My role: UX Lead

Timeframe: 3 Months

Project scope Mighty Hikes is a series of one-day hiking marathons all over the UK to raise money for people effected by cancer. Insights from participants showed us that they needed a platform where they can register and follow their progress from the start to the end of their hiking experience.

I worked closely to senior stakeholders and a project manager in order to define the strategy and identify new opportunities driven by design thinking activities.

Project objectives and Goals

The research had the goal of gathering feedback from generative insights in relation of the participants's Mighty Hikes journey from the Awareness > The sign up process > Completion of the hike.

Our hypotesis was that giving to the participants a single place we could improve their experience and increase number of registrations and also their engagement.

What we have to deliver as an MVP:

  1. Registration process
  2. Pay in journey
  3. New modern UI coherent with the charity brand and look and feel
  4. Relevant content in order to engage before, during and after the experience


Data analysis and Competitor research I've conducted a competitor research based on data from other charities and fundraising campaigns across the UK. This helped me to complete a benchmarks analysis.

Qualitative Research

With the help from the marketing team we sent an exit qualitative survey after the hikes and we collected around 4.000 answers from participants.

Another survey was posted in the Facebook page of the event and it collected 163 feedback. This allowed us to understand user needs and behaviour and to cover specific areas that we wanted to investigate like training and after the hike activities.

Challenge As a charity organisation it was not always possible to have economic support to conduct user testings and generative research. We had to find other ways to support our research: we pushed on social networks and sent out surveys without recorring in any additional costs.

Surveys we sent out to users

Findings from qualitative research After collecting and analysing the findings, we built a customer experience map to identify all the touchpoints, the As is and the To be scenarios.

Findings from research and customer experience map

Identifying personas I conducted user research sessions to derive product insights, employing: user interviews, contextual inquiry and analysis, persona development, card sorting, etc.

Example of fundraising persona

Opportunities and Challenges

  • Show how the events are close to users interests and their personality
  • Make clear how the money raised will help people affected by cancer
  • Show how taking part in the hikes benefits them: e.g. adventure with friends, achievement of a goal etc
  • Make the registration simple and easy
  • Simplify the pay in process investigating new ways of pay in

New flow proposal and key insights

Information architecture
First wireframes
UI and components

Outcome After a series of user testing and guerrilla testing, the team supported the development team and the MVP went live in 2019. Check how this looks like here.