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How to increase Aphaeresis blood donation in Estonia?
As a part of a research we've conducted in EKA, we've found out that the highly need in aphaeresis donors do not match with the health center marketing approach and priority. In our research we focused on the main target audience, and after interviews, surveys and observations, and after a long process of ideation and validation, we came out with a few possible strategies to approach this challenge.
The project was part of Design for Social Innovation course
Master's of Interaction Design, EKA, Tallinn, Estonia
Mentored by Riina Raudne and Tanel Kärp
With me in the team were Kaspar Orasmäe and Karri Kaljend
The costumer:
North Estonia Medical Centre Foundation
Cooperation with Estonian Academy of Arts (EKA)
The Challenge:
Apheresis is a medical procedure that removes only the needed components from
the donor’s blood. It’s a novel, more beneficial and preferred method for blood
donations, yet the experience also has downsides and not so many existing
benefactors sign up for it. What are the barriers and how might we nudge blood
donors to sign up for this new service?
The Research:
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Desk Research - articles, trends, social media, academic articles
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Survey - 164 responses, mostly Estonian and german females
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Interviews - 12 interviews with doctors, health center workers, blood donors and nurses.
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Observations - 3 in total, through the hole donating process
Design Process
Service design methods:
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Com-B
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Blueprint
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Social ecological model
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Design principles
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How Might We
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Ideation day
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Behavioural cards
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Transtheoretical model/ Stages of change
Target audience
Based on the questionnaire and interviews, prime candidates for aphaeresis are healthy young male.
For them, donorship is something to be proud of, something constant, something to achieve.
Donor journey map
How might we create more interest in the apheresis process,
by making the experience of being a blood donor more engaging and memorable?
Ideation & Validation
From the research and the design process we decided to focus on 3 directions
Environment
Reward
Community
Demo Presentation
demo
Click here
for the full
presentation
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