MyTenNights a purpose-built platform for Ramadan giving to drive sustainable fundraising growth
I contributed design there and helped shape the user experience
Role
Senior Product Designer
Deliverables
Product Design, Interaction Design, Growth Design, Marketing assets
Context
Early design hire at the startup, helping grow the product for the campaign season and beyond. My role and responsibilities ranged from product design to branding and marketing, working closely with all stakeholder groups
Results
- Over 20 product experiments run across the donation flow
- Multiple experiments rolled out to 100% of traffic
- Nearly 10,000 donors continued giving after Ramadan
- Full campaign metrics and experiment outcomes in the full case study
Please note: Due to the work containing sensitive information, a more detailed case study with visuals for the process and more detailed images of the platform can be accessed via a password which I can provide (reach out if needed). The link to the case study is below. Beneath that is a brief summary
🤔 Problem
How might we optimise the MyTenNights donation flow to improve acquisition and increase recurring giving, without compromising checkout conversion during the most critical fundraising period of the year?
MyTenNights automates Zakat and Sadaqah donations across the last ten nights of Ramadan, helping donors maximise the chance of giving on Laylatul Qadr. The product sits within a broader suite of giving tools and the checkout flow includes several add-on products designed to grow recurring giving. The challenge was to improve opt-in rates across these add-ons while managing decision fatigue and protecting checkout conversion during peak traffic.
👨👩👧👦 Users and target audience
The target audience is Muslim donors looking to maximise the spiritual and charitable impact of their giving during Ramadan. Users range from first-time donors to returning supporters with existing schedules. The audience is tech-savvy, motivated by faith, and responsive to spiritually resonant framing. This meant messaging and UX decisions had to be considered carefully, non-manipulative and aligned with Islamic values around giving.
👨🏾💻 Role
As an initial product design hire, my role and responsibilities were broad, ranging from product to growth and design. During my time, I worked closely with all stakeholder groups within the company, which included the CEO, growth, sales and engineering. My responsibilities included:
Growth design and CRO across the donation flow
A/B test design and analysis
UX/UI design for flow experiments
Landing page design and build
Social and marketing asset production
🧠 Process description
Due to the work containing sensitive information, a more detailed case study with visuals for the process can be accessed via a password which I can provide (reach out if needed). The link to the case study is below.
📈 Outcome
My contributions as a product designer spanned the full campaign cycle, from CRO and flow optimisation through to growth and marketing assets. The experimentation programme delivered measurable uplifts across key conversion metrics, with several experiments rolled out to 100% of traffic. Growth and marketing work I produced in parallel supported acquisition heading into the peak period. Full results and experiment outcomes are available in the full case study.