Role: User Research Lead, Design and Prototyping | Team of 3 | Client: The Hospital of the University of Pennsylvania | Timeline: February 2017-May 2017 | Outcome: The project was carried forward by the hospital and the Gift of Life (OPO)
A set of short term and long term solutions that build trust between the black Muslim community of West Philadelphia and the Hospital of the University of Pennsylvania to help people make better decisions about organ donation.
The Challenge: How might we increase the rates of organ donation in the black Muslim community of West Philadelphia?
With a widening gap between the number of people that need organs and the number of people willing and able to donate them, the Hospital of the University of Pennsylvania (HUP) took the initiative to try and raise organ donation rates amongst the people it serves. The Hospital decided to focus most specifically on driving organ donation rates in the black Muslim community for two reasons:
This community had the lowest rates of donation of any other demographic, a fact that is true at HUP and reflects national trends
The hospital team believed that since this community was the hardest to approach about organ donation, learnings from efforts focused on this community could be broadly applied to other demographics and situations
Reframing the problem
These findings made us step back and re-evaluate the problem we had been given. The issues we saw essentially come down to a lack of trust between the community and the medical institutions that serve it. How do we address something as complicated and deeply emotional as trust?
We built out five design criteria based on our findings and insights and created a 3 tiered solution structure such that our ideation focused on generating solutions that had impact in the immediate future as well as long term. We rationalized that making a dent in the problem at hand, improving trust on the part of the black Muslim community, was a challenge that had to be addressed through more than one lens.