Streamlining blood donation scheduling for Gen Z
Project start
2023
Timeline
2 months
Client
Hemominas
Services
UX, UI, User Research, IA & Data Analytics
Description
In my last semester of college, I had the opportunity to collaborate on an initiative with the Hemominas Foundation aimed at engaging young people aged 16 to 18 in the cause of blood donation.
Beyond a beautiful group-built campaign, I contributed to the development of this project, aiming to simplify scheduling and clarify doubts about the blood donation process.
This project is dedicated to all blood donors.
The client
The Hemominas Foundation oversees the complete cycle involving the collection, processing, distribution and quality control of blood and its derivatives in the state of Minas Gerais.
The problem
The recurring donors of the Foundation are decreasing, and the new generation is not engaged in the blood donation cause. How can we simplify the scheduling process, address doubts and bring this audience closer to the cause?
Project
This project aimed to redesign the Hemominas website interface to make blood donation scheduling more accessible and information more engaging, particularly for young people.
The new website was conceived as a user-centered, intuitive, and visually appealing experience that reduces friction, increases trust, and strengthens emotional connection with the cause.
Understanding the user
An exploratory research was conducted using a convenience sampling approach, incorporating both quantitative and qualitative methods in Belo Horizonte and surrounding areas. A total of 95 young individuals were interviewed.
Our main findings were as follows:
The majority of young people aged 16 to 18 in Belo Horizonte (62.1%) are aware of the Hemominas Foundation, but there is still a significant portion (37.9%) who are not acquainted with it.
The vast majority (91.6%) of participants have not yet donated blood, highlighting the need for effective strategies to encourage donation, especially among young people.
The responses indicate a positive outlook regarding blood donation among young people. Most of the suggestions they provide are about motivating young individuals to donate, emphasizing the need to develop campaigns, make the experience more intuitive and interactive, and create initiatives specifically tailored to communicate with this audience.
Solutions
The homepage prototype includes a dynamic highlights carousel.
The first item displays the daily blood bank status.
The remaining items showcase important announcements and ongoing campaigns.
Below the carousel:
A primary “Schedule Donation” button
A secondary “Can I Donate?” button that redirects users directly to the FAQ section
Users can also:
Select a donation unit from a dropdown menu
View address and operating hours
Access a Google Maps integration to open directions directly in their device’s Maps app
When selecting “Schedule Donation”, users are guided through a simplified three-step process:
Select the city
Choose the service unit
Pick a preferred date on the calendar
After selecting the appointment details, users review and confirm their personal information.
Upon confirmation, the appointment is successfully scheduled.
The final screen includes:
A thank-you message
Appointment details
Important pre-donation guidelines
This final touchpoint reinforces trust and ensures users feel confident about their next steps.
A dedicated Help Center was designed to centralize essential information about:
Blood donation requirements
Outpatient services
Institutional support provided by Hemominas
The content was structured to reduce anxiety and eliminate common doubts among first-time donors.
What I learned
During this process, I learned the importance of creating intuitive, simple, and engaging designs for institutions, especially those in the healthcare sector. Attracting blood donors is not an easy task, but by finding an easy and quick way to do so, we increase our chances of conversion!
Fun fact
After delivering the project for Hemominas, I was invited to join the Technical Subcommittee for their next agency selection process, which will handle the institution's communications. To me, this invitation reflects the meaningful work I did with them and reinforces the deep respect and admiration I have for this incredible organization. Oh, and don't forget: donate blood! <3
