Fundit is mobile crowdfunding platform designed to simplify global fundraising. It combined campaign creation, peer sharing, milestone tracking, and secure payouts into one intuitive app. With growing competition in the crowdfunding space, the team aimed to create a cohesive product that users would return to daily.

Fundit offered powerful tools but lacked a polished, user centered experience:

Feature Overload: Too many options were visible upfront, causing confusion.

Low Discoverability: Critical actions, creating campaigns, sharing, pledging, were buried.

Poor Retention: Users installed the app but rarely returned due to friction.

No Data Driven Focus: Roadmap decisions lacked insight from real user behavior.

As Lead Product Designer, I led the full redesign:

Defined persona based flows (creators, donors)

Architected information flow and navigation structure

Built a modular design system

Ran usability tests, integrated micro feedback

Collaborated closely with engineering for seamless handoff

Interviewed 12 users, segmented by role

Benchmarked against Kickstarter, GoFundMe, Patreon

Pinpointed friction in campaign setup and sharing

Insight: Funders needed clarity and trust; campaign creators wanted seamless sharing. This guided all subsequent design choices.

Introduced a bottom tab nav: Home, Discover, Create, Donation, Profile

Within Home: tabs for Featured, My Campaigns, Trending

Designed drawer overlays for campaign details and updates

This reduced dropout during key tasks and simplified navigation.

Built a clean, trust focused UI with dark and soft neutrals

Introduced consistent modules and components for cards, forms, and progress meters

Added micro interactions:

Provided reusable design tokens and auto layout components

Delivered annotated flows and held weekly syncs

Reduced bug cycles and improved release velocity by 25 %

MetricOutcome

+44 % in feature engagement : More users pledged, shared, created campaigns

+36 % retention improvement: Day‑7 and Day‑30 retention climbed‑

28 % task friction: Faster pledge and campaign creation flows

Scalable Design Structure: Built for future enhancements like installment pledging

This project reaffirmed that complexity must be tamed, not avoided. By focusing on user trust and clarity, embedding meaningful micro feedback, and refining flows with data, Fundit transformed from a cluttered toolbox into a daily companion for communal giving. The design evolved from feature heavy to human centered, giving users space, confidence, and joy in contributing or raising their causes.