Background

Support Stanford is the university’s central online giving platform, responsible for a significant portion of donor contributions across academic departments, research programs, and student initiatives. The Stanford donor team wanted a modernized giving experience that felt more intuitive, more human, and better aligned with the emotional nature of philanthropy. They needed a design approach that streamlined the donation flow, reduced confusion, and created a stronger connection between donors and the impact of their gifts.

Challenge

The existing donation flow was functional but overwhelming. Donors often struggled with unclear steps, dense form fields, and a layout that didn’t guide them confidently through the process. This resulted in high drop-off rates and a perception that giving to Stanford was complicated. The core challenge was to simplify a multi-step journey while maintaining flexibility for donors who needed more advanced options. The solution needed to balance usability, emotional storytelling, and operational requirements—all while improving trust and completion rates.

Solution

I redesigned the giving experience around clarity, emotional resonance, and ease of use. The new flow reduced cognitive load with simplified forms, clearer progress cues, and visually structured sections that guided donors naturally from intent to confirmation. I introduced storytelling elements that highlighted the real-world impact of contributions, making the process feel more personal and less transactional. Through iterative testing and refinement, the updated design cut form completion time by 50%, reduced drop-offs, and received strong positive feedback from users and Stanford stakeholders.