Situation
St John Ambulance’s donation page served a mission-critical function but suffered from unclear structure, excessive form fields, and poor mobile UX. This created friction for prospective donors, particularly during high-sentiment national moments like the COVID-19 pandemic.
Impact
Users abandoned donation journeys before completion, with high bounce rates on key entry points and evidence of confusion in navigation flows. Revenue opportunities were being lost due to UX misalignment.
Task
Improve the accessibility, clarity, and ease of completion of the donation journey — especially for mobile and non-technical users.
Actions
Conducted heuristic analysis and reviewed analytics data to identify UX breakpoints. Proposed a simplified donation flow with better CTA visibility, reduced cognitive load, and improved mobile rendering. Advocated for these changes across internal stakeholders.
Results
Page redesign went live during peak campaign season and contributed to increased donation throughput and user retention. Specific uplift figures were not tracked, but internal feedback and engagement trends indicated marked improvement.