Helpa.Me.

Helpa.Me is a healthcare fundraising platform that helps people raise money for urgent medical needs transparently and efficiently. The platform serves five distinct user groups — donors, campaign owners, NGOs, affiliates, and internal admins — each with different goals, different trust requirements, and different operational tasks. The design challenge was not just emotional: it was structural. I had to make a genuinely complex multi-portal product feel coherent, trustworthy, and easy to use across all five groups simultaneously.

Medical fundraising is one of the hardest trust problems in product design. Donors need proof and visibility before giving; a vague campaign or unclear outcome quickly kills conversion. Campaign owners need a creation experience that feels guided and supportive, not bureaucratic. And the admin and NGO portals had grown into fragmented, poorly structured tools that were slowing operations on the back end. Mobile checkout abandonment was high, average donation sizes were low, and the platform's trust signals were not doing enough work to close the gap.

I redesigned Helpa as a coordinated multi-portal system with dedicated flows for each user group — while ensuring the experience felt like one product rather than five disconnected admin tools. On the donor side, I introduced stronger trust and transparency signals at the campaign level, a cleaner mobile donation flow, and an AI-powered campaign story feature that helped campaign owners communicate medical situations more compellingly — making campaigns more credible and donation decisions easier. On the operations side, I restructured reporting, management, and oversight flows so admins and NGO coordinators could work more efficiently.

1. Mapped the motivations, hesitations, and task flows of all five user groups to understand where trust, clarity, and operational efficiency were breaking down.
2. Identified mobile checkout friction as the highest-leverage problem for donor conversion and redesigned that flow as a priority.
3. Designed a multi-portal information architecture that gave each role only the screens and data they needed, while maintaining coherence across the product.
4. Developed the AI-assisted campaign story feature — a guided creation flow that helped campaign owners write clear, credible medical narratives, directly improving campaign quality and donor confidence.
5. Used deliberate interface hierarchy and social proof signals at key decision points to reduce donor skepticism without adding unnecessary steps.
6. Tested mobile donation flows at low fidelity to validate friction reduction before investing in high-fidelity production.

Helpa.Me went on to facilitate over ₦500M in fundraising through the redesigned platform. The AI-assisted campaign story feature drove a 40% increase in average donation size by producing more credible, better-structured campaign narratives. The redesigned mobile checkout flow reduced abandonment by 25%. The platform shifted from a fragmented set of loosely connected tools to a coherent multi-portal product that could genuinely support both the emotional weight of medical fundraising and the operational complexity of running it at scale.