When you’re managing the blood donor base for a country with a population of over 35 million people, improving one part of the donor experience can have a direct impact on lives.
CHALLENGE
The donor appointment booking experience is critical in helping Canadian Blood Services (CBS) control supply and demand, and encouraging donors to stick to their commitment. However, reducing overhead while maintaining and increasing donation levels was also an important aspect to consider.
CBS’ intent was to shift appointment bookings at clinics from in-person to digital using a self-serve tablet. From 2015-2016, Harmonesse partnered with CBS’ digital agency, Blast Radius, to conduct design research piloting the tablets across 7 clinics nationally.
INSIGHTS
The research found the one-way public tablet experience didn't encourage true self-serve behaviour. A few of the concerns were around poor access, user experience, hygiene, and promotion which lead to lower booking fulfillment.
SOLUTION
A contact strategy opportunity emerged with a focus on ideal timing, content, personalization, and letting donors book quickly via SMS or email, removing friction and redundant effort. This generated a real-time blood receipt with an auto-invitation letting donors save appointments directly to their calendar.
This personal approach had the added advantage of engaging donors in a digital platform— offering them a wealth of further content, campaigns, and sustaining longer-term digital conversion by increasing loyalty, promoting advocacy, and retaining donors.
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