OVERVIEW
Saas
Redesign | Usability Improvements | CRO
“We got your application!” the cheerful message announced, topped with a reassuring green checkmark. But something was off: the application wasn’t fully submitted, and this warm confirmation was leaving potential volunteers in a confusing loop.
As the newest member of the UX team for a SaaS platform connecting NGOs with volunteers, I saw right away why people excited to help were slipping through the cracks. Our application process was unintentionally deterring the very users we hoped to engage. What started as a mission to fix a broken application flow evolved into a complete redesign that helped NGOs tell their stories and connect with their volunteers more effectively.
Year
Role
Duration
Deliverables
2024
UI/UX Designer
3 months
High Fidelity Wireframes, Prototypes, Complete Handoff to Developers
REVEALING ROOT CAUSES
Step 1: Position Overview & Initial Form
Problem:
"Join the Movement" button implied one-step completion
Users thought they were done after first form
No indication of additional steps ahead
Impact:
Users felt misled and frustrated when more steps appeared
Broke trust at crucial first touchpoint
Step 2: Email Verification Issue
Problem:
Users are forced to switch the platform
Receiving a verification email from "Acme" instead of the NGO they applied
Impact:
Context switching disrupted focus
Unfamiliar sender eroded trust and connection with the cause
Step 3: Surprise Final Form
Problem:
Another form appeared after verification with no prior warning
Misleading success message made users thought final form is unnecessary and they already applied
Impact:
Users felt deceived
Extra effort to complete the final form felt pointless
Trust is damaged altogether
"THE" CHALLENGE
Strategic approach to transformation
It was clear that this experience needed a major overhaul, but significant changes take time. As a team we wanted to act cautiously before changing the system altogether, and try minor solutions at first.
We need to solve 60% loss immediately, BUT
but I had to work within the existing design system, making small, strategic improvements first.
This presented an interesting challenge: how could we improve the conversion rate while working within the constraints of the existing system?
PHASE 1
Small tweaks and strategic band-aids that actually worked (a little)
My initial changes were subtle but psychologically significant:
I made changes in the email template we sent.
I removed the misleading success message.
These small changes moved our completion rate from 40% to 55%. Better, but still not good enough. After all, each dropped application represented someone's untapped potential to make a difference.
It was a solid start that reinforced the idea that clear, user-focused changes could make a big difference.
Changed copywriting in the email template
Email subject enhancement: "Verify Your Email" / "Just One More Step to Join Green Future"
Why: Sets clear expectations about remaining steps while maintaining connection with the specific NGO, reducing uncertainty in the process.
CTA enhancement: "Verify Email" / "Start Making Change"
Why: Shifts focus from a technical requirement to the meaningful impact the volunteer wants to make, maintaining their emotional momentum.
Sender clarity enhancement: Added "Powered by Acme" footer
Why: Resolves confusion about the unfamiliar sender name while maintaining the NGO's brand presence in the communication.
Removed misleading success state
PHASE 2
The bold redesign (my fav part)
With data supporting the need for more dramatic changes, I proposed and implemented a complete overhaul in two categories:
Simplifying application flow
We eliminated the email verification step and introduced a breadcrumb navigation system, allowing volunteers to stay engaged and easily track their progress.
Introducing storytelling with redesign:
Beyond technical improvements, we transformed the platform into a storytelling experience. Volunteers now see real-world impact metrics, NGO mission banners, and powerful CTAs, fostering a personal connection to each cause.
The biggest change wasn't technical - it was emotional.
I transformed generic template into a story. Because volunteers don't just need a form to fill out - they need to see the impact they could make.
Simplified Application Flow
What I Changed:
Removed email verification to avoid losing momentum
Added breadcrumb navigation so volunteers can see their progress
Merged forms into one streamlined experience with clear position overview access
Why These Changes Worked:
Volunteers stayed on our platform without breaking focus
Users could see all steps upfront
Breadcrumb navigation offered transparency, boosting confidence and commitment
Navigation between position details and the form allowed easy switching
Storytelling through design
What I added:
A customizable banner showcasing their mission - because a picture of real impact is worth a thousand templated words
Space for impact metrics - because "we helped 1,000 people" hits harder than "we do good work"
Compelling CTAs that spoke to making change - because "Join the Movement" connects better than "Submit Application"
Why These Changes Worked:
NGOs could show real impact with images
Numbers proved effectiveness
Strong CTAs connected emotion with action
Visual stories created emotional investment
Volunteers saw exactly who they'd help
RESULTS
The happy ending (with numbers to prove)
The results? Our completion rate skyrocketed from 40% to over 90%
But the real victory wasn't in the numbers - it was in the stories. The best feedback came from NGOs themselves: not only were they receiving more applications, but they were also seeing higher engagement from volunteers who felt aligned with the cause.
Our platform wasn’t just facilitating a process – it was fostering meaningful connections between passionate individuals and causes they cared about.
SCREENS REVEALING THE CHANGE
Before & After
Explore the transformation in action: Key screens showcasing how our redesign boosted conversions by 150%:
Before: Position overview
Before: Application form
After: Position overview
After: Application form
After: Open roles
KEY TAKEAWAY
Embracing meaningful change, not just quick fixes
Sometimes, the best UX solutions aren't just about fixing broken processes - they're about understanding the human story behind every click, form, and submission. In our case, it was about remembering that behind every dropped application was someone's desire to make a difference, temporarily defeated by poor design.
The journey from a confusing maze to a clear path showed me that while small changes can make a difference, sometimes you need to be courageous enough to reimagine the entire journey. After all, when your platform's mission is to help people help others, every user experience needs to be worthy of that goal.