Social and mobile interaction design to increase the loyalty rates of young blood donors

Foth, Marcus, Satchell, Christine, Seeburger, Jan, & Russell-Bennett, Rebekah (2013) Social and mobile interaction design to increase the loyalty rates of young blood donors. In Prinz, Wolfgang & Satchell, Christine (Eds.) Proceedings of the 6th Communities and Technologies Conference 2013, Munich Germany, ACM and the European Society for Socially Embedded Technologies (EUSSET), Munich, Germany, pp. 64-73.

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Abstract

Young adults represent the largest group of first time donors to the Australian Red Cross Blood Service, but they are also the least loyal group and often do not return after their first donation. At the same time, many young people use the internet and various forms of social media on a daily basis. Web and mobile based technological practices and communication patterns change the way that young people interact with one another, with their families, and communities. Combining these two points of departure, this study seeks to identify best practices of employing mobile apps and social media in order to enhance the loyalty rates of young blood donors. The findings reported in this paper are based on a qualitative approach presenting a nuanced understanding of the different factors that motivate young people to donate blood in the first place, as well as the obstacles or issues that prevent them from returning. The paper discusses work in progress with a view to inform the development of interactive prototypes trialling three categories of features: personal services (such as scheduling); social media (such as sharing the donation experience with friends to raise awareness); and data visualisations (such as local blood inventory levels). We discuss our translation of research findings into design implications.

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ID Code: 59928
Item Type: Conference Paper
Refereed: Yes
Additional URLs:
Keywords: Blood Donation, Social Media, Mobile Applications, Persuasive Technology, Interaction Design, Urban Informatics
DOI: 10.1145/2482991.2483007
ISBN: 9781450321044
Subjects: Australian and New Zealand Standard Research Classification > INFORMATION AND COMPUTING SCIENCES (080000) > INFORMATION SYSTEMS (080600) > Computer-Human Interaction (080602)
Australian and New Zealand Standard Research Classification > INFORMATION AND COMPUTING SCIENCES (080000) > LIBRARY AND INFORMATION STUDIES (080700) > Health Informatics (080702)
Australian and New Zealand Standard Research Classification > MEDICAL AND HEALTH SCIENCES (110000) > PUBLIC HEALTH AND HEALTH SERVICES (111700) > Health and Community Services (111708)
Australian and New Zealand Standard Research Classification > BUILT ENVIRONMENT AND DESIGN (120000) > DESIGN PRACTICE AND MANAGEMENT (120300) > Digital and Interaction Design (120304)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > COMMUNICATION AND MEDIA STUDIES (200100) > Communication Technology and Digital Media Studies (200102)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Design
Current > QUT Faculties and Divisions > Creative Industries Faculty
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2013 Please consult the authors.
Deposited On: 13 May 2013 02:06
Last Modified: 26 Jun 2016 10:35

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