For the project, we came up with three concepts: to tell about donation through the main character, locations (house, blood donation center, hospital), and a chain of circumstances. We decided to go with the last option, since part of the process happens without a character, and the locations don’t reflect all the important points related to the donation procedure.
Before starting work, we discuss several references with a client, and this is how we find solutions that are most effective for the objective. In order to show donation as a clear and consistent process, we made the screen flipping horizontal, following the example of the wine company Scepter&Sword landing page.
In the project preparation, we used scientific information, donors’ personal experience, donor organization’s data, and doctors’ advice. As well as data from the websites of blood transfusion centers and official medical organizations.
All the information was important and interesting, but in order not to overload the reader, we selected the key information. Together with the client, we decided to highlight 4 main stages in the story: Preparation, Giving Blood, Where Blood Goes, and Benefits For Donors.
We decided to build a story through short situational sketches about a donor character. The focus in the project is not on the character themselves, but on familiar objects and details from their life like dishes, documents, plants, and lockers in a medical room. So we could link together all the stages of donation, even when the reader doesn’t see the character, for example, when the donor's blood is being transfused to a recipient.
The concept also helped to avoid unnecessary triggers. The story didn't have to depict a hospital that could cause negative connotations.
We used various interactive elements to make the reader’s experience of understanding the topic interesting and comfortable: animation, pop-up windows, switches. These mechanics make the story comprehension easier, emphasize important details, and allow the reader to be involved in the process.
We didn’t use red and other aggressive colors that could remind of blood and discourage the reader in the project. To create a friendly atmosphere, we chose more neutral colors — blue and purple.
We developed two visual concept versions for the project. The first option differed a clear geometry and a cold color palette.