Lightful
Lightful is a technology company on a mission to help nonprofits and social enterprises become better storytellers, build trust and raise more money.
Lightful’s mission was made possible through its social media platform, the programmes run through its academy, and AI-powered products such as Lightful AI.
Year
2024/2025/2026
Field
Product Design, Branding
Tools
Figma
At Lightful, I shaped the design vision across brand, product, and digital experiences. As AI became central to Lightful’s roadmap, my role evolved. I helped define how AI could be embedded into both the products and the design process in a way that was meaningful, responsible.
Lightful AI was designed to help nonprofit teams reduce the operational burden of creating campaigns, stories, donor personas, visuals, and fundraising content. The product problem was clear: nonprofit teams often work with limited time, budget, and creative capacity. The impact was: 1) Consolidated five separate AI tools into one unified product direction. 2) Reduced estimated campaign creation time by 60–70%. 3) Helped nonprofit users move from idea to usable content in minutes instead of hours. 4) Created a scalable foundation for future AI workflows across content, campaigns, personas, and fundraising.
Lightful Academy was Lightful's core learning platform for nonprofits and professionals, combining: E-learning content, Live workshops, 1:1 coaching, Practical digital tools.
It was critical to Lightful's value proposition, but also our weakest experience. Was built on top of a third-party LMS (Docebo).
Had a fragmented information architecture.
Was not designed mobile-first.
Had limited flexibility for iteration and experimentation.
Offered no AI support.
I analyzed platform analytics and discovered a critical insight: Almost 90% of our users were accessing and learning on mobile. This was a turning point. The platform had been designed desktop-first, but users were learning on the go, between meetings, on trains, or in short sessions.
How we measured
success:
Adoption of the new experience.
Qualitative feedback from users and coaches.
Reduced confusion around where to start.
Users felt more confident navigating the academy.
The experience finally matched the quality of the content.
Dono is a conceptual fundraising platform designed to make donating feel more personal, transparent, and accessible through a mobile-first experience.
As part of the product exploration at Lightful, the project focused on simplifying the relationship between donors, organizations, and fundraising campaigns, creating a smoother flow for discovering causes, tracking impact, and contributing in just a few steps.
From a UX perspective, I explored how trust, emotional storytelling, and financial clarity could coexist within a clean and highly approachable interface. The product also introduced dedicated experiences for both donors and organizers, allowing campaign management, donation tracking, and community engagement inside a unified ecosystem.
Umbraly is an emotionally intelligent community platform designed to help people discover meaningful local experiences, volunteering opportunities, and support spaces based not only on location, but on emotional compatibility, social energy, and personal needs.
The product explores how thoughtful design can reduce the emotional friction often associated with loneliness, social anxiety, and entering new communities. Instead of functioning like a traditional charity directory, Umbraly uses guided onboarding, trust-centered UX, and AI-assisted recommendations to help people find environments where they feel genuinely comfortable, welcomed, and understood.
I designed the experience around a core product challenge: how might we make human connection feel safer, calmer, and more accessible in moments where people feel emotionally disconnected?
