Tesco Self-Checkout

From 2022–2024, I worked for Tesco as a Senior UX Writer. One of my first assignments was to improve the screen on the self-checkout till that asks you to round up your total for charity.

Here's the original version of the screen, as it looked in February 2022:

So...how much am I donating?

What I did

The biggest problem, obviously, was the unclear donation amount. I highlighted the four separate amounts in the screen above, only one of which is the actual suggested donation amount—and it's not in either the headline or the CTA button.

I only had about 24 hours to turn around the new copy, because Tesco was keen to launch the new appeal as soon as possible to support the work of the British Red Cross in Ukraine.

Here's the screen we launched in March 2022:

Updated version launched in March 2022

So did it work?

In a word, yes. Here are the results of the new screen as compared to the version from the previous month:

10% increase in donation amount
65% increase in donation conversions
94% increase in total donation revenue

Not bad for a day's work.