Case Study: Australia Red Cross Lifeblood

Michael Khoo| Joshua Stevens| Jennifer Gu

Australian Red Cross Lifeblood is a not-for-profit organization founded in 1996 responsible for the collection and distribution of blood and biological products in Australia.

Lifeblood has provided the us with some key information and findings from their end. They have told us that:

  • Booking cancellation rate is around 20%

  • Repeat donors has decreased by over 40%

  • Covid is believed to be the culprit to the downfall of donor count

  • They think that people are still emotionally affected by Covid

Research Plan and Methodology

Our team drafted a research plan and listed out the team and the client’s assumptions beforehand in order to prevent any biased or skewed opinions down the project pipeline. Should the assumptions are true, then the research works should be able to validate them.

Throughout the first week, we have conducted multiple contextual inquiries, user interviews, surveys, usability testing, market research and used Miro to synthesis the findings.

Market Research

Through our research, we found out that:

  • Only 3% of Australians donate blood yearly

  • Donation rates have dropped around the world mainly due to the lockdown restrictions

  • Most countries rely on digital platform to manage booking appointments

  • Donor apps with higher rating tends to have more robust features

Contextual Inquiry, User Interviews and Surveys

Our decision to visit the donor clinics and talk to the people out there resulted us in collecting information that we would otherwise got overlooked should we based it solely on our market research.

Objective

Improve the Lifeblood app to drive blood donation and repeat donor count up.