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1st floor, 68 Sackville Street
Manchester M1 3NJ


Redesigning the blood donation experience

Service design project, re-imaging the experiencing of donating blood at NHS donor centres.


Numbers of blood donations to the NHS Blood and Transplant service have fallen by 40% in the past decade, leaving a considerable gap in the supply of blood.

We wanted to help change the lack of blood supply making a negative impact in the area of saving lives. Aligned with the NHSBT’s core values of Caring, Expert and Quality. We designed with both donors and nurses in mind to create a better holistic experience in giving blood.

Balancing both organisation objectives, employee needs and donor expectations, we designed a more desirable experience of the service improving donor satisfaction and increasing supply productivity.


We collaborated with stakeholders and subject matter experts to deliver a fresh perspective and customer experience that is donor-centric and staff friendly.

During the project we interviewed donors and stakeholders and facilitated ideation workshops collaborating with interior designers NoChintz. We visualised the current donation journey, and created a shared vision through a future-facing blueprint.

Combined with technical specifications and a strategic roadmap to prioritise workflow, we created visual prototypes to enable speed and a shared language in creating a caring, relaxed and professional environment for the service.

By speaking to existing and potential donors, we envisioned a simplified service to encourage people to donate more often.


The design challenge was to introduce a timeless nature to the design, influencing a changing mood through an end to end journey and encouraging donors to feel confident of the expertise and ability of the staff and process.

Not all centres are the same so we needed to support flexibility and changes and aspects of each centre. Consideration of other elements such as space, furniture, lighting, layout, artwork and flow was all vital to the physical experience.

We re-imagined communications to give users a sense of progress through each step. Research and insights highlighted that data-driven communications and registration would drive efficiency. Apple Health and Google Fit integration enabled donors to monitor the progress of donations – which will save people’s lives.

We prototyped convenient notified that supported donors from registration to the next visit.

The prototype facilitated:

  • Flexible to facilities in different locations
  • Use of materials with minimal repair and maintenance
  • Future-facing service blueprint for the new donor centre
  • Adhere to NHS design principles
  • Visual 3D tour of new centres
  • Facilitate future changes and decision-making for NHS


The new donor centre design has been implemented in Bradford and will continue to roll out to more NHS donation centres across the UK.

The designs and recommendations have have been visualised in a narrative book – including digital and physical versions of clear guidelines – for the NHS teams to continue to implement at scale.

Feedback of the Bradford centre has been extremely positive in the overall experience with over 1,500 people visiting to give blood for the first time.


  • 500 blood donations to prototype centre in first month
  • 7,500 units of blood have been donated in a year ago
  • With potentially more than 22,000 lives have been saved or improved
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Get in touch

We’d love to hear from you. We’re always interested in meeting new people, businesses and organisations.

0161 236 9898

Find us

1st floor, 68 Sackville Street
Manchester M1 3NJ