OVERVIEW
Led Campaigns' design from discovery to launch, crafting a streamlined experience that unified insights, simplified setup, and gave fundraisers a more strategic way to plan and track their efforts, resulting in 50%+ adoption post-launch.
PRODUCT
GiveWP
ROLE
Product Designer
DELIVERABLES
Research, User flows, Wireframes, Journey Mapping, UI Design, User Testing, Prototype, Stakeholder Engagement
We noticed that most fundraisers referred to the donation forms they created in GiveWP as "campaigns." That small detail revealed a big truth — fundraisers think in campaigns, not forms.
While our product had focused on donation forms, fundraisers were organizing and measuring their efforts at a higher level. So, we set out to meet them there.
Campaigns introduced a new way to create, manage, and measure fundraising efforts by grouping multiple donation forms under one campaign with unified insights and reporting. It was our way of moving beyond form creation to truly support fundraisers at the core of their mission, that is, running successful campaigns.
Before Campaigns, fundraisers managing multiple donation forms for the same initiative faced three key challenges:
Fragmented insights: Data was spread across individual forms, making it hard to track total raised, average donations, or overall progress.
High setup effort: Many fundraisers built separate campaign pages using Gutenberg blocks, a time-consuming process for non-technical users.
Limited visibility: Reporting focused on forms, not campaigns, forcing users to rely on manual calculations or third-party tools.
We wanted to solve these pain points while maintaining backward compatibility for existing users and introducing a faster, more intuitive setup for new ones.
We gathered insights from user feedback, support requests, and internal reports that consistently pointed to one thing: fundraisers wanted a campaign-level view of their efforts. Recurring initiatives often required creating multiple forms, and insights were difficult to piece together.
We also observed users manually creating campaign pages to tell their fundraising story, a strong signal that GiveWP needed to make this experience native and effortless.
Designing Campaigns meant balancing familiarity for existing users with fresh simplicity for new ones. I began by mapping the journey for both groups and collaborating closely with the product manager, engineering manager, and director of engineering to define the scope, onboarding flow, and dependencies.
Screenshot of the user flow and wireframes for the campaigns feature
We broke the project into phased MVP releases, validating each phase internally with prototypes and feedback before development.
Designing Campaigns meant balancing innovation with familiarity. Below are some of the main challenges and how we approached them.
Dual User Paths: We were designing for two audiences, new users seeing Campaigns for the first time, and existing users accustomed to the legacy form system. Each group had different expectations and mental models.
I mapped both journeys side-by-side, identifying where onboarding, navigation, and terminology needed to diverge. This helped us introduce campaigns to new users seamlessly while easing existing users into the new experience without breaking their workflow.
Status Logic Confusion: Campaigns introduced new layers of visibility, the campaign, the form, and the campaign page, each with its own publish status. We noticed the confusion around what was live, what was draft, or what affected donations.
To simplify this, we worked with engineering to define clear rules for visibility and added a publish notice in the campaign header. Users were prompted to publish their campaign page before it went live, making the workflow predictable and intuitive.
Migration Complexity: Migrating from forms to campaigns wasn't straightforward. Existing users already had multiple forms tied to a single fundraising effort, and upgrading would automatically create separate campaigns for each form, leading to duplication.
To solve this, I designed a Merge Campaigns flow that allowed users to combine related campaigns and choose one as their “source of truth.” This kept reporting clean and reduced confusion during upgrades.
Screenshot of merge campaign
We had ambitious goals but limited time and resources. Because this was a huge project that was reimagining the way GiveWP works, one question came in mind whiles working on design concepts,
I focused on reusing scalable layouts and modular components that could extend to other parts of the product, like donor, donations and subscriptions list after launch.
Screenshot of campaign, donor, and donations overview
This decision not only saved development time but also set a new design foundation that influenced multiple subsequent redesigns.
Campaigns transformed GiveWP from a form-focused tool into a campaign-driven fundraising platform. Fundraisers could now:
Create fundraising campaigns
Group multiple donation forms under one campaign.
View all insights — total raised, number of donations and donors, and progress — in one dashboard.
Launch fully designed campaign pages instantly.
The interface introduced a SaaS-like experience within WordPress while preserving its native familiarity.
Screenshot of the campaign overview and settings(top), and campaign page(bottom)
By focusing on the campaign as the core unit of fundraising, we made GiveWP feel more aligned with how fundraisers naturally think and work.
Walkthrough of creating a campaign and editing an existing campaign page.
Below are some screenshots of the design concepts that didn't make it to the early phase of the MVP release.
Screenshot of the campaign report page(top), onboarding wizard(middle), and setup guide(bottom)
The launch of Campaigns had measurable impact on both users and the business:
Adoption & Engagement:
~20% of users upgraded to Campaigns within the first week of launch, with minimal downgrades. A strong signal that fundraisers found immediate value. Adoption has since grown to over 50%.
Faster Setup:
Fundraisers could now launch complete campaign pages instantly using default templates. The reduced setup time allowed them to focus on storytelling and strategy rather than configuration.Unified Reporting:
Campaigns introduced aggregated insights across multiple donation forms, giving fundraisers a single, accurate view of their fundraising progress. This eliminated manual tracking and improved decision-making around campaign performance.Scalable Design Foundation:
The layouts and patterns established for Campaigns became the blueprint for later redesigns of GiveWP’s donor, donation, and subscription pages, accelerating development and creating a cohesive product experience.
Campaigns became a defining project in how I think about product evolution, scalability, and collaboration. Here are the key lessons that shaped both the product and my growth:
Strategic Thinking:
Campaigns challenged me to think beyond individual features and design for product evolution. It reinforced the importance of aligning UX decisions with business strategy, moving GiveWP from a form builder to a complete fundraising platform.
Designing Under Constraints:
Working within tight timelines required clear prioritization. By focusing on what delivered the most user value first, we shipped an MVP that balanced ambition with practicality without sacrificing quality.System Thinking:
I learned the power of designing reusable structures. The layouts, components, and interaction patterns from Campaigns became foundations for other admin pages, creating long-term consistency and reducing design debt.Onboarding Learnings:
I realized how essential an intuitive onboarding flow is for both new and existing users, encountering a reimagined experience.Personal Growth:
Campaigns deepened my confidence in leading complex projects, from discovery through to delivery, and reminded me how collaboration, user empathy, and iterative thinking can transform not just a feature, but a product's direction.
The Visual Donation Form Builder reshaped how nonprofits approached fundraising online, empowering them to build with clarity and confidence.