Issuu on Google+

ONE ONE DROP DROP AT AT AA TIME TIME


ABOUT ABOUT

One Drop at a Time by

Yasmin Stewart

This project began as a brief for a paper called 312 Branding and Identity at Victoria University of Wellington and turned into a personal project motivated by passion and respect for all blood donors who quietly make the time and effort to save lives.


THE THE DESIGN DESIGN CHALLENGE CHALLENGE

Extend the brand of Howard Wright cares by creating value-based design solutions. Develop social design innovations


THE THE CLIENT CLIENT

Design Philosophy: Make it SMART, SIMPLE AND HUMAN

RECYCLABLE MATERIALS

MANUFACTURE PROCESS

SUSTAINABLE

INTUATIVE

PRACTICAL ECONOMICAL

ENVIRONMENTALLY CONCIOUS

LEADING MEDICAL BED/STRETCHER DESIGNERS

QUICK CONTINUOUS IDEA GENERATION

ENVIRONMENTALLY

COMMITMENT TO EXCELLENT DESIGN

FREE THINKING

TALKING TO CLINCIANS

IDEAS

CONTINUOUS IMPROVEMENT

HOW CAN HWC MAKE A DIFFERENCE?

TEAMWORK

USER EMPATHY

MAKE HUMAN CARE EASIER

PERSONALLY

MUTUAL RESPECT

ENJOYABLE

WHAT DOES HOWARD WRIGHT CARE ABOUT?

SOCIALLY

CULTRALLY

RELATIONSHIP WITH CUSTOMERS

COMMITMENT TO IMPROVING PEOPLE’S LIVES AND WORK

WORKING PARTNERSHIP

WHICH PEOPLE?

CUSTOMER DRIVEN DESIGN MANAGEABLE

INCREASING AVERAGE AGE OF NURSES

OVERCOMMING INDUSTRY CHALLENGES PUBLIC

COMFORT

INNOVATIVE COST EFFECTIVE PRACTICAL DESIGNS

WORKING WITH EMERGING TECHNOLOGIES

PROFESSIONAL

WHAT DESIGN SOLUTIONS DO USERS NEED?

PATIENT HOMECARE

STAFF ‘MAKERS’ NURSES FACTORY CHAIN

FAMILY

GREATER WORKPPLACE PRODUCTIVITY

HIGHER PATIENT WEIGHTS

OCCUPATIONAL HEALTH AND SAFETY


THE PROPOSAL

Howard Wright should, as a New Zealand healthcare company, offer their design knowledge and skills to support the New Zealand Blood Service Why would Howard Wright care about the New Zealand Blood Service?

A proudly kiwi healthcare manufacturer supporting the healthcare sector of New Zealand as a community partner Promoting health education and a caring community spirit Celebrating those people within the country who give their own time and effort to help those in need

.E

usive btr no

.More jobs f .Re or

b-based design

n

o nol ch

lable materials cyc .Re gies

n

h

n

aptable .Ad .Unders .Flex e tan ib bl omic di

Utilises availab ica d. re nolog l .Sus le

.We

.Us

.He er

uative .Int le .Unique g

te

ion .Data driven uct ure .S mar desig t od pr ufac t

r

se .Well-st nci s well .ructu Te Co grate c

o

TECHNOLOGICAL ADVANCEMENTS an

io

creased res s .In e ple ommunic arch ati eo nal c o n

le design .Nee tab ofi aries .Open d for -so .Pr und

c

.Gives Result ve ati mpetent . s m .Co U

.

CA

r .G

ucts .Viabl e prod ble AM Design+mass iza D/C M -

su

HUMAN

s

n

a

SIMPLE

rototypes . C ick p .Qu n Moveme usto nt m ee

dly .Stisfying ien ot -fr lthy .Em ion .Se .A

tic .Customi z the es al .Warm .Ergo a

.S

he other 90% or t resou rces nf ig hared

GLOBAL CHALLENGES

t

.Cle .Intar . e

le products inab sta ign shari .Des su e des ng

c ur

SOCIAL CHANGES

.Understan

uction foc dab yF u as

cognisable .I .Re ogical .B nfor asi le d .L e

SMART

o

th

ci

s

ible ns brief

d

ta

nce for disab nda pe ma .Inte led p rna de al stig

e consum sibl led ption on b .Les .In sp e disa ss

logies. .Re hno s tecinable .Excee po

Inflences on Design in relation to Howard Wright Cares

e .I ng cultur rty ossi al b .Cr

lectual prop ntel


THE CURRENT SERVICE

CURRENT BRADNING

Is out-dated and not appealing to a younger audience. It does not capture the attention of the passer-by nor does it indicate too much about the fcats of the donation process.

