Blood Donation App to Increase Loyalty Rates of Young Blood Donors

Young adults represent the largest group of first time blood donors,  but also the least loyal group with most not returning after their first donation. At the same time, over 95% of young people in Australia use social media on a daily basis. Web and mobile-based technology and communication patterns have dramatically changed the way young people interact. This project sought to identify ways to engage young people with mobile apps and social media to enhance the loyalty rates of young blood donors.

The study was carried out in two phases. First, a qualitative approach was undertaken to better understand what motivates young people to donate blood, as well as the obstacles or issues that prevent them from returning. Second, a participatory design approach informed the development of a smart phone app with three categories of features: personal services (such as scheduling); social media (such as sharing the donation experience with friends); and urban informatics (such as visualisations of local blood bank levels).

Guiding Theory:

• Theory of Planned Behaviour
• User Archetypes