Fundraising Everywhere sell two things on one platform: annual membership at £25 a month, or a one-off ticket for a single event. The work was the three pages where money changes hands, and the upsell between them.

Every page had to answer "how much is this" twice, for two people with different intentions. Buying a ticket ran straight from the product page to the 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, and nobody had noticed.

I mapped both buyer routes on one canvas, with the point they diverge marked, then ran a gap analysis that found four things missing from checkout, each one traced back to a stated business objective rather than my own opinion about checkout. That was only possible because KPIs were agreed with the client before any design started, across page performance, engagement and conversion, which is the part of this engagement I'd repeat anywhere.

The phasing decision mattered as much as anything on the page. A rebuild was coming, and folding the checkout fixes into it would have meant one piece of work with nothing wasted. But a membership business that goes dark for a replatform loses subscribers who never come back. So the conversion work shipped first, on the platform that was already live, and the rebuild followed once it had paid for itself. That meant knowing which of my own changes were disposable before I made them.

Four checkout gaps closed, each one traceable to a stated objective.