CURRENT EXPERIENCE

.Clinical, cold envirnonment .Filled with unfamilar tools and jargon eg. medical equipment .Quick, temporary process, no connection after donation is complete

WHY PG

Image Source: Google Search:‘Blood Donation’


PERSONAL EXPERIENCE

CONCLUSIONS This was my eighth time donating blood but the first time I have donated since early 2011. I was nervous beforehand even though the experience has never been bad for me previously, this nervousness was largely associated with the idea of a big needle being stuck in me. I did feel slight dizziness during the process which I have never experienced during previous donations and was most likely due to not drinking enough water prior to donating. ‘Only 1 in 200 donors experience fainting type symptoms’-NZBS. During the actual donation part of the process I did not like to think about what was happening and tried to look for thing to distract me, I noticed another donor had their ipad with them and was watching something. After the needle was taken out I had to stay in the recliner chair for another 10-15min, which was comfortable but quite boring. Tea and biscuits in a seperate room afterward were good but the environment felt quite awkward.

TRACKING EMOTIONS THROUGHOUT EXPERIENCE making appointment-feel good driving to blood donor center-a bit nervous in waiting room-nervous getting prepared to begin donation process-very nervous needle being injected-short,sharp pain then nothing, more relaxed during donation process-no pain but slight discomfort, looking for distractions nearing end of process-wanting it to be over, bit dizzy needle taken out, rest period-relieved, rapid decrease in dizziness, feeling good post-donation waiting room (biscuits+tea)-feeling very good, proud, no pain


SURVEY

CONCLUSIONS People whom have never donated associate blood donation first and foremost with needles and a cold, hard clinical experience, people who have donated also find discomfort in the idea of a needle in their arm. Motivating factors include a sense of achievement and comfortable aspects of the experience such as the chairs and food. People often do not donate every 3months as it is not a priority and a clinic is not easily accessible for them. People whom have not donated before would most likely be encouraged to donate through group donation with the support of other people in a more comfortable, casual environment.


ISSUES ISSUES WITH THE THE WITH CURRENT CURRENT SERVICE SERVICE

BARRIERS TO DONATION PRACTICAL

.Uncertainty about where to go/whom to call .Misconception that donations must be done at the hospital .Negative emotional aura associated with hospitals, seickness, grief .Parking hassle and expense .Opening hours inconvenient, appointment booking process inconvenient .Uncertainity about eligibilty

EMOTIONAL

.Discomfort with medical procedures and needles .Misconception that it will be dizzying, nauseating, exhasting .Worry that will faint .Cultural concerns about removing part of oneself HOW MANY LIVES SAVED REVERSE PER PERSON NAME AND SHAME

VIDEO DIARY

SKYPE

PUBLIC RECOGNITION

THROUGH MEDIA SOCIAL MEDIA

AUDIO INTRODUCTIONS

CURRENT OPTION REQUIRES PREPARATION AND MULTIPLE DONATERS

EMOTIVE NEEDS TO BE MOTIVATION WHOSE? MORE PERSONAL

CONTINUOUS REWARDING CYCLE

AIDING FUTURE HEALTHCARE RESEARCH

DONATOR MEET RECIEVER?

THE DESIGNED EXPERIENCE

CALMING SOUNDS AND TEXTURES

WHAT ARE YOU CONTRIBUTING TOWARDS?

