Rounding Up for Charity

/22

Multiple iPhone screen mockups for the Round Up phases

Giving should feel good — not like a checkbox. But when Domino’s transitioned its ordering platform in 2022, customer donations to their charity initiative Give for Good unexpectedly plummeted. Visibility dropped, partner trust eroded, and week-on-week donations fell by over 40%. This case study explores how I led a cross-functional solution to identify the root causes and redesign the experience — not with a new website or campaign, but by reframing micro-moments in the ordering flow. The result: a revitalised donation experience that rebuilt trust, increased engagement, and earned recognition as a CX Leader of the Year finalist.

Client:

Spotify

Client:

Spotify

My Role:

Senior Designer

My Role:

Senior Designer

Year:

2022

Year:

2022

Service Provided:

UX/UI, Framer Development

Service Provided:

UX/UI, Framer Development

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The Challenge

Give for Good was embedded in the Domino’s checkout journey as an optional round-up donation — but after the platform shift, it wasn’t functioning as expected. The team faced an urgent reputational and financial issue.

- Customers no longer understood where their donations went

- Key brand trust signals (like partner logos and success stories) were removed

- Visibility of the round-up prompt dropped dramatically in the app redesign

- Weekly donations declined by over 40%

- Internal stakeholders were receiving negative feedback and pressure to restore credibility

The Goal

Rebuild user trust in the donation experience — without adding friction to the ordering flow — and restore Give for Good’s status as a meaningful and high-performing charity integration.

- Improve visibility and clarity of the donation prompt

- Reinforce legitimacy through design and brand alignment

- Increase weekly donation volume without hurting conversion

- Make the experience emotionally resonant, not transactional

A Macbook pro mockup with the website's header

Approach

Rather than treat the problem as a UI bug, I reframed it as a trust experience issue. Working across Product, Marketing, and the Domino’s Foundation team, I led a two-phase redesign sprint that looked holistically at messaging, timing, and credibility.

Key UX decisions:

- Restored visual trust signals — reintroduced partner logos and impact banners

- Improved timing and placement of the round-up prompt within the ordering journey

- Designed persuasive modals and microcopy that clearly explained where funds go

- Added real-world outcomes (e.g. “Last year, your donations funded 200+ meals”)

- Ensured updates could be easily reused for future fundraising campaigns and seasonal drives

Importantly, this was all achieved without redirecting users to external sites or adding extra steps — keeping the ordering journey tight, but human.

Solution

The solution was deployed in two fast-paced rollouts — each one A/B tested and optimised for both user comprehension and business performance. - Round-up prompts were reinstated across digital platforms - Real-time banners and brand storytelling were added to boost confidence - Donation rates began trending upward again within weeks - Internal confidence was restored, and the experience became a model for future CSR integration.

Two screenshots of the website home page

Outcome

With minimal tech changes but intentional UX framing, we turned a declining donation flow into a high-trust, high-performing feature:

- 40%+ recovery in weekly donation volumes

- Improved conversion rates with no added friction

- Internal Foundation team cited this as their most transparent campaign yet

- Contributed to my CX Leader of the Year finalist recognition (2022)

- Framework now used for future cause campaigns, including Domino’s Flood Appeal partnership with GIVIT