# CharityRight Admin — Persona Analysis & Journey Design

## The Real Users (Not What the Code Assumes)

### Only 2-3 people actually use this admin panel regularly:
1. **Sahibah Ali** — Supporter care / operations (last active 2 weeks ago)
2. **Jasmine Begum** — Operations / fundraiser management (last active 2 weeks ago)  
3. **Omair** — Technical oversight (Superadmin)

128 accounts have Superadmin role, but 120+ are dormant test accounts, old staff, or event-specific accounts created years ago.

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## Persona 1: "Sahibah" — The Supporter Care Person

**Who she is:** A charity staff member who handles donor inquiries. When someone emails donations@charityright.org.uk or calls asking about their donation, she needs to help them.

**Her real questions (not what the admin shows her):**
- "Someone emailed saying their donation didn't go through — can I find it?"
- "A donor wants to change their regular giving amount — where is their subscription?"
- "Someone wants a copy of their receipt — can I resend it?"
- "A donor says they donated £50 but only see £45 — what happened?" (admin fee)
- "Someone wants to cancel their monthly giving"
- "A donor wants to claim Gift Aid — did they tick the box?"
- "How many donations did we get today?"

**Her pain right now:**
- She has to search Customers, then click Edit, then scroll to the Donations tab, then find the donation, then click it — 4 clicks just to see someone's donation
- She can't search by donation reference number from the main search
- She can't see at a glance if a donor has Gift Aid enabled
- There's no way to add a note saying "Called on 4 March, wants refund"
- She can't see a donor's total lifetime value
- The dashboard shows her system metrics she doesn't understand

**What she WANTS when she logs in:**
→ A search box. Type an email. See everything about that person. Done.

### Persona 2: "Jasmine" — The Campaign Manager

**Who she is:** Manages fundraising campaigns and reviews the fundraiser queue.

**Her real questions:**
- "Did anyone create a new fundraiser page today?"
- "How is the Ramadan campaign doing?"  
- "Which fundraisers are raising the most right now?"
- "Is there spam in the queue?"
- "How much total did we raise this month?"
- "I need to set up donation pages for the new Qurbani campaign"

**Her pain right now:**
- The fundraiser queue (84 pending) is overwhelming — she doesn't know which ones to look at first
- She can't see a leaderboard of top fundraisers
- She has to check individual fundraisers one by one
- No way to see campaign performance at a glance
- The "Appeals" name means nothing to her — she thinks of them as "fundraising pages"

**What she WANTS when she logs in:**
→ A dashboard showing campaign health. The queue auto-sorted by urgency. A leaderboard.

### Persona 3: "Omair" — Technical Admin

**His real questions:**
- "Is anything broken?"
- "Are payments going through?"
- "Is the Engage sync working?"
- "Are emails being sent?"

**His pain:** He doesn't use the admin panel for daily work — he goes to Stripe, server logs, etc. The admin panel doesn't show him system health.

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## What the Admin Currently Shows vs What Users Need

| What Admin Shows | What Users Need |
|---|---|
| "Customers" table with 21K rows | "Look up a donor" search box |
| "Donations" table with 30K rows | "Today's donations" + donor-linked view |
| "Approval Queues" table | "New fundraisers to review" with AI pre-sorted |
| Empty dashboard | At-a-glance: money today, pending tasks, problems |
| 15 navigation items | 3-4 things they actually click |
| "Event Logs" with 2.2M rows | "Is anything broken?" yes/no |
| "Scheduled Giving Donations" | "Monthly supporters" with health status |
| Separate "Users" and "Customers" | Unified donor profile |

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## The Journey Redesign

### Morning Login — "What happened while I was away?"
Current: Blank page → navigate to something
Should be: Dashboard that TELLS you what needs attention

### "A donor just called" — Find & Help
Current: 7 clicks across 3 pages
Should be: Type name/email in global search → see full donor profile → act

### "Review new fundraisers" — The Queue
Current: Open list → click each one → read → decide → go back → repeat
Should be: AI-pre-sorted list → most important first → approve/reject inline → done

### "How are we doing?" — Performance
Current: Nothing. Absolutely nothing.
Should be: Revenue chart, top fundraisers, campaign health, donor count

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## Design Principles for the Rebuild

1. **Answer questions, not show tables.** "How much did we raise today?" → Show the number, not a filtered table.
2. **One search to rule them all.** Cmd+K finds donors, donations, fundraisers — by any field.
3. **Surface problems, don't hide them.** Failed payments, spam fundraisers, broken syncs → badges, alerts.
4. **Use the language they use.** Not "Appeals" but "Fundraising Pages." Not "Customers" but "Donors."
5. **Anticipate the next action.** After viewing a donor, offer: "Resend receipt" / "Add note" / "View in Stripe."