PERSONAL ATTACHMENT

MORE LIVES SAVED

REPEAT DONATIONS

SAVING LIVES

PHYSICAL OBJECT

MOBILE DONATION

BENEFITS FEELING GOOD

HARD TO GET TO

GIVING BLOOD

BEING REWEARDED CURRENT ‘REWARD SCHEME’

ISSUES

PERSONAL RESPONSIBILITY

MORE RESEARCH

APPRRECIATED

BECOME A PRIORITY

REMEMBERING TO DONATE

CONSTANT REMINDER

AM I ELIGIBLE?

ONLINE/ APP QUESTIONAIRE

WHAT DOES IT INVOLVE?

SMALL TIME/ EFFORT

FOR BIG BENEFITS

SMALL GIFT EVERY MILESTONE DONATION

DO PEOPLE REALISE THIS?

NEED TO RAISE RAISE AWARENESS AWARENESS

Information Source: NZBS marketing and Communications Manager, 2013


CONSEQUENCES OF ISSUES

LACK OF REPEAT DONATIONS

+ SHRINKING DONOR BASE LACK OF NEW DONORS CURRENT AGING DONOR BASE

Reasons for donating

Reasons for not donating

84%

Uncertainty about process

35%

Perception it will be dizzy

33%

Innconvient opening hours

I want to help It is easy for me I do it regularly

Negative emotional aura

Saw an ad that encoraged me

Discomfort with needles

18% 13%

Family has needed it in the past

Information Source: NZBS marketing and Communications Manager, 2013


GLOBAL GLOBAL MARKETING MARKETING TRENDS TRENDS

MATURIALISM

POINT-KNOW-BUY

During May 2013, the Organ Donor Foundation of South Africa hosted The Exchange, a pop-up shop to encourage donor registration. The shop was stocked with designer-donated clothing and accessories, but items could not be purchased with cash or credit cards. Instead, only once consumers had signed up to the Foundation’s organ donor program, were they allowed to choose one item

Traditional’ augmented reality still offers endless opportunities for innovative brands around the world. April 2013 saw the Indian cricket team Royal Challengers Bangalore launch their new augmented reality ticket app, enabling fans to point their phone cameras at their paper tickets in order to access live traffic information, parking information and a 3D stadium view.

“Thoroughly exposed to (if not participating in) an uncensored, opinionated and raw world (especially online!), experienced consumers no longer tolerate being treated like yesteryear’s easily shocked, inexperienced, middle-of-the-road audiences. Able to handle much more honest conversations, more daring innovations, more quirky flavors, more risqué experiences, these consumers increasingly appreciate brands that push the boundaries.”

“With textual search and information now abundantly available to most people most of the time, the race is on to make instant visual search and information ubiquitous too. Any real world object will soon be able to be ‘known’ by on-the-go consumers equipped with smartphones, which can be pointed at anything to retrieve/ find related information on a whim”

The MATURIALISM trend is now less about shock-value, and more about entering into a mature exchange with consumers. Start by being brutally honest, if not totally transparent.

Behavior change will happen very quickly, once brands stop getting excited about simply being able to push alerts literally into people's faces, and start thinking about the new potential capabilities, behaviors, interactions, platforms, tools and services that will be unlocked by wearable devices, fueled by everything from ubiquitous data streams to hyper-contextual awareness to anticipatory computing.

Source: trendwatcher.com


THE THE DESIGN DESIGN CHALLENGE CHALLENGE

Resolution

INFORMATION + SERVICE DESIGN Marketing Education P r o c e s s Communication Environment

Community

Technology

Give Certainty To Do The Right Thing

Utilise New Technologies

Altruism

Information

Create Better Transperancy

Engage With Donors

Emotion

Connection

Target Youth Demographic

Emphasise Altruism


MOOD BOARD

I N F O R M A T I O N

ENVIRONMENT

C O M F O R T

COMMUNICATION

INTERACTION

P E R S O N A L


SOCIAL SOCIAL DESIGN DESIGN FLOW FLOW POSTER

SCAN CODE

WEBSITE

INFORMATION

APP

RECIEPENT

DONATION ROOM+ PROCESS

DONOR +PATIENT CONNECTION

DIGITAL INTERFACE PERSONAL STATS

THANK YOU CARD


PERSONA’S

MELISSA Melissa is a mother in her late-20s. She has a one year-old daughter and is an accountant. Melissa has only given blood once before, which was when her work place orgnaised a mobile donation service to come to their work. She was not opposed or afraid of blood donation but rather never thinks too much about it as she is very busy and the process of donating seems to have more cons than pros. Melissa is definitely open to giving blood more regularly, and supports NZBS but to actually donate more she needs a way to intergrate into her busy schedule better as well as reminders when and where to donate.

