PROJECT TYPE
Stage
Deliverables
Introduction
Red Cross have a huge problem
Their web form for blood donation has a ~90% drop-off rate. It's costing them millions in leaking revenue.
We hopped on a plane, two of us stationed ourselves in a blood donation centre and prototyped in real time with blood donors, using a skeleton iOS app.
Over the period of 10 days, we iterated screen by screen to an almost final design. Every single step of the pre and post blood journey was iterated, edging our completion rate up… and up and up.
From pitch to completion
As the lead designer, I drove the project from pitch, to concept to completion. As well as spearheading a world-first feature - a way to track your blood donation to use.
After launch the appointment drop-off rate fell from 90% to under 10%. Flipping a metric we started with from "bloody hell, that's bad" to "bloody hell, that's amazing."
Not only that, blood appointments overall went up by 87%.
best app winner
Webby
revenue
+$90 million
lives saved
1.5 million
EMERGENCY
Disaster preparedness, everywhere.
It's 2015. We get a call and we've been invited by Apple to create the first ever charity app for the Apple Watch. It's exciting. We're pumped… but we've only got a week to do it.
Not long before, I had designed Emergency, an app to monitor weather alerts where someone lives and where their loves ones live, too.
Now, we're at Apple. A stark white room, me and a developer, two Apple Watches and a PDF of UI guidelines. It was here we envisioned the feature Family Safe - a one-tap way to check if your loved ones were safe straight after a disaster.
This has since become a standard Apple Watch feature.
TESTIMONIAL
Matt Goldfeder
Senior Director, Product/Digital, American Red Cross
