Krwinka
Krwinka
(2020)
(2020)
Saving Lives Made Fun: A Gamified Blood Donor Mobile App with a Personalized Hero
Saving Lives Made Fun: A Gamified Blood Donor Mobile App with a Personalized Hero
End-to-end
End-to-end
Research-Driven
Research-Driven
Gamified UX
Gamified UX
End-to-end app design of mobile app for blood donors, powered by a customisable hero experience that builds personal connection and boosts long-term motivation.
End-to-end app design of mobile app for blood donors, powered by a customisable hero experience that builds personal connection and boosts long-term motivation.
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Introduction
I designed a mobile application aimed at supporting and motivating blood donors in Poland. The goal was to tackle the challenge of irregular blood donations by making the process more engaging, educational, and convenient. I led the project from start to finish, using a user-centered design approach guided by the Double Diamond process. Every decision - from discovery to visual design - was based on real user needs and behaviors.
I designed a mobile application aimed at supporting and motivating blood donors in Poland. The goal was to tackle the challenge of irregular blood donations by making the process more engaging, educational, and convenient. I led the project from start to finish, using a user-centered design approach guided by the Double Diamond process. Every decision - from discovery to visual design - was based on real user needs and behaviors.
Role:
Role:
End-to-end Product Designer
End-to-end Product Designer
Project Type:
Project Type:
Bachelor’s Thesis / Solo Project
Bachelor’s Thesis / Solo Project
Duration:
Duration:
Academic Year 2019/2020
Academic Year 2019/2020
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Discovering the Problem
The project began with a comprehensive research phase. I conducted desk research on national blood donation trends, joined Facebook groups to observe donor behavior, and ran a survey that gathered 59 responses from active and potential donors. I also carried out in-depth interviews to dive deeper into personal motivations, fears, and habits.
The project began with a comprehensive research phase. I conducted desk research on national blood donation trends, joined Facebook groups to observe donor behavior, and ran a survey that gathered 59 responses from active and potential donors. I also carried out in-depth interviews to dive deeper into personal motivations, fears, and habits.
Alongside that, I analyzed the most popular donor apps in Poland and abroad to understand what worked and what was missing.
Alongside that, I analyzed the most popular donor apps in Poland and abroad to understand what worked and what was missing.
Found problems after discovery phase:
Found problems after discovery phase:
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Low Awareness & Misinformation
Low Awareness & Misinformation
Many people lack basic knowledge about the donation process and its importance, with myths and misconceptions actively discouraging participation.
Many people lack basic knowledge about the donation process and its importance, with myths and misconceptions actively discouraging participation.
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Weak Engagement & Irresponsible Attitudes
Weak Engagement & Irresponsible Attitudes
Donating blood is often treated as a one-time act rather than a recurring commitment, leading to low engagement and irregular donation habits.
Donating blood is often treated as a one-time act rather than a recurring commitment, leading to low engagement and irregular donation habits.
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Lack of Motivation & Support
Lack of Motivation & Support
There’s a shortage of tools or systems that guide, motivate, and support donors throughout their journey, from first-timers to regular contributors.
There’s a shortage of tools or systems that guide, motivate, and support donors throughout their journey, from first-timers to regular contributors.
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Fear & Negative Associations
Fear & Negative Associations
Common fears around needles, pain, and post-donation effects deter potential donors, especially those considering it for the first time.
Common fears around needles, pain, and post-donation effects deter potential donors, especially those considering it for the first time.
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Phasing Out Physical Donation Booklets
Phasing Out Physical Donation Booklets
As physical donation booklets are being phased out, many donors lose a tangible way to track their contributions, potentially impacting their sense of progress and motivation.
As physical donation booklets are being phased out, many donors lose a tangible way to track their contributions, potentially impacting their sense of progress and motivation.
A post by Mr. Kamil, dated October 30, 2019, on the “Honorary Blood Donors” Facebook group” that inspired me to create the project
Screenshot of recruitment post for survey participants
Excerpt from the transcript of the conversation, conducted with one of the participants of the individual interviews, carried out as part of the thesis work
Photo of empty laboratory refrigerators. Source: private collection of Ms. Paulina. One of the nurses working in blood donation
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Defining the
Core Needs
Defining the Core Needs
Based on my research, I synthesized the most important user pain points and goals using tools like the Value Proposition Canvas, Systemico, and Red Routes analysis. This helped me define the minimum viable product and prioritize features. Users needed help staying motivated to donate regularly, they wanted transparency around their donation history, and they required clear, trustworthy information to prepare and qualify for donation. Just as importantly, they sought a more positive and empowering experience overall.
