By collaborating closely with partners and the NHS Blood and Transplant team, we defined, designed and built a new donor registration process to support the increase in demand due to COVID-19

In response to the increased demand for blood donors in the wake of the COVID-19 pandemic, Coherence was tasked with optimising and modernising NHS Blood and Transplant’s (NHSBT) registration forms. The goal was to ensure the forms provided an accessible and personalised experience while enabling NHSBT to quickly prioritise donors with rare or high-demand blood types.

The Challenge

NHSBT needed to quickly build and host a temporary registration landing page to manage an influx of donor registrations without straining their internal systems. The new forms had to:

• Align with NHSBT’s brand guidelines.

• Be user-friendly and accessible.

• Implement a personalised approach for registrants based on their data inputs.

• Enable NHSBT to filter and prioritise donors, particularly those with rare or in-demand blood types.

NHSBT needed a solution that could handle large volumes of traffic while maintaining an educational and supportive user experience for potential donors.

Why Coherence?

NHSBT engaged Bain’s digital marketing arm FRWD, which partnered with Coherence to deliver the solution. Coherence was selected for our expertise in customer journey mapping, form optimisation, and delivering data-driven, personalised user experiences. Our previous work with Acquia made us the ideal partner to build a scalable and flexible platform that could be deployed rapidly to meet NHSBT’s urgent needs.

Our Approach

• Workshops and Discovery

Coherence conducted multiple workshops with NHSBT and Bain teams to map out existing donor journeys and brainstorm improvements. We focused on creating user flows based on data inputs, allowing for a personalised and seamless donor registration experience.

• Design and Wireframes

We designed wireframes that modernised the existing forms, ensuring they were fully compliant with NHSBT’s brand guidelines. Accessibility was a key consideration, allowing anyone to easily register their interest in donating blood.

• Development with Acquia

Using Acquia’s Site Studio and low-code approach, we accelerated the development process. Acquia Personalization’s Profile Manager was also integrated, enabling NHSBT to gather data profiles of users and deliver personalised content over time. Additionally, the setup facilitated A/B testing, allowing NHSBT to gain actionable insights into user behaviour and further optimise the registration process.

Testimonial

“Working with NHS Blood and Transplant on modernising their donor registration forms was an incredibly rewarding experience for the team at Coherence. The urgency of the situation meant we had to deliver a solution that was not only robust and scalable but also user-friendly and accessible to all. By collaborating closely with NHSBT and leveraging Acquia’s technology, we were able to deliver a seamless, personalised experience that will continue to support NHSBT’s critical mission of attracting new and diverse donors.”

Julian Tedstone

Managing Director, Coherence

The Outcome

Early results show that the new registration page is performing smoothly, with an average of 25,000 daily visitors. The form has improved the overall user experience, and NHSBT now has the infrastructure in place to personalise content for future donors. With A/B testing capabilities built in, NHSBT can continuously optimise the registration process and improve donor engagement.

About NHS Blood and Transplant

NHS Blood and Transplant is a special health authority within the UK’s National Health Service (NHS), responsible for managing blood donation and organ transplantation services. NHSBT plays a crucial role in maintaining the UK’s blood supply and ensuring a diverse pool of donors. In response to the COVID-19 pandemic, NHSBT faced increased demand, requiring a modern, flexible approach to managing donor registrations.