Elephaid Foundation — Donation Experience Redesign
Project Type: Mobile App UX Case Study
Project Overview
Elephaid is a mobile app that supports elephant conservation through education, donations, and community involvement. Despite strong emotional engagement from users, the app struggled with low donation conversion due to a confusing and impersonal donation flow.
Timeline: January 2025 – April 2025
Role: UX Designer
Tools: Adobe XD, User Interviews, Usability Testing
Problem Statement:
Research & insights
Fewer than 8% of users completed a donation after viewing an elephant sponsorship profile. User research revealed that unclear steps, lack of feedback, and low trust signals disrupted users at the moment they felt most motivated to give.
Less than 8% of users completed a donation after viewing an elephant sponsorship profile. Users reported frustration with unclear steps, lack of confirmation, and limited transparency around donation impact, which weakened trust and motivation at critical moments.
Key Features & UX Decisions
Redesign the donation experience to be clear, trustworthy, and emotionally engaging, with the goal of increasing donation conversions by at least 30%.
I led the end-to-end UX design process, including user research, persona development, journey mapping, wireframing, prototyping, and usability testing. I translated research insights into design decisions that streamlined the donation flow, improved transparency, and reinforced emotional impact.
Reflection
The redesigned experience simplified the donation process, added clear confirmation and impact indicators, and strengthened emotional storytelling. Usability testing showed improved clarity, stronger emotional engagement, and increased user confidence when completing donations.