The NHS asked for us to improve the online journey for someone wanting to sign-up for the donor register.
At the end of this project we had created:
This was all tested with rounds of participants, many prototypes and can be found here: www.organdonation.nhs.uk
We started by analysing the journey of becoming a donor and found that there is one big difference between it and most other journeys.
When we give something voluntarily we usually receive something in return, whether that be something tangible or perhaps emotional.
Registering to become a donor is special though, as we don’t receive anything tangible for becoming a prospective donor and the emotional feeling of helping someone is only in our imaginations and can feel disjointed. This gives no immediate motivation to someone who has no pre-existing emotion to becoming a prospective donor.
We reviewed the existing registration process and found it too complex, without any emotional connection and with very clinical, jargon based descriptions.
So after creating four prototypes to test with twelve participants over three testing sessions, we learnt exactly what was needed to be improved and this how we did it…
With 96% of the UK believing that organ donation is a good thing, but only 30% having signed up to the donor register, how can we get the 66% to sign-up?
100% uplift in organ registrations on Mobile
50% uplift in organ registrations on Desktop
From the Beta test we have seen an incredible difference to uplift of registrations on both Mobile and Desktop platforms!
The next step will be taking the site Live and hopefully these results will only become larger, with more people signing-up to the register.
The whole team is extremely happy to hear it's making such an impact.
Our participants didn’t know where to start. They were given too many options to begin and most knew what they wanted to do anyway.
We simplified the decision at the very beginning, by showing them a simple 'Yes' or 'No' option for wanting to donate their organs.
With every form being a list of input fields (often with the same input fields in each list), our participants became lost and confused as to where they were in the process.
We used a simple semantic device in the way of a specific symbol and colour, to let them know where they were for each form.
The NHS wanted a way to promote a “Yes” and dissuade a “No” and the most impartial way we could do that was to make sure that the decision someone had made was the one they wanted.
We placed a landing page between the choice 'No' and the form that would be filled out with links to faith specific religious reasonings and advice for those who need it, as well as more information for those who were still uncertain.
In just three pages, less than two minutes, someone can register their decision and get a thank you in way of an image and story of an organ transplant recipient, giving them a positive feeling for the decision they've made.
This is the journey of a 'Yes' from start to finish…
As we tested and iterated these designs we saw a lot of potential and impact it could if expanded upon. We put together a list future recommendations, such as:
Our client, the NHS, are delighted with what we have given them and we sincerely hope it will help lead to the 'Yes, I want to be a donor' being pressed more and more.