Bloodworks Northwest collects, tests, and distributes blood to more than 90 hospitals. Bloodworks Northwest noticed their older blood donor population was decreasing and they lacked enough younger donors to fill that void. For my SVC capstone project, I helped discover design solutions that expanded the functionality of the website while closing the loop on the interaction process between donors and users. Over the 10-week project, we interviewed donors, created designs, conducted testing, explored various iterations of our work, and created a final presentation.
Technology is essential to millennials and Gen Xers. Bloodworks Northwest realized that they had to create ways to engage with these demographic populations. Engagement opportunities could include tracking community donation and events such as mobile blood drives, and also streamlining the scheduling process. To encourage individuals to donate again, Bloodworks could show donors their donation history (e.g., year-to-date pints donated) or how their blood is being used. Providing their next eligibility date for donation may also increase donations.
To further determine and confirm if these problems existed, we conducted user interviews. Individuals were asked a series of questions, including Do you currently donate or volunteer? Are you aware there was a blood shortage? and What would encourage you to donate? Through these questions, I gained a sense of the user choices and pain points. It was surprising to learn how many people were not eligible to donate for medical reasons (11 of 20 interviewed) and how many were afraid of needles (8 of 20); others were motivated to donate because of a tragic event.
After the usability interviews, we used affinity mapping to reveal categories of trends, like motivation and organizational involvement. We focused on business objectives: awareness, social media, and satisfaction.
We identified industry competitors such as the Red Cross, NY Blood Center, and One Blood and evaluated their websites. We studied how they engage new donors and the current market. Each organization used different tactics to address the issue--some had donation incentive programs, while others had customizable account profiles and defined CTAs. Although our goal was to develop better functionality than our client's competitors, we wanted to make sure to differentiate ourselves in an already mature and competitive market, and we needed to define a desirable role for the website and how it would meet the needs of Bloodworks Northwest users. It was a good feeling to have the opportunity to work on something meaningful.
- Clearly defined call to actions
- Account login
- Great use of icons
- Engaging and impactful imagery
- Donation button clearly identified
- Great use of information hierarchy
- Simple navigation.
- Clearly defined donate button and account login.
- Nice balance between all medical and volunteer needs.
While my team members drove the donation center and event location, scheduling process, and widget usability testing, I was responsible for usability testing on the onboarding process and donation form completion. I asked participants to execute a series of tasks using Bloodworks Northwest's website. These tasks ranged from signing up to volunteer, to donating funds, to identifying their blood type.
The test results showed that the donating, gift-giving, and volunteer onboarding processes were confusing. They also revealed that scheduling a donation was both frustrating and time-consuming.
To stay on track with the project deadline, we broke up the design process. I was responsible for the execution of the account registration interface, account settings, and a profile landing page.
While designing the registration process, my goal was to simplify the steps to capture the information needed for volunteering, financial donations, and blood donations all in one location. I created an account settings page that controlled notifications, password changing, and social media sharing, Aalong with the profile dashboard interface/features.
For the profile section, I focused on a engaging experience; I wanted to make sure that the users were inspired to return to their profiles and engage with friends via social media sharing. To accomplish this, I included donation and volunteer badges for reaching various milestones and social media sharing functionality.
We presented our findings and suggestions to the developers and stakeholders and received lots of positive feedback. They were really impressed with the simplicity of the onboarding process, my profile page features, and the widget possibilities.
As a result of our research, testing, and redesign suggestions, we were able to tackle peer-to-peer awareness through sharing and community building. This was done through the new profile features. The information hierarchy allowed us to improve the overall user experience by making things easier to locate and by gamifying and facilitating group/organizational interaction through the creation of donation-based challenges. All of these suggestions will help attract people from the millennial and Gen X demographic groups by keeping them engaged with the site through call-to-action imagery, social media interactions, and donation-based challenges. The next steps would be to create a mobile app that displays all the same features.