"Sport Relief" ecommerce platform

Comic Relief / 2012

For my first collaboration with Comic Relief in 2012, and to coincide with the London 2012 Olympics, I led the UX for the highly-successful Sport Relief web platform. 

Sport Relief are the organisers of the largest (by volume of participants) charity fun-run "mile" in the UK. 

My role

I was responsible for the registration, donation and payment checkout workflows, where more than one million people were expected to place transactions. The product needed to work fluently across desktop, tablet and mobile.

Researching the audience

 First-pass at breaking down Sport Relief's demographics  

First-pass at breaking down Sport Relief's demographics  

Kicking things off, one of my first tasks was to turn Comic Relief's marketing personas in to UX personas (see "Costly Mistakes in Persona Creation: Marketing vs. UX Personas"). Most demographic information at the start was simply split between youth worker entrants, corporate and "single person" entrant.

Here, I workshopped closely with Comic Relief product owners and research leads to gain an understanding of the intended demographic.

Following this, I interviewed a select number of users who had entered the previous Sport Relief fun-run "mile" back in 2010. From these interviews, I created a number of UX-centric personas, covering end-user goals, values and technical competencies.

audience findings

 UX-centric personas were heavily based on family connections

UX-centric personas were heavily based on family connections

Gaining a deeper understanding of the audience, I found that a large number of potential entrants had a preferred method of "signing up" or registering. This was based around their family connections. E.g. parents were more likely to register their children than themselves. School teachers were also similar (this lead to a "registration by proxy" user flow being created).

I found that children and adults alike were more likely to register other people after they've registered themselves (and not necessarily at the same time of self-registration). This lead to a "continue my registration" user flow)

I also found potential entrants were more willing to engage if their previous activity with the platform had been taken in to consideration i.e. a "2010 Sport Relief user" flow: "if I've signed up before, can you remind me and just pull my previous details?"

user flows

Using actual Comic Relief volunteers as a focus group to validate my hypotheses and further establish requirements that would inform my user tasks, I drew up a number of illustrative workflows, representative of the established personas:




Once personas, user tasks and key user journeys had been completed, a number of detailed wireframes and storyboards were created:


the result:
a £50 million success!

The charity platform,, launched at the beginning of 2012.

The website saw more than one million amateur and professional runners from up and down the UK entering the event. Even The Queen got in on the action!

Each of these participants, as well as those registering on the participants behalf, successfully applied for 'The Charity Mile' via the registration process platform I had designed.

To test the application process, I just had to enter (to make sure the platform was working correctly, of course!)... and in the process, I entered that summer's charity mile event, myself.

Along with one million other participants, I helped raise a massive £50,447,197 for good causes home and abroad - the highest figure ever raised for Sport Relief at the time.