Overview

This project is part of my graduation project, and we were briefed to dive into the world of social impact by designing a digital product to address a crucial issue in Singapore. Here I’ve selected blood donation as there is still the need for a stronger pool of regular blood donors. Blood donation is a life-saving act, yet many avoid it due to lack of awareness or a complicated donation process.

This project presents an exciting opportunity to create a positive impact. My goal is to develop a user-friendly mobile app that streamlines the blood donation experience in Singapore or open up more opportunities to expand the campaign.

By creating a user-centered and informative app, I aim to encourage more people to become regular blood donors, ultimately boosting the national blood bank and potentially saving countless lives. The project uses an already existing awareness asset Blood Buddy by the Red Cross Singapore in partnership with the Blood Bank as the core mascot and inspiration.

The app is Buddy, a blood donation app that aims to build a community of regular and youthful blood donors. The name “Buddy” fits the app’s purpose where we rely on each other or spur each other to donate blood or time. A buddy is also accountable for you in time of need. With this, we are able to build a community of buddies that is accountable for regular donation.

Discover | Define | Develop | Prototype

01 | Discover

Problem

Singapore faces a critical shortage of blood donors. While the total number of donors has increased slightly, several key issues threaten the national blood bank:

Low Overall Donation Rate: Less than 2% of Singapore's population donates blood, falling short of the ideal 5%.
Declining Youth Participation: The crucial demographic of young donors (aged 16-25) has seen a 10% decrease, despite being a prime target group for building a sustainable donor pool.
Infrequent Donations: Only 40% of donors contribute regularly, leaving a heavy reliance on first-time donors (24%). This inconsistency creates a volatile blood supply.

This lack of a strong and consistent donor base poses a significant threat to the healthcare system's ability to meet the blood transfusion needs of patients.

Research

To gain a comprehensive understanding of blood donation in Singapore, a multi-pronged research approach was employed.

Firstly, surveys were distributed, capturing data on past blood donation behavior, motivations and incentives that encourage participation, as well as any pain points or difficulties hindering potential donors. Secondly, in-depth interviews with existing donors were conducted. This allowed for a deeper exploration of their personal experiences, concerns, and suggestions for improvement.

Finally, a thorough review of secondary research was undertaken, analyzing existing blood donation campaigns in Singapore and best practices from successful initiatives worldwide. By combining survey data, insightful interviews, and existing industry knowledge, this research approach aimed to identify key barriers to blood donation in Singapore and pave the way for the development of a more effective and engaging blood donation campaign.

02 | Define

Empathy Mapping

Affinity Mapping

User Journey

Persona

What do we want to do with this app?

We want to make users feel inspired to act, seamless follow through that action, and inspire others to do the same.

Benefits and features of Buddy:

Making it easier for people to find blood donation opportunities near them.
Providing easy to understand information about the blood donation process and eligibility requirements.