Web Donation Platform
TenGav. Direct giving opportunities.
How did simplifying the flow contribute to increased donations?
About Ten-Gav
Ten Gav is an Israeli non-profit organization dedicated to creating direct giving opportunities for donors to support families in economic hardship. Founded with the mission of bridging socio-economic gaps, the organization enables individual donors to directly contribute to specific family needs, transforming traditional charitable giving into a personal, transparent experience.
My Role
Lead Product Designer
Acting Product Manager
UX Research Lead
Strategic Design Leadership
Cross-Functional Collaborator
Project Management
Business Challenge
TenGav's complex donation system was causing:
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High donor drop-off rates
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Resource-intensive manual operations
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Inefficient donor-recipient matching
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Limited scalability
Time Line
2018 - 2019
Leadership Overview
As Design Lead, I spearheaded the transformation of TenGav's donation platform while managing multiple stakeholders, including the non-profit's management, design team, and development team. The project demonstrated how strategic design leadership could solve complex operational challenges while significantly improving the donor experience.
Strategic Approach
Research Leadership
Interviews
Directed user interviews with donors and social workers
Market research
Managed market analysis of donation platforms
Customer journey
Two distinct donor profiles
Workshops
Orchestrated workshops with stakeholders
Prototyping & Testing
Stakeholders
Actual users - Doners
Key Research Findings
01
Led comprehensive user research including:
Identified two distinct donor profiles requiring different approaches
Uncovered critical pain points in the gift card system
Revealed opportunities for process automation
02
Design Process Leadership
Implemented an iterative design process while managing stakeholder expectations:
Discovery Phase
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Facilitated stakeholder workshops to align business goals with user needs
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Led the development of user personas and journey maps
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Directed competitive analysis
Main journey maps
Solution Design
Managed the creation of four distinct donation paths:
1. Quick Give for immediate action
2. Story-based donation flow
3. Automated gift card system
4. Urgent needs highlighting
Emphasizes four distinct donation paths
Implementation
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Coordinated with development team
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Managed design QA process
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Directed user testing sessions
Implementation process
UX Solutions & Results
Measurable Impact
My leadership resulted in:
Leadership Insights
01
Stakeholder Management
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Balanced multiple stakeholder needs while maintaining user focus
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Successfully managed expectations and timelines
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Built consensus around design decisions
02
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Directed cross-functional team of designers and developers
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Maintained clear communication channels
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Fostered collaborative problem-solving
Team Leadership
03
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Introduced new design methodologies
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Implemented efficient feedback loops
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Established scalable design systems
Process Innovation
Key Learnings
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The importance of balancing user needs with organizational capabilities
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How strategic design leadership can drive organizational transformation
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The value of data-driven design decisions in non-profit contexts