Make the first win easier to reach.

01 / THE CHALLENGE

The problem
worth solving.

Merchants needed giving campaigns that fit their brand, were easy to activate, and gave them a reason to continue. Attractive widgets were one part of that experience; onboarding, access to useful features, and visibility into value also influenced adoption.

02 / THE APPROACH

Strategy, made tangible.

1. Let merchants experience meaningful value early. I worked with Product and Customer Success on giving trial users access to popular premium features, allowing them to understand those capabilities before deciding on a paid plan.
2. Make giving feel native to the brand. I improved widget designs and customization around merchant logos, colors, and visual identity. Product-detail and checkout experiences supported donation, round-up, discount, and matching campaigns.
3. Improve the conversation about value. I worked on analytics and industry-relevant comparisons to help merchants interpret campaign performance. The objective was to provide useful context when standalone ROI figures did not tell a convincing story.
4. Connect activation to continued use. Onboarding, lifecycle engagement, campaign participation, and feature adoption were part of the same growth problem. I explored campaign gamification alongside ways to encourage merchants to keep using the product’s capabilities.
5. Connect placement decisions to evidence. I used performance data to assess where widgets should appear, then brought those insights into marketing and sales collateral so the product experience and commercial narrative reinforced each other.

03 / THE OUTCOME

The original artifacts show branded widget designs across desktop and mobile. The broader role also included trial packaging, onboarding, and retention work; project-specific conversion or retention lifts are not reported separately.