Mothers’ Milk Bank at Austin saves babies’ lives by providing prescribed donor human milk. They needed a digital partner to help them create a custom app that excites new donors to join their cause.
MMBA’s main challenge was to increase awareness to grow their donated breast milk inventory. They were below their target goal and needed an interesting approach to introduce their cause to more people. Additionally, they’ve been limited to pre-screening all of their donor applicants over the phone. Because donating breast milk is a complicated process and has many requirements, saying no to a mom who wants to donate can leave a mother feeling rejected and defensive.
Through user testing, we found that instant gratification was a key concept for a questionnaire’s UX. Not only did people enjoy learning facts about breast milk, but sprinkling information throughout the experience maintained users’ attention. Fun facts also proved to be a chance to inform a donor about the reasons for certain requirements before they’re approved or denied.
We created an automated way to screen potential donors with a custom application designed for mobile browsing. Throughout the web app, there are #lactfacts that pop up with information on breast milk and the effects on premature babies. Through a carefully structured user flow, we created 5 different user outcomes, each leading users towards the next step. Depending on each outcome, users might be directed to donate milk, join a newsletter, or tell more moms about the lifesaving properties of donated breast milk.
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