Australia Blood Service
Bringing together six diverse websites into one easy-to-use experience.
Australia's Red Cross Blood service wanted to provide a customer experience that balances the diverse needs of its customers and reflects its position as an international market leader.
With a new LifeBlood brand, they wanted to redefine the online experience, bringing its services under one brand name and location while keeping its diverse and loyal customer base happy.
To determine how LifeBlood would come to life online, we needed to understand the vast audience and their needs. With such a broad audience ranging from blood donors to researchers to pathology scientists, this was a big task.
My Role
Senior UX Designer
Client
LifeBlood
Agency
Avanade
Key Collaborators
Marnie Crook - Service Design
Shayna Burns - SEO Lead
Design Challenge
Helping the Australian blood service unify its web presence into one Lifeblood website while keeping its diverse and loyal customer base happy.
Design Process
Design Activities
-
Contextual Inquiry
We conducted contextual inquiries to deeply understand user behaviour, uncover unmet needs, validate assumptions, and inform design decisions. By observing users in their natural environments and engaging directly with them, we identified opportunities for improvement that we wouldn't have understood in user testing.
-
SEO Audit
We conducted an in-depth SEO analysis by leveraging the expertise of our team. This analysis provided us with invaluable insights into potential roadblocks that could hinder organic search success. Additionally, it enabled us to pinpoint the pivotal pages within our essential user flows that required redesign to optimize user experience and organic search performance.
-
Card Sorting and TreeJack
We employed card sorting to gain insights into how individuals conceptualise and structure content, subsequently using the findings to formulate an initial IA for user testing. In addition, we conducted Treejack testing to determine the most efficient organisation, structure, and labeling of content, ensuring users can seamlessly locate information and accomplish their tasks
Insights and Findings
We undertook an intricate process of synthesising data derived from diverse sources, including SEO insights, qualitative research, desktop research, card sorting exercises, and quantitative surveys. This meticulous synthesis culminated in the creation of a comprehensive findings report. This report compiled and presented our research findings, establishing a transparent and data-driven foundation for our key hypotheses and strategic insights.
Define
After plotting out our findings from the contextual inquiry and highlighting the opportunities, we presented the essential user journeys to the Client and prioritised critical flows for redesign. We focused on identifying and prioritising the crucial points for design and user testing to ensure an effective and user-centric approach.
Concept Development
Develop
I took the key user flows and ideas from the ideation workshops and created high-fidelity wireframes for user testing. I used the design principles developed and insights from the research to inform the design design process. I made a clickable prototype to be used in testing.
Outcome
Through comprehensive design research, we gained a deep understanding of the multifaceted requirements of Lifeblood, enabling us to craft a transformative digital hub.
This hub unites its diverse audience, offering seamless navigation to meet their specific needs, all while aligning seamlessly with the new brand mission.
Our solution prioritises user-friendliness, addressing the challenges identified during our research, resulting in a platform that is easy to navigate and adept at resolving these identified issues.
