A single-column donation form.
Distractions removed, clear visual progression (Amount, then Details, then Payment), and suggested amounts brought to the fore.
Case study
Crowdfunding platform · Nantes / Paris
HelloAsso
Reduce friction at the moment of payment to maximize the donation conversion rate, while maintaining the highest level of trust and security, on mobile as well as desktop.
The context
HelloAsso is the French benchmark for crowdfunding dedicated to nonprofits, foundations and sports clubs. With millions of users and massive traffic surges (year-end, humanitarian emergencies), the platform must pair robust technology with a flawless user experience.
The brief
The goal: increase the completion rate of donation and membership forms. The expectations:
- Zero friction at payment.Streamline the steps, integrate the tip in an ergonomic way without being intrusive, and offer local payment methods (Apple Pay, Google Pay).
- Trust and transparency.Instantly reassure users about the "100% free for nonprofits" model and data security (GDPR, PCI-DSS).
- Technical performance.Guarantee green Core Web Vitals, even during traffic spikes of x10.
- Accessibility.A journey compliant with RGAA standards, so no donor is left behind.
The design approach
A caring, uncluttered and mobile-first direction: the interface should step back to make room for emotion and the act of giving.
The smart "Tip".
A tip suggestion for HelloAsso woven in a playful, positive way, with micro-animations that celebrate the gesture.
Visual reassurance.
Security badges, banking partner logos and "Secure payment" mentions placed strategically near the call-to-action button.
Dark mode and contrast.
A color palette (signature purple) crafted for optimal reading comfort and full compliance with accessibility standards.
The build
- Front-end rebuild of the donation widget in React/Next.js for maximum fluidity (SPA feel).
- Native integration of mobile wallets (Apple Pay, Google Pay) to cut payment time to < 10 seconds.
- Aggressive optimization of Core Web Vitals (LCP < 1.2s, CLS < 0.1).
- Continuous A/B testing on CTA wording and tip placement.
- RGAA (accessibility) audit and remediation to level AA.
The project in numbers
- 100% of funds passed on to the organizations (tip-based model)
- Donation widget embedded via iframe or seamless redirect on 50,000+ nonprofit websites
- Payment in 3 taps on mobile thanks to wallets
- RGAA level AA compliance validated
- 99.99% availability during activity peaks (Téléthon, humanitarian crises)
The results
- Overall traffic (GA4, 6 months after the redesign): 4.2 million visits/month (peaking at 8M in December)
- Donation conversion rate (GA4): +18% increase in donation form completion compared with the previous version
- Mobile share (GA4): 68% of donations are now finalized on smartphone (vs 52% before)
- Bounce rate on the confirmation page: < 5% (users share their donation on social media)
- Lighthouse score (Performance): 98/100 on mobile
In their words
On a platform like ours, every tenth of a second of friction can cost a donation. The team rethought the payment journey with rare finesse, putting people and simplicity at the center. The results on the mobile conversion rate are beyond our expectations.
Since the widget was updated on our site, our members tell us the process is far simpler. We saw our number of new online members rise by 25% in three months. It is smooth, reassuring and effective.
More work
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