JAKE Jake is a 23 year-old student living in central Wellington. Jake is a healthy, active guy who has no health problems and has never been hospitalised.

GRAEME Graeme is an elderly man living in Auckland. Graeme is one of new Zealand’s most dedicated donors. In 2010 he made his 500th blood donation.

Jake has never given blood before. This is partly due to the fact that although he is aware of the service he has never been actively encouraged to participate himself. He has never investigated more into donating blood as the general idea of the process, in particular the needle is not very appealing to him.

Graeme began donating on a regular basis in 1968 after seeing an advertisment in the New Zealand Herald seeking male donors as pasrt of a programme to boost the production of the Anti-D injection. Graeme’s fornightly donations of plasma are used to make the Anti-D injection which is adminstered to many mothers to stop their babies suffering from Haemolytic Disease of the Newborn. Graeme’s donations have ensured many healthy babies and happy mothers all over the country.

However Jake, as an avid traveller, has had many injections before and is not afraid of needle but does dislike them and will only do it if there is a need or advantage to it. Jake could be open to donating blood if he was more informed about the service and encouraged to do so.

When he was younger Graeme would walk to the local hospital during his lunch break to donate. Now retired he travels by ferry, then train to the nearest donation center every two weeks. Graeme donates blood becuase as he believes that it is such a big thing to save a life, yet such an easy thing to donate blood. http://www.nzblood.co.nz/Give-blood/Amazing-Stories/Graeme-s-500th-donation


BRANDING BRANDING + + IDENTITY IDENTITY

PHYSICAL > DIGITAL MARKETING An engaging campaign with bight, illustrated visuals that are designed to catch the passer-bys attention. Intergrated QR codes with links to the NZBS + Howard Wright cares websites encourage people to stop and interact with the posters and provide excellent publicity and website traffic for the two partners.


MARKETING


THE NEW-LOOK WEBSITE

DIGITAL EDUCATION FOR THE NEW GENERATION The website carries on the visual aesthetic of the campaign in making educational information more interesting and engaging. Layout is clean and simple, allowing users to navigate through the system with ease while the writing has a more personal perspective to correspond to induviduality of blood donations and donors. A bright, catchy aesthetic aimed at a younger audience, designed to attract youth to the important information about donating blood and provide engaging education about the New Zealand Healthcare system.


WEBSITE WEBSITE

B E F O R E

B E F O R E

Why can’t I donate today?

Why can’t I donate today?

How long does it take to replace the blood?

D U R I N G

A

F

T

E

Can I drink alcohol before or after?

R

A

The Haemogloblin test

red our

5-10

mins

470

time

rest and refreshments time

make energy

IRON in iron

red our

cells tissues stores

Make sure you have something to eat and drink 3hours prior to donating

Everyone loses small ammounts of iron each day, this iron is replaced by iron from foods

>During pregnancy and teenage years(while growing rapidly in height) an additional 1.5-2.5mg of iron each day is needed

>Men and women need 0.5-1mg of iron each day to replace losses from skin and other tissues >Women need another 0.5-2mg of iron each day to replace iron lost in menstrual periods

IRON?

is absorbed after donating blood or if the body has low iron stores

STEP

ONE.

STEP

TWO.

>After giving blood you will need an addtional 2-2.5mg of iron each day for the next 3months to replace the iron stores used to make new red cells

Your blood is collected in sterile bags

Answer health questionaire with nurse

withdrawn

mins

??

MORE

mls

blood

20

R

What if I am vegetarian/ don’t eat much meat?

What if I have low iron?

IRON?

donation

E

WE NEED to provide provide

is absorbed after donating blood or if the body has low iron stores

actual

It is recommended you wait 24hours until your fluids have been replaced after donating before doing heavy exercise

How much iron do I need each day?

cells tissues stores

How many donations can I give?

