The design of Central Bank Digital Currencies (CBDCs) plays a critical role in determining their adoption and economic impact. This paper presents evidence from a nationally representative survey of 10,000 UK residents assessing consumer willingness to adopt the proposed Digital Pound. We first document that, while overall adoption intent is modestly positive, it varies substantially by demographic group and transaction type: adoption peaks among individuals in their thirties, men, and those with higher income, education, or trust in institutions, and is strongest for low-stakes transactions such as online purchases and small everyday expenses. We then leverage a randomized information-treatment experiment to isolate the causal impact of key design features—such as interest payments, privacy protections, integration with banking apps, and government incentives— on demand. Interest-bearing functionality and financial i ncentives s ignificantly in crease adoption, particularly among consumers initially skeptical of CBDCs, followed by privacy considerations. By contrast, technology-enabled benefits a nd i ntegration w ith t he b anking s ector h ave l imited effects. These findings u nderscore t he c ritical r ole o f e ffective de sign an d ta rgeted po licies in expanding adoption and realizing the potential of CBDCs.