NHSBT
Redesigning the blood donation experience
Service design project reimagining the experience of donating blood at NHS donor centres.
The Challenge
Blood donations to the NHS service have fallen by 40% in the past decade, leaving a gap in the blood supply and those of specific blood groups.
The challenge was to create a better holistic experience in giving blood, with donors and
staff in mind.
This project allowed me to explore the existing service, speak to incredible donors, learn the psychology behind colour through a colour expert and collaborate with interior designers to create a vision for the future blood donation centre.
My Role
Researcher and Service Designer
Duration
8 Week engagement
Skills
Research planning
Stakeholder interviews
Recruitment
Screening
Customer interviews
Diary studies
Insight synthesis
Storytelling
​
The Process
First we focused our attention on the ‘Colour’ aspect of the future donor centre, to understand from a psychological viewpoint how this may have an effect on the overall experience when giving blood. I visited centres across the UK to learn about the service of donating blood, while observing and speaking to donors about their experience when donating blood.
Different types of donors entered the centres, many who give blood on a weekly basis, some who pop in during their lunch break and many who are first time donors. Each person arrives with their own reservations and expectations.
We spoke to donors and staff about the process and the interior of the centres. Centres are divided into three areas;
​​​
-
Waiting area 1 - greeting from receptionist and registration is complete
-
Waiting area 2 - donor has completed private consultation to determine if they are able to donate blood. Wait to be collected for donation session.
-
Refreshment area - donation is complete. Monitored by staff, donor waits up to 20 minutes to re-energise themselves with fluid and food.
Colour and Behaviour
Working closely with a colour psychologist expert, we were advised about colour combinations, palettes and the psychology of colour to leverage particular emotions.
I noticed when speaking to donors they would state they felt ‘absolutely fine’, although their body language and behaviour was showing nervousness, fidgeting and anxious traits.
-
10% of men are colorblind therefore have difficulty distinguishing between similar shades
-
Colour can translate a specific meaning - red can mean anger. This is a primary colour in donor centres that might result in anxious visitors more anxious
-
Colours reflect - we needed muted colours in the refreshment area so staff were able to spot if donor appeared unwell