MORE

T

Which foods contain iron?

IRON in iron

Can I do physical activity after donating?

is an important part of red blood cells it makes haemogloblin and carries oxygen around the body

How much iron do I need each day?

make energy

F

IRON

??

WE NEED

Consuming large ammounts of alcohol combined with hvaing less blood can cause a person to develop low blood pressure. It is recommended to reduce alcohol intake for the first day after donating

What problems can occur?

is an important part of red blood cells it makes haemogloblin and carries oxygen around the body

to provide provide

It is fine to take Vitamin supplements prior to donating but not antibiotics. The pill is not effected by the donation process

How does it affect my body?

What problems can occur?

IRON

Can I still take supplements and the pill?

D U R I N G

About blood donation and being a hero

How does it affect my body?

Most of the collected is replaced in the first 12-24hours after the dnation is made

Fill out a registration form with your name and deatils

Whole blood is filtered to remove white cells, then spun in centrifuge(like a washing machine) to seperate red cells and plasma

Haemoglobin finger prick test to check the protein in your blood

STEP

Hop in donation chair, needle is inserted and approx.470ml of blood withdrawn. This takes 5-10mins

3 people’s lives s

a

v

e

d

Donation done! Time to rest in the chair for 5mins

Enjoy some refreshments in teh donor lounge for 10-15mins then you are free to go!

THREE.

Red cells and plasma are filtered before use, white cells and platelets remain on the ‘Buffy coat’ the thin layer between red cells and plasma after seperation

STEP

FOUR.

Buffy coats from multiple donations are pooled and platelets seperated by more spinning to make a concentrate

dunedin bloodbank


THE THE MOBILE MOBILE APP APP

UTILISING TODAY’S TECHNOLOGY An well laid-out, easy to navigate app allows users to quickly find out when and where there can donate as well as manage future appointments. Designed with as few steps as possible, this app is meant to fit seamlessly into the regular routine of the busy person who usually finds making time to donate inconvienant. Many potential donors site this very reason for not donating, this app design strives to overcome this barrier.

Hi Sarah, Your next appointment is :

17 June

Te R atonga Toto O Aotearoa

09:30am Hospital Rd, Newtown, Wellington 0800 448 325 or 04 380 2243 edit/cancel

Email Te R atonga Toto O Aotearoa

You have helped save

Donor Number

27

?

<

lives over 9 donations!

Sign Up or Login

See where your donations have gone

What happens to your blood?

Check your latest health stats

Your donation history

FAQ and important facts about donation

Update your account details

My Health Arh +

Last Donation Wellington Blood Donor Centre Hospital Rd, Newtown, Wellington

09 May

7m35s

110

Blood Type

Donation Time

Blood pressure

86bpm Heart rate 160g/L 38C

Iron Count

Temperature

16bpm

Respiration Rate

9 Number of Donations All readings taken from your last known donation

The use of smart fabrics is a strong emerging medical technology that could be harnessed to help inform and educate the every day person about their personal health. By intergrating smart fabric into the squeeze ball used while giving blood(to help pump the blood throgh the veins faster) donors can get updates on their vitals, making the experience more benficial to them.


SMART SMART MONITERING MONITERING

ANYWHERE, ANYTIME Keeping track of past donation history keeps the donor motivated to continue donating and gives confidence and reassurance that they are contributing to their community in a powerful way.

<

<

Donation Map

<

Donation Map

History

albany

27

auckland pukekohe

lives saved

9

donations made

Opanake Domestic Home New born shot to reduce risk of jaundance

09 opanake

May

Last Donation Wellington Blood Donor Centre Hospital Rd, Newtown, Wellington

Tauranga Blood Donor Centre Cambridge Road, Otumoetai, Tauranga

26 March

wellington

Karori Community Centre Karori Road, Karori, Wellington

14

greymouth

January

19

rangiora

Ground Floor District Court Building Stout Road, Central Wellignton, Wellington

November

11

<

ashburton

<

Make Appt

christchurch

Wellington, June 17

11

02

<

Wellington Blood Donor Centre Hospital Road , Newtown, Wellington

Wellington, June 17

Wellington <

<

June

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

08:30am - 05:00pm Wellington Blood Donor Centre Hospital Rd, Newtown

Book Appt Find

<


PHYSICAL PHYSICAL INFORMATION INFORMATION CARDS CARDS

5-10

mins

actual

donation

470

time

Make sure you have something to eat and drink 3hours prior to donating Answer health questionaire with nurse

mls

blood

withdrawn

20

mins

rest and refreshments time

Fill out a registration form with your name and deatils

Haemoglobin finger prick test to check the protein in your blood

Hop in donation chair, needle is inserted and approx.470ml of blood withdrawn. This takes 5-10mins

