The Canadian Red Cross supports large-scale disaster response and ongoing humanitarian programs, generating significant online donation traffic — particularly during time-sensitive crises.
As donor behavior shifted to mobile and event-driven giving, the existing website (built pre-mobile era) could no longer support modern fundraising expectations.
The Problem
The site faced structural and experience limitations:
Not optimized for mobile or tablet users
Donation flows not designed for urgency-based campaigns
Limited flexibility for disaster-specific calls to action
Content architecture not aligned with modern donor behavior
Inconsistent UX patterns across fundraising journeys
The platform needed to evolve from a desktop-first website to a responsive, campaign-ready fundraising engine
The Approach
Strategy & Discovery Phase
Conducted user testing and rapid prototyping
Validated new mobile fundraising concepts
Identified structural content and journey gaps
Mobile-First Redesign
Designed a fully responsive interface across devices
Reflowed content to prioritize urgent calls to action
Built campaign-ready templates for disaster-specific fundraising
Donation Experience Optimization
Redesigned donation flows to enable directed giving
Highlighted contribution impact within the flow
Reduced friction for urgent, in-the-moment donations
Information Architecture & UX Improvements
Introduced intuitive, search-based navigation for Programs and Services
Applied grid-based, flexible layouts for scalability
Updated typography and iconography for clarity
Used A/B testing to validate and refine design decisions
Impact
Delivered a mobile-first fundraising experience
Improved campaign agility during disaster response
Reduced friction in donation journeys
Enabled scalable, flexible campaign templates
Modernized visual language while improving usability
This project demonstrates the ability to design high-trust, high-urgency digital experiences — aligning mobile strategy, fundraising psychology, and scalable UX architecture to support real-world humanitarian impact.