From dropouts to donors: optimising the Australian Red Cross online donation journey

The Australian Red Cross engaged us to improve their online donation process, increasing the percentage of donors who make a financial contribution. We took a human-centred design approach to redesign the donation process, resulting in fewer dropouts and improved ease of use.

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A movement of people, helping Australians act for humanity

The Australian Red Cross is a humanitarian organisation that provides support to those in need both locally and abroad. They offer a wide range of services including emergency preparedness, international aid and development, first aid courses and products, and blood services. Their vision is to be trusted as the leading humanitarian organisation, making a genuine difference in the lives of people and communities.

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Increasing donations and improving the lives of those in need

The Australian Red Cross required a high-conversion online donor journey. They needed to identify specific friction points in the existing process and leverage emerging technologies to streamline the donor form experience.

They wanted to capture insights from multiple sources to identify pain points in the donation process and gain a wider understanding of the benefits of emerging technologies and tools to help deliver a more streamlined donor form experience.

Our solution: put people first

We took a human-centred design approach, capturing data and insights and understanding the mental models and thought processes of donors and potential donors. Our iterative design and usability testing process resulted in a redesigned donation process. Our approach involved ideation, discovery, definition, design, development, and ongoing enhancements and improvements.

What we did:

• Frictionless workflows: A solution engineered to encourage completion.
• User journey mapping: Validated pathways based on in-depth interviews and research.
• Proof of concept: High-fidelity prototypes tested against real user behaviour.

The redesigned donation process reduced dropouts by aligning the interface with donor mental models. By removing friction points identified during user research, we delivered a smoother experience that actively encourages financial commitment. These improvements increased the percentage of donors who completed a donation and, in many instances, led to higher contribution amounts and greater uptake of ongoing donations.

Improving the donation journey for the Red Cross was a privilege

Collaborating with the Australian Red Cross allowed us to apply high-performance UX principles to a critical humanitarian platform. We optimised the donation workflow to ensure user intent translates directly into support for those in need.

Explore our portfolio to see how we partner with organisations like the Red Cross. To discuss your digital strategy or project requirements, contact our team.