..

Creating a Mobile-Friendly Navigation

An integral piece to the new platform was streamlining the mobile experience. Extra attention was spent on ticket purchasing and the check-in process during events. Turkey Trot is a simple ticket purchasing example of translating a web experience onto mobile. We worked to maintain branding on behalf of the charity while only transferring the most important items from one screen to another.

Participants arrive at an event and volunteers must quickly and efficiently pull up their information, check them in, record monetary donations, and edit their information.
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This interaction meant balancing multiple types of datasets into a coherent flow and streamlining the experience to be managed on a tablet or mobile phone during check in since many events are held on location. We scheduled interviews with current charity employees and volunteers to walk through pain points, feedback and key items they’d like to see on the platform. One of our current Product Managers also previously worked as a volunteer on location during events and she was a wealth of information.

Our process involved organizing information from interviews, research of successful checkout flows and a whole lot of white-boarding to dial in the best experience possible.

A New Marketing Site

The GoFundMe team was looking to move away from the illustrative Crowdrise site and move forward with a simpler, more technical view of the new GoFundMe Charity platform features.

The previous site was a mix of use cases across the Crowdrise platform and other social media products. The new site focuses heavily on centralizing all of these features and more within the GoFundMe Charity experience. We leaned on high-resolution screenshots to showcase the new features. Rather than simply tease small thumbnails, we wanted large desktop views to give the viewer a look and feel of the new product offerings.

It was also very important to differentiate the Charity product with the existing GoFundMe platform through messaging and imagery. Because the sites shared similar branding and naming, we worked hard to outline use cases for each platform. GoFundMe Charity leverages integrated registration & ticketing, in-depth reports, 3rd party integrations and many more features that are integral to a full-scale charity looking to deliver the best fundraising campaign possible.