The business goal & KPI’s
The company’s goal was to transition toward a self-service model, enabling clients to set up and manage their campaigns independently. This shift aimed to reduce the time campaign managers spent on technical explanations and allow them to focus on strategic guidance and overall campaign success.
The redesign was carried out under tight deadlines, during a busy holiday season, with just one month allocated for both design and development. To stay efficient, I conducted a rapid research phase that included a short survey with campaign managers and a quick competitive review of similar fundraising platforms. The insights gathered helped shape a clearer, more modern, and intuitive four-step setup flow designed for true self-service onboarding.
To evaluate the redesign’s impact, clear KPI’s were defined:
including the average time to launch a campaign,
the completion rate of the setup flow, and the reduction in support dependency.
These metrics ensured the new wizard not only improved usability but also empowered campaign managers to work independently and efficiently.
Background
The Campaign Setup Wizard is the first touch point of new users encounter in the CauseMatch platform- a digital fundraising management system designed for nonprofit organizations running online campaigns. It’s where a campaign is created from scratch and later revisited multiple times to update goals, dates, graphics, and other settings.
The flow combines emotional and strategic moments:
setting ambitious fundraising goals, choosing campaign dates, alongside creative parts like designing the campaign page with an engaging visual editor, and complex technical tasks such as connecting payment gateways and selecting currencies.
Usability testing
Boom
there’s an issue
We did an in-depth interview with a new user, someone tech-savvy but completely unfamiliar with our platform or terminology.
It didn’t go well. He was lost.
That session was a turning point: we realized we had designed an excellent experience for returning users, but not for first-timers. The product assumed too much prior knowledge — users who had never created a campaign before simply couldn’t follow the logic.
The problem
This process was a major challenge for clients. It was complex, time-consuming, and almost impossible to complete without full assistance from the campaign managers. In practice, campaign managers were deeply involved in nearly every setup, and even minor post-launch edits required a full internal coordination cycle with the team.
We ran a few iterations. mapping the journey from the perspective of a brand-new user, testing language clarity, and simplifying decision points.
It became clear that we needed to rethink the process entirely,
not just patch small parts of it.
We completely re-structured the flow:
#1
Instead of four long steps, we redesigned the flow into seven short and clear ones.
longer in number, but clearer in experience.
#2
Replaced technical terms with plain, everyday language.
#3
Grouped related actions together for a more linear experience.
#4
Simplified content hierarchy and added clear visual guidance.
