Bloodworks Northwest

Bloodworks NW is an independent, non-profit organization harnessing donor gifts to provide a safe, lifesaving blood supply to more than 90 Northwest hospitals.

A large portion of their repeat blood donors are 45+ years old and the donation rates have been decreasing. The baby boomers were eclipsed by millennials in 2015 taking over the majority population and Bloodworks needs their blood. To connect with the evolved lifestyle of a millennial, Bloodworks is looking to improve their website and provide a community platform to help increase donations and spread awareness.

Business Goals: 
Connect Bloodworks with donors, engage them in two-way communication, encourage repeat blood donations, provide history and customization, and encourage loyalty, referrals and sharing.

PLATFORM:

Desktop Website

TIMELINE:

10 Weeks

MY ROLE:

User Research
Visual Design
Prototype

PROJECT LINK:

What was done:

As part of my SVC Capstone Class, I worked on a team of three students to help Bloodworks increase donations and spread awareness through communal interaction.

By the end of the 10-week project, our team designed a seamless sign-up process and user dashboard where users can perform various tasks like scheduling a donation, creating donation groups, and searching for donation locations. We also created a community dashboard where users can invite friends, create donation groups, and engage socially.

When our team initially heard the scope of the project we thought a mobile application would have been a better platform based on the business goals and objectives of the project. Bloodworks specifically wanted a desktop solution so that was out of the option.

SNEAK PEAK

Here’s a quick glance at my final product.

Donation Dashboard

Community Dashboard

Research

To further understand our users, our team performed numerous research methods such as a site audit, competitive analysis, user interviews, and affinity mapping.

Site Audit
We started with a site audit to examine the current system and look for areas of improvement. While the Bloodworks NW site was visually appealing, it lacked a robust user portal and the scheduling system was in need of an overhaul.

Scheduling System

Competitive Analysis

After our site audit, we performed a competitive analysis to see what our competitors were doing to engage their donors and keep their engagement. We identified industry leaders and organizations who have been successful with engaging with their users and providing a platform for their donors.

What I found from the competitive analysis is that the American Red Cross does a good job starting a user portal but lacks the pieces to acquire engagement. I also found that Fitbit has an elegant user portal for their users to login and access the information they are looking for. From this analysis, I have determined that a user portal that allows users to quickly access important tasks may be a possible solution moving forward.

American Red Cross App:

– Robust feature set

– Visually appealing

– Easy to navigate

– Ability to engage socially

American Red Cross App:

– Robust feature set

– Visually appealing

– Easy to navigate

– Ability to engage socially

American Red Cross App:

– Robust feature set

– Visually appealing

– Easy to navigate

– Ability to engage socially

User Interviews

In order to understand and engage with millennials I needed to get inside the brain of a couple and see how they think.

Using the information from our competitive analysis, we then created a series of interview questions and performed user interviews to get a better understanding of how our users think and what is important to them. Individuals were asked questions related to donating blood, personal motivations, and how they interact socially.

Questions

When was the last time you donated blood? What was your experience?
Do you have any fears when it comes to donating blood?
How often do you spend on a desktop computer on an average day?
Did you know there was a current blood shortage?
Do you know your blood type?
What would motivate you to donate blood?
Would you donate blood if a family member needed it?

Trends

There were a couple common trends that stuck out to me after performing interviews:

  • There is a large lack of awareness regarding donating blood
  • Most people thought that donating blood was a waste of time
  • Most people spent much more time on their phone than on a computer
  • There was a large amount of people who can’t donate blood for various reasons.

What we learned from our interviews is that we have a small window of time to engage with our users capture their attention. We also learned that there was a lack of motivation for people to donate blood and an even bigger lack of awareness.

Affinity Mapping

By using all the information and data from our previous research methods we were able to perform affinity mapping exercises to further understand our users and organize a large number of ideas into their natural relationships for our users. We identified several categories such as motivation, social interaction, awareness, and satisfaction.

Solutions

In attempt to keep our users on the site and keep them engaged we decided to create a seamless onboarding process which led to an interactive user dashboard where users can perform essential tasks related to donating blood, engage socially with their peers, and spread awareness in the form of communal competition.

There were 3 main components of our project:

  • Sign Up
  • User Dashboard
  • Schedule Appointments

While my team members handled the Sign Up and Schedule Appointments sections, I was responsible for designing a user dashboard containing easy access to donation information, community information, and account information.

User Dashboard

My goal was to make the dashboard quick and easy to use for our users to schedule appointments, view account information, and then engage socially by use of communal features. I decided to go with a widgetized dashboard that provides users with various starting points to perform these essential tasks. A user dashboard is the best chance at retaining the user engagement while also satisfying the business objectives of creating a platform for users to access critical donation information and engage socially.

Early Sketches

As I started out sketching early solutions for our design, I determined that I wanted important donation information always available to our users while they are in their user dashboard. The reason for this is I want users to be able to see their donation stats, history, and other information without having to click any buttons.

