What Motivates People to Stay—or Walk Away

I led mixed-methods research across donors, volunteers, and beneficiaries, combining interviews, journey mapping, and usability testing to understand why people disengaged—and what would keep them involved.

Key Insights:

Clarity unlocks commitment
When the story and next step are obvious, people don’t hesitate — they act.

Small actions drive long-term advocacy
Simple entry points (newsletters, small donations) created pathways to sustained, meaningful support.

Cohesion builds momentum
When people felt part of a bigger, integrated mission, they stayed involved — and invited others in.

From Disconnected Programs to a Unified Story of Empowerment

Working closely with the client, I helped reposition two well-intentioned but siloed initiatives into a cohesive, resonant offering grounded in economic empowerment. Instead of treating English education and sustainable farming as separate programs, we reframed them as interconnected drivers of rural resilience.

English became a tool for opportunity — not just a subject — complementing agricultural training to show how language skills, farming techniques, and community networks collectively support long-term livelihoods. The new narrative made it easier for users to understand the full value of the work: that farmland could be an asset, not a liability.

This reframing changed the way the organization spoke about itself — making its mission feel more purposeful, more connected, and far more compelling.

Inclusive by Design, Engaging by Choice

I designed an inclusive journey where every step — from initial curiosity to active advocacy — delivered meaningful value. The experience honored diverse motivations and capacities, guiding people forward in ways that felt natural and personally relevant. Entry points were welcoming and accessible, while clear progression helped users deepen their involvement over time. From newsletter readers to recurring donors to brand ambassadors, each role was intentionally crafted — turning fragmented interactions into a unified, evolving relationship built on trust, clarity, and shared purpose.

Building Trust Through the Donation Flow

I redesigned the donation experience to reduce friction and build trust — especially at points where users typically dropped off. Guided by trust-building design heuristics and behavioral insight, the experience used intuitive navigation and concise messaging to clarify the value and impact of each action. The updated contribution flow paired every dollar amount with a tangible outcome (e.g., “$50 supports a high school classroom”), reinforcing purpose and transparency. Seamless and responsive across devices, the result turned a high-friction moment into one of confidence and follow-through.

The Impact: Measurable Growth and New Possibilities

The redesigned experience fundamentally reshaped how people engaged with the organization — driving sustainable growth through strategic design rather than increased marketing spend. Donation completion rates rose by 45%, while a 60% increase in recurring contributors created lasting momentum. Improved clarity and credibility also attracted high-impact partners, including a carbon credit initiative with environmental tech innovators and formal collaborations with government-led education and agriculture programs.

The bigger picture: This work showed how research-led design can unlock new opportunities, scale trust, and help purpose-driven organizations stand out in a crowded market.