LifeSavers

Mobile Based B2C Product

Healthcare Product

UX/UI Designer

Team of 7

Contracted By UBC Canadian Blood Service

LifeSavers is a mobile-first product contracted by the Canadian Blood Service
to address the low donor recruitment and retention rates of its stem cell program.

Background

LifeSavers was a pilot project for the Canadian Blood Service to help boost the number of stem cell donor registrations.

As The Lead UX/UI Designer:

Conducted user research through interviews and surveys to gather insights.
Developed user personas and user journeys tailored to the needs of sector users.
Led UX discovery and ideation workshops to translate user data into actionable ideas.
Designed a user interface in compliance with Facebook AD guidelines.

Problem 1

low donor retention rate

Finding a match between a patient and a donor can take months to years, and the retention rate drops by 50-60% over 5 years after registering as a donor.

Problem 2

low recruitment rate among ethnic donors

The CBS stem cell registry program lacks donors from a specific segment. Specifically, there is a need for more 17- to 35-year-old men from ethnically diverse backgrounds to match stem cell needs.

Research

Invested in User Research

The contextual inquiry interviews were carried out to gain insight into the diverse range of users from various ethnic groups. These studies helped identify the primary channels through which the target users acquire new information, as well as the specific segments within the target group that the team should prioritize.

user persona showcased the niche demographic

Based on secondary research and interviews, we found that our target users, Chinese Canadians, prefer to use Facebook as their main source of information.

Solution 1

Enhanced brand identity

The potential donors had a difficult time recognizing the brand and

trusting the advertisement promoted on social media. Aligning the brand

identity to build trust is crucial for increasing recruitment.

Homepage

Value: Gamified Feature

Engaged users with tailored interactivities

I enhanced the user experience by adding gamification to our interactions, making the story more engaging and interactive for users.

Installed clear CTAs throughout the interactions to provide easy access to the registration page and increase the recruitment rate.

Tapped the items to reveal the information inside the interactions.

Scrolled from left to right to make the interactions engage with the story telling.

Rotated the item to make the users understand the matching process can be lengthy before finding the right match for patients.

Impact

Successfully integrated UI components with brand guidelines, significantly boosting brand recognition and enhancing user trust.
Leveraged the selected social media platform to effectively reach the target audience, validated through user testing that showed increased CTA engagement.
Received positive user feedback on the story-based interactions and gamification features, which notably increased user awareness of stem cell programs, as confirmed by stakeholder market testing.

Successfully integrated UI components with brand guidelines, significantly boosting brand recognition and enhancing user trust.
Leveraged the selected social media platform to effectively reach the target audience, validated through user testing that showed increased CTA engagement.
Received positive user feedback on the story-based interactions and gamification features, which notably increased user awareness of stem cell programs, as confirmed by stakeholder market testing.

Homepage

Value: Colour

Used CBS Colours

CBS colours were utilized to strengthen user recognition and build familiarity, enhancing brand trust.

Used CBS
Typefaces

CBS typefaces were adjusted with line-height and tracking, maintaining readability and consistency with Facebook Ad guidelines.

Thank you for your time!

Solution 2

Connected with users through a resonated story validated by user testing

Crafted emotive stories to foster a personal connection and boost recruitment and retention rates.

Used a progress bar to showcase users' progression to foster an achievement feeling.

Integrated celebration page to solidify users' empathy about the impact they can make for being a stem cell donor.

Solution 1

Enhanced brand identity

The potential donors had a difficult time recognizing the brand and trusting the advertisement promoted on social media. Aligning the brand identity to build trust is crucial for increasing recruitment.

Homepage

Value: Colour