The Climate: The number of people becoming donors and giving blood for the first time in England decreased by 24.4% in 2015 compared to 2005.
The Challenge: Modernisation/securing the donor base of the future through Blood Donation and Donor Experience.
The Approach: After conducting in-depth research through user interviews and the immersive experience of donating blood, the team uncovered the many painpoints in the blood donation process. These included: eligibility, reliance on paper, wait time, availability, clinical feeling and inconsistent communication.
The Opportunity: How might we create a holistic donor experience that becomes a part of everyday life.
The Result: A design fiction to capture the future of blood donation for NHSBT, and show how seamless the process could be in 5 years time.
Client NHS Blood and Transplant
Role Facilitator User research Immersive experience Discussion guide Storyboarding Copywriting Film production Art direction
Barriers disrupting a great service
The biggest strength of NHSBT are their friendly, welcoming staff. How can we make their life easier by improving the below:
1
Eligibility
Difficulty in knowing if you are eligible before turning up for an appointment.
2
Reliance on paper
Everything is done manually and then scanned in to be recorded digitally.
3
Wait time
It can take 2 hours to donate, when actual blood donation time is 15 minutes.
4
Availability
Opening hours do not allow for busy donors.
5
Clinical Feeling
Hospital feel makes first time donors feel uncomfortable and uneasy.
6
Inconsistent communication
From before and after session care to steps in the process and follow up communications.
