Digital: CSL Plasma, Website/mobile
CSL Plasma
Client: CSL Plasma
Role: UX/UI Designer
Company:
PwC
CSL Plasma is one of the largest plasma donation companies with a mission to become the “WebMD” of plasma. The donation process is intimidating and overwhelming for first time donors, and our team was tasked to design a web experience that can ease the tension and instead develop an approachable yet informative experience that prospect donors can connect to, with the end goal of increasing conversion rates and mobile app downloads.
We designed for 5 key web page templates that can be recycled throughout the overall web experience. I designed the future state architecture to align with the client’s vision and emphasize the idea of educating the donor process, rewards and referrals and becoming part of the CSL community.
This project was originally solely Heuristic Evaluation. It was extended to add 3 new project phases (CSL Website redesign, CSL Mobile App redesign, CSL Content Direction) as a result of successful first phase.
Strategy
An opportunity to make CSL Plasma the top U.S. plasma collector by boosting donor acquisition, retention, and lifetime value through behavioral nudges, self-service tools and brand differentiation.
Heuristic Evaluation
Evaluating the current state through Four F framework and pain point distribution
I worked with the Creative Director and UI Designer to evaluate the current state CSL Plasma website and mobile app. By leveraging UX methodology and the Four F framework, we created a pain point distribution guide to prioritize the main factors that are disrupting the current donor experience.
Site Map
By working closely with our strategists and analyzing the client workshop outcomes, I built the future state site map based on 1. business needs to increase mobile app downloads, 2. educating donors about the donation process and 3. introducing prospect candidates about the company.
Wireframes
Home
As the introduction to the site, we focused on highlighting the company’s brand and providing an overview of CSL Plasma’s plasma donation and why it’s unique, compared to their competitors.
Donation Process
The primary goal of this page was to create comfort for the prospect donors. By creating a visual yet human connection for the donors while educating them about the process, the overwhelming factor about donating can be alleviated.
MoodboardVisual assets were designed in conjunction with the app team to create a seamless and universal language for both website and mobile app. The client provided existing brand guidelines that we used as a foundation to additional elements that we created. The specific brand colors were used intentionally to signify certain information throughout the web experience (ie. teal informed any financial, reward, promotion related content).
UII collaborated with our UI designer to iterate on the wireframes and develop the high-fidelity UI while incorporating our look and feel. The web experience was intended to create a comforting, community-driven touch that is emphasized through intentional imagery, colors and graphics.