← All work
Charity commerce Conversion Sole designer

DigiKala Mehr

As sole designer at Iran's largest e-commerce company, I redesigned its charity platform, checkout path included. During a joint campaign with the MAHAK charity, checkout converted at 2.8% (cart to paid), against Mehr's 0.4% average.

mehr.digikala.com
DigiKala Mehr charity opportunities and campaign hero
// context & role

DigiKala Mehr lets people support charities by buying the products those charities actually need — directly on Digikala.

Charities onboard through their own panels and create "concepts" — campaigns that users can contribute to. I led the design end to end as the only designer, working directly with management.

Company
Digikala
Role
Senior Product Designer — freelance, sole designer
Period
May 2023 – May 2024
// problem

Goodwill traffic that wasn't converting into purchases.

Mehr's checkout conversion (cart to paid) averaged 0.4%. People arrived willing to help, but the path from intention to a completed charitable purchase was leaking them.

0.4%
Mehr checkout conversion (cart to paid), before
// approach

Redesign the whole path, from charity onboarding to checkout.

01
Charity onboarding panels

Rebuilt how charities join and manage themselves on the platform, so supply-side setup wasn't a bottleneck.

02
The concept / campaign model

Reworked how charities create "concepts" and how users understand and contribute to them.

03
A user-centered contribution & purchase flow

Redesigned the core experience of choosing what to give and completing the purchase — the part where conversion was being lost.

// key work

The contribution flow and the charity panels.

Charity concept page on mobile
Concept page — a charity's campaign and its needed items.
Build a package of kindness contribution flow
Build a package — the contribution flow and impact.
How Mehr works, four-step flow
How Mehr works — evaluation through to delivery.
Charity project page on desktop
Charity concept page — project story and its needed items, on desktop.
// outcomes
CHECKOUT CONVERSION · CART TO PAID
2.8% vs 0.4% avg

During the joint campaign with the MAHAK charity, the redesigned checkout path converted at 2.8% cart to paid, against Mehr's 0.4% average. Tracked in Clarity funnels and heatmaps.

// next project
Safes
A parental-control app rebuilt around ready-to-use profile roles.
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