Reducing Checkout Abandonment with AI
Overview
Donors love adding a personal touch to their contributions - it helps them feel more connected to the cause they're supporting. On JustGiving, we've always made that possible by allowing donors to include a personal message with their donation.
My Role
I was the Product Designer, partnering with a Principal PM and a Principal Engineer to bring the product to life.
Impact
72k
Donors assisted
-8%
Checkout abandoment
Conversion lift
20%
the challenge
Over time, we noticed a common challenge: many donors weren't sure what to write in their message. Staring at a blank text box didn't help. We experimented with different solutions, including pre-written messages donors could select from.
While somewhat effective, this approach had a major drawback - all the messages started to feel generic. Donors want to feel like they have a unique voice, but this solution didn't help them achieve that. We needed a better way to help donors express themselves when making a donation.
The opportunity
With the latest advancements in AI, we saw an opportunity to help donors write more meaningful messages when making a donation. For the first time, we could envision a highly personalized solution. We aimed to clear the writing hurdle so donors could finish their donation without losing momentum.
The Solution
I designed an AI-powered message assistant embedded directly into the checkout flow, helping donors write a personal message without interrupting momentum. Instead of choosing from generic templates, donors could express intent through lightweight prompts (tone, style, sentiment), with the AI generating a message they could review, edit, or regenerate instantly.
