Challenge: Make a registration journey that takes less than 2mins.
Solution: Reduce the amount of form pages to one by removing unnecessary input fields.
Challenge: Create an understandable information architecture.
Solution: Break the journeys into four linear paths, marked with colour and iconography.
Challenge: Create advocates for donation.
Solution: Showing donor recipient stories at the ‘Thank You’ point of the journey.
100% uplift in organ registrations on Mobile.
50% uplift in organ registrations on Desktop.
5,000 out of 7,000 users who initially selected 'No, I don't want to donate my organs', changed their decision and recorded their wish to be a donor.
0.2% of users registered their decision to not donate.