KRISTEN DOMENICO

NYBC's digital donor experience was fragmented across multiple systems, creating friction throughout scheduling, education, and donor engagement. The opportunity extended beyond redesigning an application—it required establishing a long-term product vision that could support future donor experiences, operational workflows, and organizational growth.

As the lead product designer, I partnered with executive leadership, product, engineering, marketing, physicians, and operations to define a platform that balanced business objectives, technical feasibility, and donor needs.

PROJECT IMPACT

Donor Plus was designed to simplify the donor journey while delivering measurable business value. By reducing friction throughout the scheduling experience and creating a scalable platform for donor engagement, the product contributed to stronger conversion, increased appointment volume, and significant organizational impact.

6%
Increase in appointment volume

55K+
Appointments booked through Donor Plus

55%
Visitor-to-booking conversion

$23.6M
Revenue generated

Before designing the experience, I mapped the questions donors ask as their relationship with NYBC evolves—from deciding whether to donate for the first time to becoming a long-term, engaged donor. This exercise uncovered opportunities to reduce uncertainty, build trust, and increase retention, while aligning stakeholders around a shared product vision.

DEFINING THE PROJECT STRATEGY

DESIGNING THE END TO END EXPERIENCE

Rather than optimizing individual screens, I mapped the complete donor journey to understand where people needed confidence, guidance, and motivation at every stage. This framework helped align business goals with donor needs, uncover product opportunities, and establish a long-term experience strategy before designing individual features.

DESIGNING THE BOOKING EXPERIENCE

Rather than optimizing a single user flow, I evaluated multiple scheduling models to accommodate different donor behaviors and levels of familiarity. This exploration helped establish a scalable information architecture that supports multiple entry points while maintaining a consistent booking experience, reducing cognitive load without increasing product complexity.

DESIGNING FOR SCALE

To support long-term scalability, I established the visual language and reusable component system that became the foundation of Donor Plus. This included typography, accessibility standards, iconography, color, interaction patterns, and reusable UI components that improved consistency across future feature

One strategic opportunity was reducing the commitment required to explore the platform. I introduced Explore Mode, allowing prospective donors to experience the application before registration. This lowered friction, increased product transparency, and encouraged first-time donations.

INCREASING CONVERSION

SIMPLIFYING SCHEDULING

Finding the right donation opportunity required balancing donor preferences, operational capacity, and geographic availability. I designed an interactive scheduling experience that combines mapping, appointment availability, donor education, and scheduling into a single seamless workflow.

DESIGNING TRUST

Education became part of the product experience instead of separate documentation. Working alongside physicians and subject matter experts, I integrated medically reviewed content throughout the donor journey, helping donors make informed decisions exactly when they needed guidance.

Retention was treated as a product problem rather than a marketing initiative. In collaboration with Marketing and Brand, I designed a recognition system that reinforces donor milestones, encourages repeat participation, and strengthens emotional connection to the NYBC mission.

DRIVING LONG TERM ENGAGEMENT

Rather than designing only for the initial release, I explored how the platform could evolve into an intelligent donor engagement ecosystem.

Donor Analytics Hub

Create a centralized platform for donor engagement, operational visibility, and performance insights.

Cross-Team Intelligence

Enable Marketing, Operations, and Data Science through shared data, personalization, and AI-powered decision support.

AI Assistant

Deliver conversational guidance and real-time assistance for donors, staff, and internal teams through an integrated AI experience.

FUTURE VISION

KRISTEN DOMENICO

kristenldomenico@gmail.com