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:

  1. This community had the lowest rates of donation of any other demographic, a fact that is true at HUP and reflects national trends

  2. 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


User Interviews

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Insights

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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.

Design Critera

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Solution Structure

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Solutions

   The family packet is meant to make families feel welcome and to empower them to both find information and have more control over their fate. The packet is handed to families with family members that have been checked into the hospital for anywhere from one night to more extended stays. This packet includes a questionnaire where the families can fill out information about themselves and see information about the staff and doctors as well. The information families include in the packet is used by the care team to pair the family with an appropriate liaison who acts as a close guide to the family throughout their stay at the hospital. The liaison takes charge of helping the family understand their loved one’s care and navigating questions about organ donation should the need arise.

The family packet is meant to make families feel welcome and to empower them to both find information and have more control over their fate. The packet is handed to families with family members that have been checked into the hospital for anywhere from one night to more extended stays. This packet includes a questionnaire where the families can fill out information about themselves and see information about the staff and doctors as well. The information families include in the packet is used by the care team to pair the family with an appropriate liaison who acts as a close guide to the family throughout their stay at the hospital. The liaison takes charge of helping the family understand their loved one’s care and navigating questions about organ donation should the need arise.

 This tool allows families to put faces to names when hearing about donation stories from Gift of Life. It maximizes the emotional impact by visualizing the larger network of people who are helped through the act of donation. The visual stresses just how many people can be helped by one donor. It also puts the power back in to the hands of the family as they are able to freely navigate the network and read the stories they want. Families of the donors and the organ recipients in the network will opt in to being included, having their picture, and if they want, a way for the family in question to contact them and talk about their decision. Connecting families with this tool is a key part in helping interactions that might change the minds of a family on the fence.

This tool allows families to put faces to names when hearing about donation stories from Gift of Life. It maximizes the emotional impact by visualizing the larger network of people who are helped through the act of donation. The visual stresses just how many people can be helped by one donor. It also puts the power back in to the hands of the family as they are able to freely navigate the network and read the stories they want. Families of the donors and the organ recipients in the network will opt in to being included, having their picture, and if they want, a way for the family in question to contact them and talk about their decision. Connecting families with this tool is a key part in helping interactions that might change the minds of a family on the fence.

   Follow your heart is an educational tool aimed at addressing some of the misconceptions about organ donation and helping people fully understand the implications for themselves and others. Follow your heart is a graphic game that is easily distributed on social media so as to target the younger audience. The game takes the player through a series of questions and leads them to the correct answer through dynamic game play. This tool is is well suited to helping younger people understand the process of organ donation so that when it comes time to make a decision for themselves or others they are ready to do so.

Follow your heart is an educational tool aimed at addressing some of the misconceptions about organ donation and helping people fully understand the implications for themselves and others. Follow your heart is a graphic game that is easily distributed on social media so as to target the younger audience. The game takes the player through a series of questions and leads them to the correct answer through dynamic game play. This tool is is well suited to helping younger people understand the process of organ donation so that when it comes time to make a decision for themselves or others they are ready to do so.

 The goal of community discussions is to create a bridge of understanding between the community in West Philadelphia and HUP. The community gets to guide the conversation, choose the topic and invite HUP staff to participate and introduce themselves as guests of the community. The idea is that these conversations will not only humanize HUP and their doctors, it will also answer some of the questions the community has and vice versa. As one of the mosque community thought leaders suggested, these conversations can blossom into pop up health clinics that are funded and run by HUP but staffed by volunteers from West Philadelphia, creating an atmosphere where both communities work side by side.

The goal of community discussions is to create a bridge of understanding between the community in West Philadelphia and HUP. The community gets to guide the conversation, choose the topic and invite HUP staff to participate and introduce themselves as guests of the community. The idea is that these conversations will not only humanize HUP and their doctors, it will also answer some of the questions the community has and vice versa. As one of the mosque community thought leaders suggested, these conversations can blossom into pop up health clinics that are funded and run by HUP but staffed by volunteers from West Philadelphia, creating an atmosphere where both communities work side by side.