Redesigning Omaze's profile:
Redesigning Omaze's profile:
Redesigning Omaze's profile:
40% increase in sign-ups and $580k revenue boost
40% increase in sign-ups and $580k revenue boost
40% increase in sign-ups and $580k revenue boost
Responsive Web ◇ Platform Redesign ◇ 2020
I revamped the customer profile experience to help users track their entries and understand the impact of their donations, boosting the year-end repeat rate by encouraging participation in multiple sweepstakes.
I revamped the customer profile experience to help users track their entries and understand the impact of their donations, boosting the year-end repeat rate by encouraging participation in multiple sweepstakes.
I revamped the customer profile experience to help users track their entries and understand the impact of their donations, boosting the year-end repeat rate by encouraging participation in multiple sweepstakes.
Role
Product Designer
Timeframe
~6 months
Team
Product Manager, Delivery Lead, Software Engineers (2), QA Engineer
Revenue
$130MM+
Company size
100-150
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Context
Omaze’s account pages suffered from low engagement, and too many users were entering a single sweepstake and then abandoning the platform, leading to a significant loss of trust and high support ticket volume.
Omaze’s account pages suffered from low engagement, and too many users were entering a single sweepstake and then abandoning the platform, leading to a significant loss of trust and high support ticket volume.
Omaze’s account pages suffered from low engagement, and too many users were entering a single sweepstake and then abandoning the platform, leading to a significant loss of trust and high support ticket volume.
What's Omaze?
What's Omaze?
What's Omaze?
Problem Space
Users found it difficult to track entries and winners, which reduced engagement and overwhelmed support with redundant inquiries, creating a poor customer experience.
Users found it difficult to track entries and winners, which reduced engagement and overwhelmed support with redundant inquiries, creating a poor customer experience.
Users found it difficult to track entries and winners, which reduced engagement and overwhelmed support with redundant inquiries, creating a poor customer experience.
Solution
I redesigned the profile to highlight entries and close the loop on participation, improving transparency and usability while effectively addressing key pain points.
I redesigned the profile to highlight entries and close the loop on participation, improving transparency and usability while effectively addressing key pain points.
I redesigned the profile to highlight entries and close the loop on participation, improving transparency and usability while effectively addressing key pain points.
Impact
The redesign led to a 40% increase in sign-ups, generated $580k in additional revenue in two months, and reduced account-related support tickets by 50%, enhancing both user engagement and operational efficiency.
The redesign led to a 40% increase in sign-ups, generated $580k in additional revenue in two months, and reduced account-related support tickets by 50%, enhancing both user engagement and operational efficiency.
The redesign led to a 40% increase in sign-ups, generated $580k in additional revenue in two months, and reduced account-related support tickets by 50%, enhancing both user engagement and operational efficiency.
STEP ONE
Audit the experience
Audit the experience
Audit the experience
This is what your account looked like after Omaze migrated their tech stack to Shopify. It's too "e-comm" and not user friendly. (Apologies for the blurry screenshots - it's all I could find)
It wasn’t easy to track your participation with Omaze.
It wasn’t easy to track your participation with Omaze.
It wasn’t easy to track your participation with Omaze.
It wasn’t easy to track your participation with Omaze.
The CX team was overburdeded. Returning user engagement was low.
The CX team was overburdeded. Returning user engagement was low.
The CX team was overburdeded. Returning user engagement was low.
The CX team was overburdeded. Returning user engagement was low.
This low repeat rate was threatening Omaze's ability to scale.
This low repeat rate was threatening Omaze's ability to scale.
This low repeat rate was threatening Omaze's ability to scale.
This low repeat rate was threatening Omaze's ability to scale.
“There’s a grave lack of transparency. How much has the fundraiser raised in total? Where can I see…how many “entries” I’ve earned based on said donations?”
Omaze Customer, via social comment
Customer, via social
Customer, via social
“The lack of communication about winners and how many total entries were involved can be somewhat frustrating for those that have donated to many causes.”
