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Register While You Wait

Leveraging retail and other transaction spaces for bone marrow donor education, motivation, and registration.

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Written by DeletedUser

Chris F. posted two great inspirations about ways boostrapping could play a role in increasing the number of registered bone marrow donors. What are some prime times to ask people to learn more or register?


Inspiration 1: http://j.mp/gI7JE7
Inspiration 2: http://j.mp/gguOGM


Remember the last time you waited for a service. Maybe you were waiting for prepared food, or for a doctor or hairstyling appointment. Were you bored, anxious, wanting to do something valuable with that time?


Let’s give people a way to make the most of waiting: as time to learn about the bone marrow donation process: who they’d help, why it’s urgent, and how it works. And if they’d like, a sample kit to register then and there — or later is just as cool. Retail or transaction counters would be any-time drop-off points.


What might a high-level user journey look like? This explores one possible setting: waiting for a doctor's appointment.


1) CHECKING IN: CALL TO ACTION
As Jane checks in for her doctor's appointment, she's asked: "Mary is fighting cancer and needs a marrow donation to recover. Would you consider being tested to see if you're a match? We would just need to swab your cheek while you wait for your appointment."


Jane wants to help but has some reservations. She replies "What's involved?". She's given a page of information to read over while she waits for her appointment.


2) CONSIDER WHILE YOU WAIT
The page profiles Mary: her life, experience with cancer, and how someone like Jane could help her — or others like her — recover by simply registering.


The marrow donation process is outlined at a high level and its myths are cleared up.


3) SWAB AND REGISTER


Jane swabs her cheek with an attached Q-Tip… perhaps a lollipop / Q-Tip combo ala the Sweeten The Deal concept? After all, everyone hopes for a lollipop when they visit the doctor... :)


/open/how-might-we-increase-the-number-of-bone-marrow-donors-to-help-save-more-lives/concepting/sweeten-the-deal-the-swab-becomes-a-lollipop/



Jane hands off her sample when she's called for her appointment. That's it!





THE PSYCHOLOGY OF WAITING LINES


While I was researching this update I stumbled onto an an awesome Don Norman paper… It's called "The Psychology of Waiting Lines" and it's free:
http://j.mp/enm0Dj (Google Docs)


He explores eight design principles for creating a waiting experience that reduce uncertainty and enhance positive emotions. Two of the principles might be most useful for us:


The Wait Must Be Appropriate
In the original user journey, I explored using waiting time in a fast food service setting. While I had a blast playing with this idea, it likely isn't the most appropriate time for an ask - fast food is all about instant gratification. Considering registration requires a bit more time and a different perspective for empathy, learning, and reflection.




Keep People Occupied
Don writes "Parks operated by Disney are famous for how they handle lines, curving them around so that they are visually short."


Similarly, engaging people with inspirational stories about bone marrow patients — and how they can easily help — will make waiting times seem much faster.


That's one big win for any organization that participates. Some other wins are:


- People prefer to support and advocate for businesses that support social causes.
- Supporting social causes increases employee morale.

Which barrier(s) does your concept address?

  • Misunderstanding
  • Time
  • Feeling rushed

Which step(s) of the journey does your concept apply to?

  • Awareness
  • Registration
  • Spread the word

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DeletedUser

Great to see this made the shortlist - well done Jonathan. As to your question - where do we start? Well, where do people spend most of thier time waiting for service? I find a lot of my time is spent waiting on the phone. What if you had a hold or queue message that explained the donor process and offered the person on hold the opportunity to be tested? Otherwise in the physical world of waiting for service, you probably want to target places where people sit and wait rahter than stand and wait - how about at ball games before the game? You could use the jumbo screens to deliver the message.

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DeletedUser

Hey Cliff, thanks and love the idea to use phone queue waiting time to play a recording that explains the donor process. Really simple and powerful. We'd need to think through a few things -- the abrupt transition in the middle of a recording to a representative, the voice and authorship of the message -- but those are all think-throughable and this is a great start.

And focusing on sit down and wait time -- that's another great refinement.

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DeletedUser

Hey Cliff, thanks and love the idea to use phone queue waiting time to play a recording that explains the donor process. Really simple and powerful. We'd need to think through a few things -- the abrupt transition in the middle of a recording to a representative, the voice and authorship of the message -- but those are all think-throughable and this is a great start.

And focusing on sit down and wait time -- that's another great refinement.

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