2 weeks
Red Cross Lifeblood Australia
Millie, Enza, Hang and Chris
A Digital Solution to improve User Experience
Market research, Comparative Analysis, User Interview, Affinity Mapping, Personas creation, Journey Map, Crazy 8s, Design Studio, MVP, Sketching, Wireframing and Prototyping
Trello, Google Form, Otter.ia, Miro and Figma
Australian Red Cross Lifeblood is facing a huge problem. Thousands of appointments are being cancelled a week and 43% of first time donors are not coming back.
After COVID, lesspeople are donating regularly and more people are cancelling (1 in 5 to be exact) due to feelings of “social hangover” and stress caused by COVID.
This is causing a downturn in blood supply and to keep up with demand, Lifeblood needs 140,000 more blood donors in 2022 to meet the needs of patients across Australia (an increase of 45 per cent).
Improve the digital experience to encourage donors to book more often.
We believe that the Donate Today feature will encourage donors to donate regularly and help Lifeblood meet the demand for blood, by prioritising time and location instead of date alone.
To be able to improve a digital solution, as UX Designers we needed to to evaluate and determine where the pain points were in the whole process of donating blood, and how we could meet the business goal of improving the digital experience to be able to encourage current donors to book more often.
From the user's perspective, we needed to understand:
We needed to find out WHY donation rates declined during COVID, and WHAT motivates people to donate blood. Trhought Market Research, we were able to answer a few questions we had, and also prove some of our Assumptions about what was happening.
It makes me feel good to know that I helped someone.
I want to inspire others to do something good.
I know someone who is in need of blood.
I donate in case myself or someone I know may need it.
If I am happy to receive blood, I should be happy to donate it.
Through the previous research, we learned that when you donate blood you are VOLUNTEERING with TIME(!!!).
From that, we decided to learn more abotut what was happening with other Volunteer Organisations in Australia, to understand more about people's behaviours.
“I’m unsure about COVID safety at premises.”
“I cannot lose work time to volunteer.”
“I cannot volunteer in person due to the restrictions.”
“I cannot fit in around family or caring commitments.”
Much of the research was geared towards verifying our assumptions and what opportunities we had. We conducted 20 User Interviews with the purpose of answering 4 main questions:
The key of those interviews was to understand behaviour, motivations, feelings and pain points towards the Blood Donation process (from booking to getting in the clinic).
We discovered that 55% stopped donating during COVID and 8 out of 20 didn’t donate for over a year.
We synthesised our interview answers on individual sticky notes. Organising them based on similarity and behaviours, we were able to identify the most common trends and pain points.
We rephrased the categories with “I statements” to help us bring the Human Element that we were looking for.
Based on Affinity Mapping results, we identified 3 different personas, each with different behaviours and motivations towards blood donation, which correlated with our Secondary Research findings.
“COVID didn’t impact my life.”
“I didn’t change idea about blood donation because I felt safe in the clinic.”
“I felt like I am personally making a difference.”
“I can’t fit donations within my schedule”
“I felt really anxious trhoughout COVID”
“I used to donate but now I feel too emationally exhausted. It used to make me feel good.”
“I didn’t donate as regularly during COVID as I didn’t want to put my life and my family at risk.”
“I donate because my family or I might be in need in the future.”
We had to understand each of their current problems to be able to focus on the one that we are going to solve. We decided that the persona that would make the GREATEST IMPACT for the BUSINESS was the one that used to donate before COVID and suddenly stopped. This is known from research that “It is easier to encourage past donors to donate more often”, and also meets the Target Audience recognised by the Client.
After analysing the data gathered from our research, we were able to prove our assumptions about the problem and come to define the KEY PROBLEM, which was:
We went back to our Affinity Map and based on the insights we got from our user interviews, the answer is that:
"Max wanted to prioritise his schedule
and emotional state over donating"
This helped us further refine what we wanted to solve for on the APP.
Leveraging the HMW statement as a springboard and keeping in mind the definition of convenience, we generated 24 different ideas in 1 round of Crazy 8s.
There were 3 similar ideas:
But we needed further ideation based on the ‘Interactive map’ and ‘Sorting clinics’, so we decided to refine our ideas in a “Design Studio round”.
From there, we decided as a team to combine the main features we wanted to include in the APP to be able to solve the problem for the business, from the users’ perspective.
Using an MVP matrix, we prioritised the features that would have the highest impact, for the lowest effort (by the business).
By voting, we decided to include those 3 following features:
We developed a low fidelity wireframe to test the flow of the App and the basic structure, which we then tested with four users and incorporated feedback.
Then we moved into a Mid-Fidelity prototype in which we had basic shapes, colours and text, which we also tested with four users and incorporated feedback.
Next, we got to High Fidelity Prototype where we developed the final product, look and feel of our solution based upon the current style guide and including new encouraging copy based upon brand identity, which we then tested with four users and made changes according to the feedback
Then, finally, we included updates and changes from that testing to see what it would look like.
Our solution streamlines the whole process for our user, reducing the amount of clickable screens from 4 to 2. At a glance, this screen shows “What appointments are available” and “How far away they are”. Once the user clicks into them he can see detailed info and go to the next screen to confirm his appointment.
