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UX Research Plan

BloodStream.ai

Index

1. Strategy & Goals
2. Research Objectives
3. Purpose of the Plan and Studies
4. Target Audience
5. Expectations
6. Test Methods
7. Test Set Up
8. Test Scripts & Questions
9. Results Presentation

Strategy & Goals

UX Research Objectives

Awareness:

  • Gauge awareness & identify low-awareness groups.

  • Uncover motivations & triggers for first-time donors.

  • Evaluate existing campaigns & find new outreach channels.

 

Decision:

  • Pinpoint barriers & concerns preventing donation.

  • Assess eligibility understanding & information clarity.

  • Evaluate trust & perceived risks in the process.
     

Pre-Donation:

  • Find pain points & usability issues in booking platforms.

  • Discover preferred communication channels & formats.

  • Check platform & resource accessibility for diverse needs.

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Donation & Post-Donation:

  • Observe emotions & behaviors, identify improvement areas.

  • Evaluate effectiveness of post-donation communication.

  • Explore strategies for community & engagement on platform.

 

Bonus:

  • User preferences for personalization & communication.

  • Impact of messaging styles & tone on engagement & trust.

  • Gamification & rewards on donor motivation & retention.

Purpose of the Plan and Studies

Understanding User Needs and Motivations

  • Gather in-depth insights into the experiences, attitudes, and motivations of potential and existing blood donors in Sweden.

  • Identify key pain points and areas for improvement across the entire blood donation journey, from awareness to post-donation engagement.

  • Uncover unmet needs and opportunities to enhance the accessibility, user experience, and overall emotional impact of the donation process.

Informing Platform Design and Development

  • Guide the development and optimization of BloodStream.ai by providing user-centered data and feedback.

  • Ensure that features and functionalities are aligned with user preferences and address their specific needs and concerns.

  • Help create a platform that is user-friendly, engaging, and encourages regular blood donation.

Maximizing Engagement and Impact

  • Develop tailored communication strategies and outreach campaigns based on user insights, effectively reaching different demographics and increasing awareness.

  • Build a strong and motivated community of donors on BloodStream.ai, fostering a sense of connection and purpose.

  • Maximize the positive impact of blood donation by communicating the life-saving potential of every contribution and engaging donors in advocacy efforts.

Target Audience

Green Abstract

Primary Audience

  • Swedish nationals aged 18 - 65 years old eligible to donate blood. This encompasses a broad range of demographics including:

  • Gender: Men and women.

  • Occupation: Students, professionals, retirees, etc.

  • Location: Urban, rural, and suburban areas across Sweden.

  • Ethnic and cultural backgrounds: Reflecting the diverse population of Sweden.

Secondary Audience

  • Healthcare professionals involved in blood donation management: This includes:

  • Medical staff at blood donation centers.

  • Healthcare personnel responsible for eligibility assessment and donor communication.

  • Hospital and healthcare system administrators involved in blood supply needs and logistics.

Considerations for Segmentation

  • First-time and returning donors: Tailoring messaging and platform features to cater to the specific needs and motivations of each group.

  • Age and cultural diversity: Adapting communication styles and outreach strategies to resonate with different demographics and cultural sensitivities.

  • Accessibility: Ensuring the platform and resources are accessible for individuals with disabilities or limited technological experience.

Sample Size:

  • Primary audience: Aim for 100-200 (direct method 10 participants) participants to ensure a good representation of diverse demographics and provide statistically significant results.

  • Secondary audience: 50-100 participants from different healthcare roles involved in blood donation management.

Expectations

Deliverables

  • Detailed research reports: Comprehensive analysis of user insights, recommendations for design improvements, and actionable marketing strategies.

  • Data visualizations and user quotes: Compelling presentations of key findings, user behaviors, and emotional responses to inform decision-making.

  • Persona development: Clear profiles of different user segments within the target audience, highlighting motivations, concerns, and preferred communication channels.

  • Prototype usability testing reports: Evaluation of platform and feature iterations with user feedback to optimize functionality and user experience.

Timings

  • Research execution: 2 months for user interviews, focus groups, and usability testing.

  • Data analysis and reporting: 1 month for in-depth analysis, report writing, and visualization creation.

  • Presentations and workshops: Ongoing presentations and interactive sessions to share findings and recommendations with stakeholders.

Results

  • Quantitative and qualitative data: Measurable metrics on user satisfaction, platform usability, and potential impact of proposed solutions.

  • Deeper understanding of user needs and motivations: Insights into user perceptions, behaviors, and barriers throughout the blood donation journey.