Omaze Customer, via post-purchase survey
Customer, via survey
Customer, via survey
“I have been fantastically planning free entries on top of my very limited donations, and would love to see how many I have for each experience!”
Omaze Customer, via CX ticket
Customer, via CX
Customer, via CX
STEP TWO
Analyze qualitative and quantitative insights
Analyze qualitative and quantitative insights
Analyze qualitative and quantitative insights
My hypothesis: Customers just wanted a simple dashboard of their sweepstakes showing dates, entries and winner status to encourage them to enter again.
My PM and engineers were aligned, but I spearheaded surveys and interviews to validate this hypothesis and get it prioritized further up the chain. I set up all surveys and led the analysis, recruited participants and managed sign ups, outlined the test plans, led all the interviews, and and presented the findings to key stakeholders like the president and CMO.
I gathered insights from current customer via an on-site account survey to priortize known pain points.
I gathered insights from current customer via an on-site account survey to priortize known pain points.
I gathered insights from current customer via an on-site account survey to priortize known pain points.
I gathered insights from current customer via an on-site account survey to priortize known pain points.
“No idea how or where to track the status or results of the winner. It would be great if you could show the results on the same page where we see the campaigns we contributed to.”
“No idea how or where to track the status or results of the winner. It would be great if you could show the results on the same page where we see the campaigns we contributed to.”
Omaze Customer in 1:1 interview
Omaze Customer in 1:1 interview
I then interviewed customers 1:1 to dig deeper into how these pain points correlated to loss of trust.
I then interviewed customers 1:1 to dig deeper into how these pain points correlated to loss of trust.
I then interviewed customers 1:1 to dig deeper into how these pain points correlated to loss of trust.
I then interviewed customers 1:1 to dig deeper into how these pain points correlated to loss of trust.
I followed with concept testing to help de-scope from the larger vision and prioritize key needs.
I followed with concept testing to help de-scope from the larger vision and prioritize key needs.
I followed with concept testing to help de-scope from the larger vision and prioritize key needs.
I followed with concept testing to help de-scope from the larger vision and prioritize key needs.
As I had predicted, current customers just wanted something simple to show their participation with Omaze. I presented the findings and included compelling video clips from customer interviews and survey data. The widespread nature of the issue and its strong correlation with trust and repeat rate helped secure buy-in for the feature, which meant my team could get to work.
As I had predicted, current customers just wanted something simple to show their participation with Omaze. I presented the findings and included compelling video clips from customer interviews and survey data. The widespread nature of the issue and its strong correlation with trust and repeat rate helped secure buy-in for the feature, which meant my team could get to work.
personas
Who I was designing for:
Who I was designing for:
Who I was designing for
The Sweepstakes Enthusiast
Loves the thrill of winning big. Enters multiple sweepstakes regularly.
Motivation
Excited by the chance to win luxury experiences, cars, or celebrity interactions.
Behavior
Engages with Omaze frequently, checking for new sweepstakes and promotions. Likely follows Omaze on social media.
Pain Points
Wants transparency on odds, entry status, and winners. Frustrated by unclear tracking.
Design Consideration
Needs an easy way to see entries and participation history, reducing customer support inquiries.
The Charitable Giver
Enters sweepstakes but values impact—wants their money to go toward a cause.
Motivation
Cares about social good. May be a repeat donor if they see real impact.
Behavior
Reads about charity partnerships before entering. Appreciates clear messaging on where their money goes.
Pain Points
Feels disconnected from how their donation helps. Lacks follow-up engagement after entering.
Design Consideration
Needs clearer post-entry messaging that closes the loop on impact.
So… how might we…
So… how might we…
So… how might we…
Improve the transparency and usability of Omaze’s profile experience to foster customer trust, encourage repeat engagement, and reduce support inquiries?
Improve the transparency and usability of Omaze’s profile experience to foster customer trust, encourage repeat engagement, and reduce support inquiries?
Improve the transparency and usability of Omaze’s profile experience to foster customer trust, encourage repeat engagement, and reduce support inquiries?
