Service Analysis:
Australian Red Cross Lifeblood
Project Duration: 2 weeks
Tools: Adobe Illustrator, Miro
Brief: Carry out primary and secondary research in relation to an existing service. Use your research to identify the main steps of engaging with that service, and the major 'pain points' experienced by the people using it.
1-1 Interviews
Semi-structured interviews were conducted to understand the process and pain points. One interviewee was a recent-first time donor, and two have donated between 5 to 10 times.
Focus Group
One focus group was conducted. This worked well, as most participants in the group went together to donate, and it allowed for ideas to be bounced off each other and to help jog their memories. All four participants were one-time donors.
Online Ethnography
Online ethnography was used next to see the feedback for the service online. This allowed for an older, more diverse demographic to be reached. Seventeen entries from two platforms (Facebook and Reddit) were reviewed.
Usability Test
Usability testing was conducted to explore the interactions with the website and app interface, after learning how it was a repeated issue from the online ethnography. Six tests were conducted, all on new users of Lifeblood.
Affinity Diagramming
Lastly, an affinity diagram was made to compile all the findings and observations from all the research. The overarching headings were then arranged in a rough chronological order to assist with the data visualisation, and the most prominent insights were included in the final design.
Visualisation of the User Journey
Using a timeline format, an infographic of the user journey timeline was made, incorporating all the research findings. It includes annotations, delight points, pain points and insights about people's key interactions with Lifeblood.