  • Data-driven recommendations for platform development: Actionable steps to improve accessibility, engagement, and overall user experience.

  • Improved marketing strategies and outreach messaging: Personalized and targeted communication based on user preferences and demographics.

Additional Expectations

  • Flexibility and iterative approach: Willingness to adapt research methods and scope based on emerging insights and stakeholder feedback.

  • Clear and consistent communication: Regular updates on research progress, findings, and potential implications for BloodStream.ai development.

  • Collaborative partnership: A collaborative working relationship with the BloodStream.ai team to ensure research findings are effectively translated into actionable solutions.

Test Methods

User Interviews

  • Why: To gain in-depth understanding of individual motivations, concerns, and experiences related to blood donation.

  • How: Conduct 1-on-1 interviews with a diverse sample of potential and existing donors, exploring their attitudes, beliefs, and decision-making processes.

  • Focus areas: Explore motivations, barriers, preferences for communication channels, platform feedback, and experiences with existing donation processes.

Usability Testing

  • Why: To evaluate the user-friendliness and intuitiveness of BloodStream.ai's interface and features.

  • How: Observe users interacting with prototypes or mockups, identifying usability issues, navigation challenges, and areas for improvement.

  • Focus areas: Navigation, task completion, accessibility, clarity of information, and overall user experience.

Surveys

  • Why: To evaluate the user-friendliness and intuitiveness of BloodStream.ai's interface and features.

  • How: Observe users interacting with prototypes or mockups, identifying usability issues, navigation challenges, and areas for improvement.

  • Focus areas: Navigation, task completion, accessibility, clarity of information, and overall user experience.

Focus Groups

  • Why: To facilitate group discussions and uncover shared experiences, reactions, and ideas.

  • How: Gather 6-10 participants to discuss specific topics or platform features, encouraging interaction and building on each other's insights.

  • Focus areas: Exploring motivations and barriers in more depth, gathering feedback on specific features or communication strategies, and generating ideas for community engagement.

Additional Methods

  • Card sorting: To understand information architecture and user expectations for content organization.

  • Eye tracking: To measure visual attention and identify areas of interest or confusion on BloodStream.ai.

  • A/B testing: To compare different design options or messaging strategies and determine the most effective approach.

​

The choice of methods will depend on the specific research objectives and the stage of development of BloodStream.ai. It's important to use a combination of methods to gather both qualitative and quantitative data, providing a comprehensive understanding of user needs and experiences.

Test Set Up

01

Scenarios

  • Develop realistic scenarios covering blood donation journey stages to guide participants and observe behavior.

  • Examples: finding eligibility info, booking appointments, completing questionnaires, navigating donation centers, receiving post-donation communication, engaging in community.

02

Screening Questions

  • Prepare questions to ensure participants meet eligibility criteria and represent your target audience.

  • Examples: age, residency, donation eligibility, experience with donation, comfort with technology.

03

Pilot Tests

  • Conduct pilot tests with a small group to refine methods and scenarios before full-scale research.

  • Plan for pilot tests to last 45-60 minutes, schedule multiple sessions across different locations.

04

Additional Considerations

  • Recruitment: Develop a strategy to reach potential participants (online, partnerships, outreach).

  • Testing environment: Choose comfortable, accessible locations with minimal distractions.

  • Ethical considerations: Obtain informed consent, protect confidentiality, respect participants' time.

  • Incentives: Consider offering incentives to encourage participation.

  • Accessibility: Ensure all test materials and facilities are accessible to diverse needs.

Test Scripts & Questions

User Interviews

Opening:

  • Introduce yourself briefly, mentioning your role and expertise in UX research.

  • Briefly explain the purpose of the research: to understand the current blood donation process from the perspective of hospital administrators, donors, and medical professionals, before designing an AI-powered solution for BloodStream.ai.

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Key Questions

About Users:

​Hospital Administrators

  • What are the biggest challenges you face in managing blood inventory and donations?

  • How do you currently track and allocate blood units?

  • What are your pain points in recruiting and retaining donors?

  • What role do you envision AI playing in improving the blood donation process?

 

Donors

  • What motivates you to donate blood?

  • What are your biggest concerns or obstacles to donating blood?

  • How do you currently find information about blood donation opportunities?

  • What features would make the donation process more convenient and rewarding for you?

 

Medical Professionals

  • How do you assess eligibility for blood donation?

  • What information do you need to effectively manage blood transfusion procedures?

  • How do you currently access and track blood availability for patients?

  • What are your concerns about incorporating AI into the blood donation process?

User Behaviour:

  • How do users currently learn about blood donation opportunities?