STEP THREE
Brainstorm and ideate
Brainstorm and ideate
Brainstorm and ideate
My design goals: Generate innovative ideas, ensure solutions aligned with user needs, and establish a clear direction for a phased release strategy.
My design goals: Generate innovative ideas, ensure solutions aligned with user needs, and establish a clear direction for a phased release strategy.
My design goals: Generate innovative ideas, ensure solutions aligned with user needs, and establish a clear direction for a phased release strategy.
I first led a Crazy 8’s workshop to align cross-functional teams, fostering creativity and driving consensus around a shared vision for the redesign. This fortunately was pre-COVID and we could use real paper and dot stickers!
I first led a Crazy 8’s workshop to align cross-functional teams, fostering creativity and driving consensus around a shared vision for the redesign. This fortunately was pre-COVID and we could use real paper and dot stickers!
I first led a Crazy 8’s workshop to align cross-functional teams, fostering creativity and driving consensus around a shared vision for the redesign. This fortunately was pre-COVID and we could use real paper and dot stickers!
From there, I took those ideas and sketched, iterating on layouts and flows. I used these to work out a phased release strategy with engineers to ensure a seamless progression from concept to execution.
From there, I took those ideas and sketched, iterating on layouts and flows. I used these to work out a phased release strategy with engineers to ensure a seamless progression from concept to execution.
From there, I took those ideas and sketched, iterating on layouts and flows. I used these to work out a phased release strategy with engineers to ensure a seamless progression from concept to execution.
Serving as the blueprint for collaboration, I created wireframes to align my PM and engineering on the specifics of my approach, ensuring technical feasibility while maintaining focus on user needs.
Serving as the blueprint for collaboration, I created wireframes to align my PM and engineering on the specifics of my approach, ensuring technical feasibility while maintaining focus on user needs.
Serving as the blueprint for collaboration, I created wireframes to align my PM and engineering on the specifics of my approach, ensuring technical feasibility while maintaining focus on user needs.
The phased approach we aligned on:
The phased approach we aligned on:
First, launch editable personal settings and communicate the winner selection process.
First, launch editable personal settings and communicate the winner selection process.
First, launch editable personal settings and communicate the winner selection process.
First, launch editable personal settings and communicate the winner selection process.
Then, launch the new responsive dashboard showing orders by prize and end date.
Then, launch the new responsive dashboard showing orders by prize and end date.
Then, launch the new responsive dashboard showing orders by prize and end date.
Then, launch the new responsive dashboard showing orders by prize and end date.
Last, show one's total entries per sweepstakes on each card, and announce updates to customers.
Last, show one's total entries per sweepstakes on each card, and announce updates to customers.
Last, show one's total entries per sweepstakes on each card, and announce updates to customers.
Last, show one's total entries per sweepstakes on each card, and announce updates to customers.
STEP FOUR
Gut-check with users
Gut-check with users
Gut-check with users
I designed, built and tested a quick prototype with six current customers to further validate the content and feature hierarchy.
I received overwhelmingly positive feedback on having total entries front and center and the overall dashboard organization. This just added more confidence to what we were building, helping keep the team motivated.
I designed, built and tested a quick prototype with six current customers to further validate the content and feature hierarchy.
I received overwhelmingly positive feedback on having total entries front and center and the overall dashboard organization. This just added more confidence to what we were building, helping keep the team motivated.
I designed, built and tested a quick prototype with six current customers to further validate the content and feature hierarchy.
I received overwhelmingly positive feedback on having total entries front and center and the overall dashboard organization. This just added more confidence to what we were building, helping keep the team motivated.
100% found the dashboard easy to use and that it met their expectations.
“Easy to navigate. Never had to extensively search to find any information.”
83% reported a significant increase in transparency and trust in Omaze.
STEP FIVE
STEP FIVE
Hand it off to engineering
Hand it off to engineering
Hand it off to engineering
I used Figma to finalize all template layouts across breakpoints, starting with wireframe kits to save time and later refining the UI to match the current design system, as rebranding was out of scope.
