Joshua Stevens
I’m a designer based in Naarm specialising in digital with a passion for purposeful design and creating meaningful user experiences.
ClientSummaryLifeblood
App Onboarding Journey (UX)Market Research
After examining several other blood donation services across the world, we found that only 3-4% of the eligible population donates blood when it isn’t incentivised. This is on par with Australia. The USA however, does incentivise donations and has a donation rate of 7%. In terms of online booking tools, Lifeblood’s app was the only one not to have a profile dashboard and had the least amount of features.
Contextual Inquiry & Task Analysis
As Lifeblood is the sole organisation for blood collection and distribution, we wanted to understand the task flow and how new and existing donors experience donating blood in Australia. As a team we signed up as donors, made an appointment through the app and visited several Lifeblood donation clinics to immerse ourselves in the process.
User Interviews
We discovered from our 15 interviews that users are more confident about blood donation when they are informed about the details of the procedure, their own eligibility and how much time it takes. We also found users are more motivated to donate or volunteer time generally when it involves a friend or a family member.
User Journey
When considering the user journey and their behaviours, we found that there were a lot of highs and lows throughout the process up until the donation was made. We needed a solution that would address the these moments of doubt and indecision throughout the process as this is where they would likely stop pursuing a donation.
Problem Statement
New and existing blood donors need to be supported by their social circle so that they are motivated to donate blood on a regular basis. How might we provide support for new and existing blood donors? How might we make blood donors feel less isolated when donating blood? How might we engage a blood donor’s family and friends to support their cause?
Solution
Our solution proposed taking an existing team donation function that was only located on the website and making it available on the Lifeblood app. We created a high-fidelity onboarding process which would encourage people to build their own teams. Its success would be measured by an increase of new donors registering who were linked to teams and an increase of regular blood donations.
Usability Testing
Testing found that introducing the team function with an onboarding process and considering accessibility was key to ensure the success of our solution. Over several rounds of testing we were looking to strike a balance between informing the user through effective UX copy and layout, whilst being engaged through images and limiting the amount of screens and taps.
Reflections & Learnings
1Get comfortable with the chaos and the imperfect. I need to fight my natural tendency to make everything fit perfectly as the UX process isn’t smooth or pretty.
2Adapting to people’s communication style, managing the team dynamics and everyone’s expectations is key to a functioning and efficient team.3Don’t worry about creating flashy solutions to present in a case study. I think our MPV could have been reduced down further into a simpler intervention and the result would have been stronger.