  • What factors influence their decision to donate? (e.g., location, convenience, incentives)

  • What are their pain points during the donation process? (e.g., long wait times, complex forms, lack of information)

  • How do they prefer to interact with hospitals or blood donation centers? (e.g., online, phone, in person)

  • What are their thoughts on using technology to streamline the donation process

User Journey:

​Hospital Administrator

  • Map their journey from identifying a blood shortage to acquiring the needed units.

  • Understand their decision-making process and information needs at each stage.

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​Donor

  • Map their journey from initial awareness of a donation opportunity to completing the donation process.

  • Identify touchpoints, emotions, and pain points at each stage.

​

Medical Professional

  • Map their journey from receiving a patient requiring blood to administering the transfusion.

  • Understand their workflow, information needs, and potential challenges.

Communication Preferences:

  • How do you prefer to receive information about blood donation opportunities?

  • What kind of messaging would resonate with you and motivate you to donate?

  • What channels do you use most often to get information about health-related topics

Motivations and Barriers:

  • What are your thoughts on blood donation in general?

  • Have you ever donated blood before? If so, what was your experience like?

  • What would encourage you to donate blood more often?

  • What factors might prevent you from donating blood?

  • What are your concerns or hesitations about the blood donation process

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User Opinion:

  • Gather qualitative feedback from each user group on their current experience with blood donation.

  • Ask open-ended questions to understand their needs, desires, and concerns.

  • Conduct usability testing of any existing blood donation platforms or prototypes.

Additional Topics:

  • Accessibility: How can the blood donation process be made accessible for people with disabilities?

  • Privacy and security: How can user data be protected in an AI-powered system?

  • Ethical considerations: What are the ethical implications of using AI in blood donation

  • Cultural factors: How do cultural variations influence blood donation behaviour?

Experiences with Existing Processes:

  • If you've donated blood before, can you describe the process you went through?

  • What were the positive aspects of your experience?

  • What were the challenges or pain points you encountered?

  • How could the process be improved to make it more convenient or enjoyable for donors?

Closing:

  • Thank the participant for their time and insights.

  • Offer a chance to ask questions or provide additional feedback.

Usability Testing

Scenarios:

Provide specific tasks for participants to complete using the BloodStream.ai prototype or mockup, such as:

  • Finding information about eligibility criteria.

  • Booking an appointment for a blood donation.

  • Completing the pre-donation questionnaire.

  • Navigating to a donation center.

  • Viewing post-donation impact reports.

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Observation and Questioning:

Observe participants' interactions with the platform, noting any usability issues, confusion, or frustration.

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Ask open-ended questions to encourage feedback:

  • What are you thinking as you complete this task?

  • What do you find easy or difficult about using this feature?

  • Can you find the information you're looking for?

  • How would you describe your experience with this part of the platform?

Surveys

Questions:

  • Demographics: Age, gender, location, occupation, etc.

  • Blood donation history: Frequency of donation, motivations, barriers.

  • Awareness of BloodStream.ai: Previous exposure, initial impressions.

  • Usability: Ease of navigation, clarity of information, overall experience.

  • Satisfaction: Satisfaction with features, likelihood of using the platform.

  • Communication preferences: Preferred channels for receiving information and reminders.

  • Additional features: Suggestions for new features or improvements.

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Focus Groups - Topic Guide::

  • Motivations and barriers to blood donation: Explore in more depth.

  • Responses to specific platform features: Gather feedback on prototypes or mockups.

  • Ideas for community engagement: Brainstorm strategies to foster a sense of connection among donors.

  • Reactions to messaging and communication: Evaluate different approaches and messaging styles

Research Results Presentation

Target: Team, partners, investors.

Format

  • Executive Summary: Key findings & actionable recommendations.

  • Data & Quotes: Visuals & user voices to bring data to life.

  • Personas: Typical user segments with needs & preferences.

  • Actionable Steps: Concrete recommendations for platform & marketing.

Content

  • Awareness & Motivation: Understand public perception, identify low-awareness groups, uncover triggers for first-time donation.

  • Decision-Making Barriers: Pinpoint & address concerns preventing donation.

  • Pre-Donation & Donation: Identify & improve pain points in existing processes & environments.

  • Post-Donation & Community: Evaluate existing communication, explore strategies for community building & platform engagement.

  • Impact & Recommendations: Demonstrate potential impact, provide clear & actionable steps for implementation.

Tips

Tailor to audience, keep concise & engaging, highlight actionable insights, welcome feedback & discussion.

Outcome

Guide BloodStream.ai development into a user-centric platform that revolutionizes the blood donation experience in Sweden.

Thank you!

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