I had just migrated the team to Figma from Sketch and was simultaneously defining the team's first real component library as they worked it into Storybook.
I collaborated closely with engineers, using mobile and desktop prototypes to clearly communicate user flows and interaction patterns, ensuring smooth implementation.
I used Figma to finalize all template layouts across breakpoints, starting with wireframe kits to save time and later refining the UI to match the current design system, as rebranding was out of scope.
I had just migrated the team to Figma from Sketch and was simultaneously defining the team's first real component library as they worked it into Storybook.
I collaborated closely with engineers, using mobile and desktop prototypes to clearly communicate user flows and interaction patterns, ensuring smooth implementation.
I used Figma to finalize all template layouts across breakpoints, starting with wireframe kits to save time and later refining the UI to match the current design system, as rebranding was out of scope.
I had just migrated the team to Figma from Sketch and was simultaneously defining the team's first real component library as they worked it into Storybook.
I collaborated closely with engineers, using mobile and desktop prototypes to clearly communicate user flows and interaction patterns, ensuring smooth implementation.
The final design
The final design
The final design
Editable account settings (name and phone number) and new pathways encourage users to enter more sweepstakes and explore additional Omaze offerings.
Editable account settings (name and phone number) and new pathways encourage users to enter more sweepstakes and explore additional Omaze offerings.
Editable account settings (name and phone number) and new pathways encourage users to enter more sweepstakes and explore additional Omaze offerings.
The profile dashboard MVP includes tabs for active and closed experiences, tags to display urgency and winner updates, and a prominent display of total entries.
The profile dashboard MVP includes tabs for active and closed experiences, tags to display urgency and winner updates, and a prominent display of total entries.
The profile dashboard MVP includes tabs for active and closed experiences, tags to display urgency and winner updates, and a prominent display of total entries.
STEP SIX
Go to market
Go to market
Go to market
Our go-to-market team (me, our new design systems designer, our creative lead, and lifecycle marketing manager) promoted the feature across email and social media, as well as on-site onboarding to highlight the new updates. I provided expertise on profile design to ensure key points aligned with customer needs.
Our go-to-market team (me, our new design systems designer, our creative lead, and lifecycle marketing manager) promoted the feature across email and social media, as well as on-site onboarding to highlight the new updates. I provided expertise on profile design to ensure key points aligned with customer needs.
Our go-to-market team (me, our new design systems designer, our creative lead, and lifecycle marketing manager) promoted the feature across email and social media, as well as on-site onboarding to highlight the new updates. I provided expertise on profile design to ensure key points aligned with customer needs.
STEP SEVEN
Analyze impact
Analyze impact
Analyze impact
SHORT-TERM
SHORT-TERM
SHORT-TERM
+$580k
+$580k
+$580k
Increase in revenue after two months.
By designing and implementing a more transparent and user-friendly dashboard, I contributed to a $580k revenue increase within two months.
Increase in revenue after two months.
By designing and implementing a more transparent and user-friendly dashboard, I contributed to a $580k revenue increase within two months.
Increase in revenue after two months.
By designing and implementing a more transparent and user-friendly dashboard, I contributed to a $580k revenue increase within two months.
YEAR-END
YEAR-END
YEAR-END
+20%
+20%
+20%
Increase in year-end order velocity
Order velocity rose from 1.23 to 1.47, reflecting higher user engagement and repeat participation.
Increase in year-end order velocity
Order velocity rose from 1.23 to 1.47, reflecting higher user engagement and repeat participation.
Increase in year-end order velocity
Order velocity rose from 1.23 to 1.47, reflecting higher user engagement and repeat participation.
SERVICE DESIGN
SERVICE DESIGN
SERVICE DESIGN
-50%
-50%
-50%
Reduction in support tickets
Profile updates cut account-related support tickets by 50%, from 300 to 150 by year-end.
