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:
Difficulty in knowing if you are eligible before turning up for an appointment.
Reliance on paper
Everything is done manually and then scanned in to be recorded digitally.
It can take 2 hours to donate, when actual blood donation time is 15 minutes.
Opening hours do not allow for busy donors.
Hospital feel makes first time donors feel uncomfortable and uneasy.
From before and after session care to steps in the process and follow up communications.