Creating a new digital donation platform for Ducks Unlimited Canada


Ducks Unlimited Canada


Project Lead, UX Researcher & Strategist, UI Designer, Front-end Developer


2017 – 2018

Ducks Unlimited Canada (DUC), a nonprofit environmental conservation organization, conserves wetlands and other natural spaces for waterfowl, wildlife, and people. For more than eighty years, the organization has been protecting and managing habitats across Canada that affect the lives of millions of Canadians every day.

As part of the organization’s ongoing renewal of its digital ecosystem, I initiated a project to revitalize the user experience of making online donations to Ducks Unlimited Canada. Our goal: increase supporter engagement and donor activity while streamlining the donation process with a new, sustainable digital platform.

This project supported DUC's recently completed Rescue Our Wetlands fundraising campaign, which conserved more than 650,000 acres of wetlands and native habitats across Canada while influencing another 96 million acres of from coast to coast.

As the UX lead on this project, I lead the organization through a human-centred process of research and discovery, strategy, business alignment, user interface and interaction design, usability testing, and development. The result: a usable, effective, and sustainable donation experience for Ducks Unlimited Canada.


  • How might we identify and prioritize both business and user goals around the donation experience?
  • How might we build a shared organizational understanding of the user’s journey through the donation experience?
  • How might we create and validate an effective, streamlined donation flow that implements the right features at the right time?

Research & Discovery

To gain a better understanding of DUC’s business goals and constraints along with user needs and behaviours, I kicked off a discovery phase based on a range of quantitative and qualitative research methodologies.

I held a series of stakeholder interviews across several business lines to better understand DUC’s business goals, requirements, and constraints. Each of these interviews was captured in audio and text format, and was used to identify common themes and specific needs.

I also explored existing data and artifacts, including:

  • donor activity
  • traffic and user analytics data
  • audience demographics and targeting data
  • customer service interactions

Along the way, I captured insights in a central location accessible to the whole project team.

Journey Mapping Workshop

I held a journey mapping workshop with a range of business lines to get a better understanding of the front- and back-stage activities involved in the donation experience.

This workshop not only helped me and the others on the project team better understand the nitty-gritty details of online donations to DUC, it helped other business lines visualize and empathize with users while identifying opportunities for improvement.

Based on the journey mapping workshop, I created a digital experience map that I shared with the team.


We needed to build a “product” mindset around the donation experience. This would let us make decisions based on real insights and to continuously measure, evaluate, and iterate on the platform over time.

Based on the insights collected through research and discovery, I held a series of workshops with the project team to turn insights into action.

Prioritizing with 2x2 Matrixes

One of the workshops resulted in a 2x2 matrix to help the project team prioritize features and functionality. This helped the project team decide what to do now, and what to tackle in the future.