Reduction in support tickets
Profile updates cut account-related support tickets by 50%, from 300 to 150 by year-end.
Reduction in support tickets
Profile updates cut account-related support tickets by 50%, from 300 to 150 by year-end.
What I learned
What I learned
What I learned
What I learned
What I would do differently
What I would do differently
What I would do differently
What I would do differently
Customers shared their excitement across social media and through email and CX responses.
What happened next?
What happened next?
What happened next?
To further address Omaze’s brand trust issues and improve retention, I led the design and implementation of winner and impact landing pages directly on our core site, replacing external domains like Squarespace and WordPress.
This project demonstrated the value of centralizing experiences, inspiring future initiatives to streamline Omaze’s digital ecosystem and further enhance brand trust.
Along with my PM, I built these new pages within Shopify and Sanity so we could streamline the user experience, showcase real winners, and communicate Omaze’s impact in a cohesive, branded environment.
The results were significant considering no engineers were used for this work. Redirecting traffic to our core site led to:
To further address Omaze’s brand trust issues and improve retention, I led the design and implementation of winner and impact landing pages directly on our core site, replacing external domains like Squarespace and WordPress.
This project demonstrated the value of centralizing experiences, inspiring future initiatives to streamline Omaze’s digital ecosystem and further enhance brand trust.
Along with my PM, I built these new pages within Shopify and Sanity so we could streamline the user experience, showcase real winners, and communicate Omaze’s impact in a cohesive, branded environment.
The results were significant considering no engineers were used for this work. Redirecting traffic to our core site led to:
To further address Omaze’s brand trust issues and improve retention, I led the design and implementation of winner and impact landing pages directly on our core site, replacing external domains like Squarespace and WordPress.
This project demonstrated the value of centralizing experiences, inspiring future initiatives to streamline Omaze’s digital ecosystem and further enhance brand trust.
Along with my PM, I built these new pages within Shopify and Sanity so we could streamline the user experience, showcase real winners, and communicate Omaze’s impact in a cohesive, branded environment.
The results were significant considering no engineers were used for this work. Redirecting traffic to our core site led to:
+$120k
+$120k
+$120k
in gross donation value in just 4 months.
in gross donation value in just 4 months.
in gross donation value in just 4 months.
+34%
+34%
+34%
increase in checkouts
increase in checkouts
increase in checkouts
Keep reading
Keep reading
More examples of design that drives results.
More examples of design that drives results.
Boosting Gusto's signup funnel via iterative testing
By introducing a password-free lead form and tailored content, I increased visits converting to leads by 15%, driving measurable growth for the business.
Optimizing Therabody's PDP via iterative testing
I optimized product detail pages through targeted A/B testing to increase conversion rates by 12-15%, all while minimizing engineering needs.
Boosting Gusto's signup funnel via iterative testing
By introducing a password-free lead form and tailored content, I increased visits converting to leads by 15%, driving measurable growth for the business.
Optimizing Therabody's PDP via iterative testing
I optimized product detail pages through targeted A/B testing to increase conversion rates by 12-15%, all while minimizing engineering needs.
Boosting Gusto's signup funnel via iterative testing
By introducing a password-free lead form and tailored content, I increased visits converting to leads by 15%, driving measurable growth for the business.
Optimizing Therabody's PDP via iterative testing
I optimized product detail pages through targeted A/B testing to increase conversion rates by 12-15%, all while minimizing engineering needs.
Let's connect
Open to new projects, collaborations, and conversations.
© 2025 – Jessica Goldman Design
Crafting impactful design solutions with empathy and strategy.
Let's connect
Open to new projects, collaborations, and conversations.
© 2025 – Jessica Goldman Design
Crafting impactful design solutions with empathy and strategy.
Let's connect
Open to new projects, collaborations, and conversations.
© 2025 – Jessica Goldman Design
Crafting impactful design solutions with empathy and strategy.
Let's connect
Open to new projects, collaborations, and conversations.
© 2025 – Jessica Goldman Design
Crafting impactful design solutions with empathy and strategy.