In order to keep everything in one place I decided to use a horizontal tab approach to separate the Donation Dashboard, Community Dashboard, and My Account sections. By doing is, our users can access most of their account within 1 or 2 clicks once they are logged in.

Scheduling System

Scheduling System

Scheduling System

Testing

To validate my early sketches, I sat down with several potential users and performed simple guerrilla testing asking users to perform simple tasks such as

  • Navigate to your donation dashboard
  • Navigate to your community dashboard
  • Edit your account information
  • Find your donation information
  • Schedule a blood donation
  • Create a donation group

Most users (5 of 7) were able to perform these tasks without any help or direction while as the other 2 had trouble finding the tab navigation to perform these tasks. From this data I made changes to the visual design of the tab navigation in order for these links to stand out to the user. I decided to increase the font size and create inactive, active, and hover states for the links to help assist users to these main sections.

We were confident in our decision which were validated by guerrilla testing so we started converting our lo-fi wireframes to a hi-res prototype.

Design Solutions

There many features I wanted to create user flows for, I decided to choose the most important tasks based on our research, business goals, and timeline. These features were separated into two main categories within the user dashboard: the donation dashboard and community dashboard.

Donation Dashboard

Location Search

Many users are unaware of the mobile and permanent locations where they are allowed to donate blood. This search form will allow users to search for locations by city, zip, or by using their current location. Users will then have easy access to viewing the locations possible for donations.

View and Order Donor Card

A user can view their donor card and also order a personalized donor card out of 3 provided designs. My goal for this was to create engagement and spread awareness by providing users with something personal that they can show their friends to inspire them to donate.

Schedule a Donation

Scheduling a donation is probably the most important aspect of the entire user dashboard. Our users will be able to schedule an upcoming donation by selecting their preferred location and time.

Organize a group donation

Organizing a group donation or creating a “donation group” gives users the chance to schedule a group blood drive and invite others to join them. Having donation groups will help increase awareness and hopefully attract new blood donors with the influence of their friends and family.

View upcoming blood drives

Providing users quick and easy access to upcoming blood drives

Donation History

Shows users their most recent blood donation, the status of that donation, details regarding that donation, and the option to view all past donations. Our research showed that users were more inclined to donate blood if they knew what happened to it and how it was used. The donation history is a solution to show the users their individual impact.

Become a volunteer

Being a non-profit, Bloodworks NW has a large network of volunteers but are always in need of more. A good amount of repeat blood donors are also volunteers so converting new donors to volunteers could drastically increase donations while bolstering the volunteer staff.

Community Dashboard

The community dashboard is where users will be able engage socially, create donation groups, send messages, and spread awareness

Create a Donation Group

Creating a donation group allows users to invite their friends, send and receive messages, and schedule group donation appointments.

Create a donation group widget

Donation Group Dashboard

Invite Friends to Join

A user can view their donor card and also order a personalized donor card out of 3 provided designs. My goal for this was to create engagement and spread awareness by providing users with something personal that they can show their friends to inspire them to donate.

Send a message

Scheduling a donation is probably the most important aspect of the entire user dashboard. Our users will be able to schedule an upcoming donation by selecting their preferred location and time.

Schedule a group donation

Organizing a group donation or creating a “donation group” gives users the chance to schedule a group blood drive and invite others to join them. Having donation groups will help increase awareness and hopefully attract new blood donors with the influence of their friends and family.

View community leaders

Providing users quick and easy access to upcoming blood drives

Share your donations

Providing users quick and easy access to upcoming blood drives

Piecing together the prototype

Since each member of the team designed their piece of the user flow separately we needed to compile all of our pieces into 1 seamless prototype. While my team members focused on putting together the final notes and presentation, I took on the responsibility of assembling the prototype.

Inconsistencies and Missing Pieces

We had inconsistent screen sizes, layouts, and navigation which meant that I had to create a consistent look and feel to make everything look and flow correctly.

There were a couple important screens missing from important pieces of the user flow which which created gaps that needed to be filled. The solution for this was building out the screens myself to make sure that there were no dead ends for our users.

All in all, I was able to crank out a fully functioning prototype in time for our team to use in our presentation to the stakeholders.

Conclusion

At the end of the 10 week project, our team presented to the Chief Marketing Officer of Bloodworks NW, industry professionals, and directors of the SVC.

 

“This is exactly what we were looking for. An easy to use, visually attractive platform for our users to access their information and engage socially. Thank you guys for your hard work and ideas. We’re really excited to see how we can implement some of this.” 

– Bloodworks Media Advisor

 

“Derek did a good job cleaning up the colors, and cleaning up the tab styles a bit.”

– Elishema Fishman | Senior UX Designer @ Amazon

 

“Prototype and visual design – Thumbs Up”

– Larry Asher | Director @ SVC