MODERNISING BLOOD DONATION BOOKING TO REACH MORE DONORS

Canadian Blood Services (CBS) is the national authority responsible for Canada's blood and plasma supply, coordinating donations from across the country through hospitals, regional centres, and mobile clinics. Donors booked appointments through a flow that spanned desktop, mobile, and a native app.

The experience had grown uneven across surfaces, with conversion to a confirmed appointment leaking at multiple points. CBS wanted to improve the system by enabling group bookings for workplaces and donation drives, encouraging plasma donation alongside whole blood, surfacing why donors were cancelling and reengaging lapsed donors.

The booking experience needed to do more, on every device, without losing the donors it already had and without compromising the trust and clarity that a national health service depends on.

We began with a structured audit of the existing booking flow across desktop, mobile, and the native app, surfacing the usability issues at each step.

Alongside the audit, we ran a cross-industry pattern review drawing on best practices from healthcare, e-commerce, and service booking to identify design approaches most likely to work for CBS's donors. Those insights drove the concept and wireframe designs of the core booking flow.

For each of the new capabilities, we ran an alignment workshop to define scope and then rapidly prototyped the design. We did end-user usability tests, and iterated on the designs ahead of handing off to visual design.