Donate Life NC
Donate Life America is a not-for-profit alliance of national organizations and state teams committed to increasing the number of donated organs, eyes, and tissue available for transplant to save and heal lives. In this project, I lead the user experience strategy, visual design efforts, and user interface work. I worked with the Donate Life NC team and my internal team at Alloy Magnetic to redesign the look and feel of the site, increase online registration, and to tell the stories of those whose lives were impacted by organ donation.
Our goal was to build a site that engaged users from the moment they enter the site through compelling and powerful stories of those affected by organ donation. We created a way for individuals to begin the donation process simply by filling out their name on the homepage, engaging them in the registration process quickly.
Good Design Saves Lives
A major pain point was the registration process itself — we found that only 13% of people who began online registration process actually completed it. Originally, the registration page was one large page with many fields. In the redesign, we set out to break out each step of the process to let users know their progress, and to remove any possible unnecessary form fields.
Since this has been implemented, there has been a 52% increase in the number of individuals completing registry entries.
To inspire potential organ donors to register, the website highlights the importance of organ donation and its impact through visually appealing stories that celebrates lives saved through organ donation.
The Value of Donation
In the efforts to motivate registration, we included statistics on the effects donation has on people along with specific calls-to-actions, and hand-drawn illustrations. Our goal was to emphasize how many lives could be saved with donation, and how many people are in need of it, while still carrying out the inspiring and friendly approach of the overall design.