2014
American Red Cross
Bringing blood donation to digital and handling disaster recovery.
It's 2014. The American Red Cross have got a big problem. Their web form for blood donation has a ~90% drop-off rate. It's costing them millions in leaking revenue.
We hopped on a plane, two of us stationed ourselves in a blood donation centre and prototyped in real time with blood donors, using a skeleton iOS app.
Over the period of 10 days, we iterated screen by screen to an almost final design. Every single step of the pre and post blood journey was iterated, edging our completion rate up.
As lead designer, I drove the project from pitch, to concept to completion.
As well as spearheading a world first feature - a way to track your blood from donation to use.
After launch, the appointment drop-off rate fell from 90% to under 10%. Flipping the metric we started with from "bloody hell, that's bad" to "bloody hell, that's amazing".
Not only that, blood appointments overall went up by 87%.
best app winner
+$90m
revenue
1.5m
lives saved
It's 2015. We get a call and we've been invited by Apple to create the first ever charity app for the Apple Watch. It's exciting. We're pumped… but we've only got a week to do it.
Not long before, I had designed Emergency, an app to monitor weather alerts where someone lives and where their loved ones live too.
Now, we're at Apple. A stark white room, me and a developer, two Apple Watches and a PDF of UI guidelines. It was here we envisioned the feature Family Safe - a one-tap way to check if your loved ones were safe straight after a disaster.
This has since become a standard Apple Watch feature.
"Dan is without a doubt one of the most creative people I've met professionally. His ability to quickly envision a user-focused solution immediately after being presented with a business problem is unparalleled."
Matt Goldfeder
Senior Director, Product/Digital, American Red Cross
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