Fundraising Everywhere sell two things on one platform: annual membership at £25 a month, or a one-off ticket for a single event. Salesforce held member records, WooCommerce handled invoicing, and the platform was live throughout.

I mapped both buyer routes on one canvas and marked where they diverge. Buying a ticket ran straight from product page to basket. Buying a membership meant leaving the product page for a separate landing page and starting again. The higher-value customer had the longer route, which nobody intended and everybody had stopped noticing.

KPIs were agreed with the client before any design started, so each of the four gaps I found in checkout traced back to a stated objective and not to my opinion about checkout.

The phasing mattered more than the design. A rebuild was coming, and folding the checkout fixes into it would have been one piece of work with nothing wasted. But a membership business that goes dark for a replatform loses subscribers who do not come back. So the conversion work shipped first, on the old platform, to its constraints, knowing it was disposable.

Four gaps closed. Results were never shared with me.