As the Manager of Experience at Australian Red Cross Lifeblood (2020–2023), I led the strategy and roadmap for our digital touchpoints. These are some pieces I worked on in this time.
Plasma is in high demand in Australia, yet many people don’t fully understand what it is or how donating it differs from giving blood. Some hold uncertainties or misconceptions about the process, which can make them hesitant to donate.
We set out to test the content on Lifeblood’s plasma pages to see if it was doing enough to inform and reassure potential donors clearly communicating the benefits while addressing common fears and doubts.
By observing users as they completed common tasks on our plasma pages and eligibility quiz across both mobile and desktop we could see where expectations didn’t quite match what the content delivered.
The research revealed opportunities to improve how information was structured and prioritised. We developed a more effective content layout and hierarchy that helped people find what they needed more easily and feel more confident about donating plasma.