SOS International is one of the world’s largest charity organizations helping children — present in well over a hundred countries worldwide. The IT department I worked with supported the websites for more than 70 of them.
Around eight developers, several managers, no UI/UX or CRO professional in the room. Features and improvements got requested all the time. Developers built them. Clients rejected the results. Nobody could say what done was supposed to look like.
The team was caught between two loops feeding each other — a Done loop (no shared definition of finished) and an Opinion loop (subjective feedback filling the vacuum left behind):
Feature request → development → rejected → opinion → rework → rejected → more opinion.
That created two problems, both serious. The design system was inconsistent — every new feature reinvented from scratch, no reusable components, fragmented experience across markets. And the donation forms weren’t converting like they should. Long. Visually outdated. Hard to fill out. Missing the basics.
The donation forms are the part that mattered most. They’re not just conversion mechanics. Every percentage point of friction is a kid who doesn’t get helped.
The team needed shared language. Components, patterns, states, typography, color, accessibility rules — all documented in a way developers could actually use. We didn’t make it pretty. We made it usable.
The goal: a developer should be able to build a new feature without reinventing the wheel and without guessing what good looks like. Fewer questions, fewer rework cycles, faster delivery — at a scale that works across 70+ country sites.
The old form tried to do everything on one screen. We rebuilt it around how people actually donate — three clear steps, each with one job:
Contact info → Donation info → Payment
Each step was short. Each step earned the next.
Trust signals. Framing copy that explained what was about to happen. Micro-reassurances at the moments people hesitate. Clear CTAs, clear input states, clear validation, clear errors. Accessibility built in from the start, not patched on later.
The kind of details that don’t get noticed when they work — and break the entire donation when they don’t.
The design system, the donation form patterns, the rules — all written for the team that would maintain it. Developer-friendly docs, not designer-pretty ones.
We even shipped modular email templates, coded for their enterprise marketing platform, so the unification carried into how SOS communicated with donors after they gave.
The engagement ran about a year and a half. Today, SOS International has a unified design system the development team can build with — faster, more consistent, easier to scale across 70+ country sites — a redesigned three-step donation journey with CRO and UI/UX fundamentals baked in, and accessibility built into the foundation instead of patched on later.
Modular email templates carry the same design language into post-donation communications. The documentation we wrote means the work compounds instead of decaying.
SOS International tracks performance through an enterprise analytics partner. I don’t share sensitive performance numbers publicly. What I can say is what we built and what it was built for.
“Every percentage point of conversion lift means more kids helped.” That was the brief. The whole brief.
reduction in design and development time when teams adopt a unified design system at scale.
Source — Industry research on design system ROI
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I am working with Miro since 3 years for our global digital marketing platform (serving 36 countries) in the area of design and user experience… Miro is one of the few persons who both understands and is highly professional in both web design and front end, knows what is important and actual in the industry and is a fast and (for me even more important) reliable partner, delivering quality. Looking forward for the next exciting projects to come.
