A GAME FOR GOOD BENEFITING THE AMERICAN RED CROSS
Life is largely dependent on the cards you are dealt. For your patients, it’s a game of life and death.
RESEARCH, BRAND INNOVATION, STRATEGY, VISUAL DESIGN, GAME DESIGN, PRODUCT DESIGN
PROBLEM
The Covid-19 pandemic has left blood supplies dangerously low—blood banks around the country need people to turn out to donate in full force.
Between March and June of 2020, the American Red Cross canceled 37,000 blood drives due to the Coronavirus Pandemic. Most blood centers only have 1 to 2 days worth of blood supplies.
OPPORTUNITY
The American Red Cross has the potential to gain more blood donors by making a daunting or seemingly scary activity like donating blood fun and educational.
Many people don’t know their blood type—only 66% of Americans said they knew their blood type in a 2019 survey done by CBS News.
A person’s blood type is critical information needed in case of an emergency—It can be a situation of life and death. Typically, blood types are only compatible with just a few others.
DID YOU KNOW THAT BLOOD TYPE 0- IS KNOWN AS THE UNIVERSAL DONOR?
SOLUTION
A competitive game that helps people understand the importance of donating blood by educating them on blood types and the situations that require blood transfusions.
While playing Transfusion and saving lives, people can understand how the needs and desires of others can influence their own behavior. We can create a meaningful change in behavior through gameplay so people will be more likely to donate blood.
HOW TO PLAY
THE RULES ARE STRAIGHTFORWARD
ACTION CARDS
INFUSING HEALTHY COMPETITION
THE SETUP
SIMPLE LAYOUT FOR EVERY GAME
GAME PLAY
BEST TO BE A STRATEGIC PLAYER
WINNING
LOCK-IN A WIN BY TRANSFUSING
ITERATIVE DESIGN PROCESS
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USER TESTING
Three rounds of user testing were performed while designing Transfusion. Each round user feedback and pain-points were taken into consideration to refine gameplay.
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The gameplay was leveled up from test 1 to test 2.
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Test 3 made sure our game design adjusted for user paint-points from test 2.
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Adjusted amount of blood needed for patients from 1-5 to 1-3 blood cards.
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Changed the number of people each player is dealt.
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Added more action cards based on user feedback (what could be fun) added an extra element of sabotage.
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Increased the number of transfusion cards; Must transfuse all patients to win.
USER VALIDATION
"I don't know my blood types, but after this game, I want to find out my blood type!"
—Katie B.
10/10
users would play again
"I didn't know anything about blood types until I played this game, I learned so much!"
—Camden D.
10/10
users would buy the game
"This game empowered me to go donate blood very soon!"
—Amanda T.
INTENTIONAL DESIGN DECISIONS
The frequency of blood types and amounts of each type of blood card simulates the ratios that exist in the world.
It was important for the details of the game to be accurate, so players are educated with factual information based on science.
The illustration style of the people and blood is abstracted in order to limit visceral reactions to the game—it feels fun and slightly removed from reality.