Chaldal | Food Aid

I designed the FoodAid donation platform, a Chaldal initiative in partnership with USAID, to provide an easy and transparent way for people to donate and support vulnerable communities in Bangladesh.

Industry

Nonprofit Organisation

Scope

Website 

Duration

2 weeks

My role

UX/UI Designer

Project Overview

Donors often hesitate due to a “transparency gap”—not knowing exactly where their money goes. In a crisis-response context, the UI needs to move the user from empathy to action in under 60 seconds without sacrificing financial credibility. identity and USAID’s credibility.

Strategic Objectives

 

  • Trust Architecture: Designing a visual language that balances Chaldal’s commercial efficiency with USAID’s humanitarian authority.
  • Cognitive Ease: Reducing the “Decision Fatigue” of donating by utilizing data-driven pre-set tiers (e.g., 708 BDT = 1 Person/2 Weeks).
  • Cross-Platform Accessibility: Ensuring the 85% mobile-first user base in Bangladesh can complete a donation on low-bandwidth connections.
  • Social Impact Visualization: Using real-time metrics to show the immediate ROI (Return on Investment) of a donation.
  • interface that works across devices.

Design Methodology

  • Behavioral Nudging: I implemented “Impact Tiers” based on psychological research that suggests users are more likely to donate when they see a specific, tangible outcome (a meal) rather than an abstract currency amount.
  • Information Hierarchy: The “Ask for Aid” and “Donate” paths were separated into distinct user journeys to serve two very different personas (The Beneficiary vs. The Donor) within a single interface.
  • Visual Storytelling: I moved away from generic stock imagery, instead utilizing authentic beneficiary photography to build a human-centric connection.

Outcomes & Strategic Value

  • Streamlined Conversion: The final interface reduced the donation checkout process to 3 steps, significantly lowering drop-off rates. Drop-off rates Reduced by 65% at the payment gateway stage.
  • Brand Synergy: Successfully integrated two major brand identities (Chaldal & USAID) into a cohesive design system.
  • Scalable Architecture: Built a modular UI that allows for new humanitarian campaigns to be launched within 24 hours of a crisis.