YASHA LIM
YASHA LIM
YASHA LIM
YASHA LIM
YASHA LIM
YASHA LIM
YASHA LIM
YASHA LIM
YASHA LIM
YASHA LIM
YASHA LIM
Lifeblood
Lifeblood needs to ensure that there is a steady stream of blood donors throughout the year.
My team and I needed to design an experience that helps Red Cross get more repeat donations and motivates people to donate regularly.
The solution needed to be evidence-based, user (donor) centred and reflect the business goals.
Team Members: Holly Milling, Kevin Ciputra and Kyle Wilson
Background
The Australian Red Cross Lifeblood (Lifeblood) is a government backed initiative that has over 96 blood donation centres nationwide to collect blood and plasma.
Platelets (that are only collected during blood donation) are required from four blood donations in cancer treatments and these platelets are unable to be stored past 7 days.
Lifeblood donation logo sourched from the Red Cross Lifeblood webpage
User (Donor) Research Methods
I started with secondary research and examined the existing research done by the Lifeblood Research Group regarding their current donor base. In particular, I focused on what their research methods were, who their donors were and why they lapsed.
Research Synthesis
We compiled over 700 data insights from our 30 donor interviews onto a Miro board and conducted affinity mapping. Following our affinity mapping, we used empathy mapping to develop archetypes.
User-Centred Design and the User Journey
So how do we get our primary archetype 'The Hustler' to donate blood more regularly?
We discussed and agreed upon the problem statement of ‘The Hustler needs a visual reminder to donate blood because their busy schedule often means they forget’ and generated some ‘How Might We’ Statements (HMWS) for ideation.
Developing a Prototype
So we drafted wireframes and developed prototypes to seek user feedback. Upon receiving feedback, we re-developed and created high-fidelity prototypes in Figma.
The Pivot
During prototype testing with our users, we received positive feedback and iterated on the design. However it was then that the we realised that our solution would not adequately address the problem statement which was:
The Hustler needs a visual reminder to donate blood because their busy schedule often means they forget’
And so we pivoted. What alternatives to phone calls and emails was currently being used as reminders to the Hustler? As this was required to be a digital solution, we investigated push notifications and texts.
Our solution: UX could not do it alone
The solution only works when The Hustler believes there is value in the push notifications from the app. So how do we convince the user that there is value in using the app push notifications as a reminder?
By using a cross-team strategy
Personalising the experience
With push notifications via
UX Copy
Educating donors via marketing
Working with the marketing team in strategy
Promoting the app in service delivery
Coordinating with the on staff teams for consistency
Metrics and Presentation
To assess the effectiveness of push notifications, we used the Google HEART framework and agreed upon what metrics would be used to determine the success of the product.
Reflection
As with the majority of complex issues, there isn’t just one problem to solve, but many. If the product you are creating is a ‘nice to have’ but doesn’t solve the root of the problem, then it is a lot of time (and money) wasted for little gain.
I came to the conclusion that although the solution we came up with was simplistic, for such a complex issue, there is no one-size-fits-all answer.
The solution would require a number of different teams within the organisation to be on the same page which just further reinforced the reason to have all your teams in the company understanding of the primary archetype, the problem statement and the user story.