3 people’s lives s

a

v

e

d

Donation done! Time to rest in the chair for 5mins

Enjoy some refreshments in teh donor lounge for 10-15mins then you are free to go!

How long does it take to replace the blood?

Most of the collected is replaced in the first 12-24hours after the dnation is made

Can I still take supplements and the pill?

It is fine to take Vitamin supplements prior to donating but not antibiotics. The pill is not effected by the donation process

Consuming large ammounts of alcohol combined with hvaing less blood can cause a person to develop low blood pressure. It is recommended to reduce alcohol intake for the first day after donating

Can I do physical activity after donating?

It is recommended you wait 24hours until your fluids have been replaced after donating before doing heavy exercise

D U R I N G How does it affect my body? For further information on this and other aspects of blood donation scan the code below or call 0800 448 325

STEP

ONE.

STEP

TWO.

Can I drink alcohol before or after?

Your blood is collected in sterile bags

Whole blood is filtered to remove white cells, then spun in centrifuge(like a washing machine) to seperate red cells and plasma

STEP

THREE.

Red cells and plasma are filtered before use, white cells and platelets remain on the ‘Buffy coat’ the thin layer between red cells and plasma after seperation

STEP

dunedin bloodbank

FOUR.

Buffy coats from multiple donations are pooled and platelets seperated by more spinning to make a concentrate

replaces blood loss during surgery

Makes Albumex, Intragam P, Blostate and more

Reduces rick of newborn babies becoming jaunduced

management of inheritant bleeding conditions

replaces albumin in severe liver or renal failure

prevents bleeding after surgery and

Acts as blood clot to stop bleeding after trauma

Prevention of Hepatitis A for overseas travellers

stops bleeding after trauma and blood diseases

Prevents infections for weak immune systems

treats inherited bleeding disorder haemophilia B

Treatment for severe burn victims with shock

Stops bleeding for people taking Warfarin medicine

protection against tetanus or hepatitis B


SHOW SHOW APPRECIATION APPRECIATION

CONNECTING WITH THE INDUVIDUAL Giving blood is a very personal and selfless act, and one that should be acknowledged properly. Giving donors ‘thank you’ stickers makes them feel proud of what they have done as well as indicating to other people that they have given blood. Thank you cards mailed out a couple of weeks after a donation has been madde reinforces the appreciation fel while also acting as a reminder to donate again.

D e a r ,

Tayla

THANKS FOR BEING A HERO! For further information on this and other aspects of blood donation scan the code below or c a l l 0800 448 325

Your blood was safely delivered to our Dunedin Bloodbank where it has been spun to seperate your platets, white cells and red cells. It has then gone on to help save three lucky New Zealanders. We look forward to seeing you again soon!

NZBS x dunedin bloodbank


TOKENS

A LASTING REMINDER Small, take home tokens derived from blood drops can be taken home after every donation. A donor recieves three token per donation representative of the three lives he/she has saved. Tokens are magnetic and designed to be stuck on the fridge as a daily reminder of the community of donors in NZ and personal importance within that community


ISSUES ISSUES WITH THE THE WITH CURRENT CURRENT SERVICE SERVICE

A B O U T

Te Ratonga Toto O Aoteroa

A unique opportunity for Howard Wright Cares to be aligned with a service that works for the betterment of the New Zealand community A proudly kiwi company, howard wright has the motivation for the improvement of the healthcare system and making the lives of patients easier as well as benefitting the wider NZ society.


THANKS FOR YOUR SUPPORT

Please note this is a personal project and does not reflect the views or plan of NZBS


One Drop at A Time