Based on my research, I synthesized the most important user pain points and goals using tools like the Value Proposition Canvas, Systemico, and Red Routes analysis. This helped me define the minimum viable product and prioritize features. Users needed help staying motivated to donate regularly, they wanted transparency around their donation history, and they required clear, trustworthy information to prepare and qualify for donation. Just as importantly, they sought a more positive and empowering experience overall.
An overall view of the Value Proposition Canvas
Priority analysis, using the Red Rotes tool.
Gain Creators & Pain Relievers mapped out
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Designing for Engagement
To create emotional connection and sustained engagement, I introduced gamification into the app. At the center of this concept was “Krwinka” - a virtual character representing a healthy red blood cell. Krwinka would change its appearance based on the user’s activity, becoming weaker if too much time passed since the last donation.
To create emotional connection and sustained engagement, I introduced gamification into the app. At the center of this concept was “Krwinka” - a virtual character representing a healthy red blood cell. Krwinka would change its appearance based on the user’s activity, becoming weaker if too much time passed since the last donation.
Krwinka's lifecycle
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In-build currency
...and earn “Karma Points” by donating, preparing properly, or completing educational quizzes, and spend them on digital rewards like accessories for their Krwinka or physical items picked up at donation centers. This playful layer helped transform a medical task into something that felt personal, rewarding, and even fun.
...and earn “Karma Points” by donating, preparing properly, or completing educational quizzes, and spend them on digital rewards like accessories for their Krwinka or physical items picked up at donation centers. This playful layer helped transform a medical task into something that felt personal, rewarding, and even fun.
Personalization options for “Krwinka”
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Core Features I Designed
The app was designed to support both first-time and regular donors. I created a digital logbook to track past donations and remind users when they were eligible to donate again. A preparation checklist guided users step by step before each appointment, ensuring safety and quality of blood. I also added an eligibility quiz to help users avoid unnecessary trips to the donation center, and a locator for nearby blood banks with live stock information. Educational content was presented through short, interactive quizzes that both informed and rewarded users - contributing to awareness while maintaining engagement.
The app was designed to support both first-time and regular donors. I created a digital logbook to track past donations and remind users when they were eligible to donate again. A preparation checklist guided users step by step before each appointment, ensuring safety and quality of blood. I also added an eligibility quiz to help users avoid unnecessary trips to the donation center, and a locator for nearby blood banks with live stock information. Educational content was presented through short, interactive quizzes that both informed and rewarded users - contributing to awareness while maintaining engagement.
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Impact
Although this was an academic project, the final result is a complete product concept that could be implemented by healthcare institutions or non-profits. This project showcases my ability to apply UX strategy and visual design to solve real social challenges. It reflects how I design with empathy, balance business and user goals, and create digital products that drive positive behavior change.
Although this was an academic project, the final result is a complete product concept that could be implemented by healthcare institutions or non-profits. This project showcases my ability to apply UX strategy and visual design to solve real social challenges. It reflects how I design with empathy, balance business and user goals, and create digital products that drive positive behavior change.
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Validated Design Decisions
Validated Design Decisions
Through thorough UX research, the final solution directly addressed real user pain points, from misinformation to lack of motivation.
Through thorough UX research, the final solution directly addressed real user pain points, from misinformation to lack of motivation.
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User-Centered Approach
User-Centered Approach
Every design choice was rooted in insights from data, community observation, and interviews, ensuring relevance and empathy in the final product.
Every design choice was rooted in insights from data, community observation, and interviews, ensuring relevance and empathy in the final product.
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Clear Value Proposition
Clear Value Proposition
The concept offers both educational and emotional support for blood donors, with potential to improve donation rates and public perception.
The concept offers both educational and emotional support for blood donors, with potential to improve donation rates and public perception.
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Scalable Vision
Scalable Vision
The product was designed with future implementation in mind, laying a strong foundation for development or testing in a real-world context.
The product was designed with future implementation in mind, laying a strong foundation for development or testing in a real-world context.
See next project
See next project
Don't hesitate.
Let’s talk.
Don't hesitate.
Let’s talk.