Digital transformation that strengthened donor engagement, improved operations, and supported life-saving outcomes.
CSL Plasma
The Challenge
A leading producer of plasma-based therapeutics, CSL Plasma needed to increase plasma collection and donor participation during the height of COVID-19. Their existing mobile app showed early promise, but it lacked the clarity, engagement, and scalability needed to connect donors to the business and differentiate CSL in a competitive market.
To move forward, CSL Plasma needed a unified digital vision that could improve donor experience, drive measurable business outcomes, and support long-term transformation.
The Outcome
A reimagined, donor-centered mobile experience supported by a new design system and product vision. The work led to increased active users, improved app ratings, and more consistent traffic into plasma donation centers. Beyond immediate results, the engagement catalyzed a broader wave of digital transformation initiatives that reshaped how CSL Plasma engages donors and builds long-term relationships.
My Role
As Creative Director on this multi-faceted, multi-million-dollar engagement, I led both the strategic and delivery aspects of the work. This included building executive partnerships, aligning cross-functional stakeholders, expanding the engagement through additional SOWs, and guiding the experience vision from concept through launch.
I led the Experience Design team through continuous, iterative delivery across mobile and web, evolving CSL Plasma’s donor experience beyond the app into a scalable digital ecosystem. In parallel, I supported CSL Plasma’s transition from a non-Agile organization to an Agile delivery model, serving as a Scrum and Agile coach while working closely with internal teams and third-party vendors. I helped establish new ways of working that enabled faster iteration, clearer ownership, and sustained delivery before transitioning the work to CSL’s internal design team.
A personalized home experience that clearly surfaces eligibility, rewards, and next steps—helping donors plan their next visit with confidence.
Selling the Vision
Before features could be prioritized or teams could scale, CSL Plasma needed alignment around a clear digital vision.
We reframed the mobile experience from a transactional scheduling tool into a donor-first platform focused on trust, education, motivation, and long-term engagement. This shared vision helped stakeholders see how digital touchpoints could do more than manage appointments. They could reassure donors, reduce uncertainty, and build lasting relationships.
This vision became the foundation for execution and continued investment in digital capabilities.
A future-state mobile experience that reframed CSL Plasma’s app as a donor-first platform, not just a scheduling tool.
Designing for Donors Under Real Constraints
Donors arrive with real concerns. Safety, eligibility, time commitment, and trust all influence whether someone returns.
Research showed that uncertainty around adverse events, health eligibility, and recovery timelines often created anxiety and drop-off. We designed the experience to proactively address these moments with clarity and reassurance rather than reactive messaging.
Educational content designed to reduce anxiety and set clear expectations before and after donation.
Clear, empathetic explanations that help donors understand eligibility and recovery without medical jargon.
Driving Motivation Through Transparency and Rewards
To encourage repeat donations, we redesigned how rewards, bonuses, and progress were communicated. Instead of abstract systems, donors could clearly see how actions translated into tangible benefits.
This transparency reinforced trust and motivation while reducing confusion.
A rewards experience that makes progress, incentives, and eligibility easy to understand and motivating.
From One Product to a Scalable System
As the experience matured, it became clear CSL Plasma needed more than screens. They needed a system that could scale across products, teams, and channels.
We delivered a unified design system that aligned visual language, interaction patterns, accessibility standards, and brand expression across mobile and web. The system enabled faster iteration, consistency at scale, and smoother collaboration between internal teams and partners.
A scalable design system that unified mobile, web, brand, and operational experiences while enabling faster delivery.
A library of over 100 custom-built illustrations was designed exclusively for CSL Plasma.
Designing for Outcomes, Not Just Interfaces
Throughout the engagement, work was prioritized against clearly defined business and experience goals. This ensured that design decisions supported measurable outcomes rather than subjective preference.
Measured Outcomes
Increased active mobile users during a period of reduced in-person interaction
Improved app ratings, reflecting stronger donor confidence and satisfaction
More consistent traffic to donation centers driven by clearer scheduling and incentives
Reduced donor uncertainty through proactive education and self-service content
Improved operational efficiency through clearer communication and fewer support dependencies
The Impact
1. Increased donor engagement and retention
Double-digit growth in active mobile users and improved app ratings reflected a stronger, more trusted donor experience.
2. Reduced friction and uncertainty Proactive education around eligibility and adverse events reduced donor anxiety and support inquiries.
3. Improved operational efficiency Clear scheduling, rewards transparency, and self-service content helped reduce in-center questions and manual follow-up.
4. More consistent donation behavior Transparent incentives and progress tracking encouraged repeat visits and sustained participation.
5. A scalable digital foundation A unified design system enabled faster iteration and consistent experiences across mobile, web, and future initiatives.
How I Led The Work
Vision setting
Defined and led a donor-centered digital vision that aligned stakeholders during a period of uncertainty and growth.
Human-centered design
Designed empathetic, accessible experiences in a regulated healthcare environment.
Systems thinking
Established a scalable design system spanning mobile, web, brand, and operations.
Cross-functional influence
Aligned product, marketing, operations, engineering, and partners around a shared strategy.
Agile leadership
Guided teams through iterative delivery while coaching stakeholders and vendors.
Design as a business driver
Positioned experience design as a lever for engagement, efficiency, and measurable outcomes.
Organizational transformation
Guided a non-Agile healthcare organization through the adoption of Agile delivery practices, enabling faster iteration, clearer ownership, and cross-functional collaboration.
Conclusion
This engagement transformed CSL Plasma’s digital experience at a pivotal moment for the organization and the communities it serves. By grounding the work in empathy, aligning stakeholders around a clear vision, and delivering a scalable system, we helped CSL Plasma move faster, connect more deeply with donors, and build a foundation for continued innovation.
The result was not just a better app, but a resilient digital ecosystem that supports both business growth and life-saving outcomes.