Increase TIF donations by 140%+

Project objective
Increase engagement with donations by reducing friction and surfacing them at a more relevant moment in the payment journey.

Business context
As part of Intrepid’s broader impact strategy, the business integrates purpose directly into the travel experience, focusing on strengthening connections between travellers and the communities they visit.

The Intrepid Foundation supports this by enabling customers to contribute to local, community-led causes, making giving back a built-in part of how Intrepid delivers responsible travel. Growing participation in these contributions is aligned with the company’s goal of embedding social impact more naturally across the customer journey, rather than treating it as a separate initiative.

UX deliverables
Customer Journey, User Flow, Industry UI Analysis, Prototype

Opportunity

As part of supporting the company’s foundation goals, the business wanted to grow customer participation in donations. However, the existing experience treated donations as an afterthought — buried late in the flow and not getting a chance to be considered in the payment flow.

Through reviewing the journey, I identified an opportunity to surface donations in the payment flow and more contextually, aligning with customer intent rather than interrupting it.

The Process

Framing the journey
Stepped back to understand the end-to-end customer experience — from pre-booking through post-booking — to see where donations currently sit and how they fit within the broader travel journey.

Where impact could scale
Identified moments within Manage Booking that were repeatable, high-traffic touchpoints, making them strong candidates to introduce donations in a way that could scale across trips and customers.

Learning from the industry
Reviewed how other platforms design donation and add-on flows to understand common patterns, interaction models, and ways to reduce friction at checkout.

Shaping the ideal flow
Mapped an ideal user journey that introduces donations at more relevant, natural moments — aligning with customer intent rather than interrupting task completion.

Reducing cognitive load
Conducted a heuristic review of donation content and related pages to simplify language, clarify impact, and ensure decisions could be made quickly and confidently.

Impact

Moving the donation under the Payment tab,

  • have made the payment summary easier to understand and more streamlined

  • have resulted in a great amount of customers donating to TIF

  • have made us achieved our TIF donation goal by 140%+ from this initiative alone

Learn more about The Intrepid Foundation ↗️

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