The CAF American Donor Fund (CADF) is designed specifically for individuals paying tax in the United States and the United Kingdom looking for a smart, tax-effective way to achieve greater impact with their philanthropy. The fund allows customers to make donations to charities worldwide and receive tax relief in the UK and US. Over £57 million was given to charities through CAF American Donor Fund in 2016/17. We also needed to reach more clients, particularly in the USA, if we were to grow.
Previously, CADF customers had no visibility of their accounts online and feedback showed our users were clamouring for this feature. They lead busy, global lives and expect online access to their funds so that they can make the high profile grants to charities they want to, as well as manage their accounts in a simple way at any time and from any time zone.
Customers are used to intuitive, seamless and secure experiences so the challenge was to deliver a compelling customer experience that caters for digital natives who expect the whole journey to happen on their phone, with mobile now accounting for 65% of digital media time.
Before this project, the process of applying to open a CADF account was paper based – a slow, cumbersome experience and a barrier to opening an account. It also required manual data entry which was wasteful and prone to error. A quicker turnaround between a client applying and their account being opened was essential.
An early wireframe of the logged in dashboard focussing on the basics like what information should appear on the screen
Example of a screen from CADF’s onboarding flow presented in a wizard.
Mapping out the user journey and some initial ideas for the sign up process.
A wizard was designed to reduce errors by making the user follow sequential steps.