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KATRA

Product Design | Design Research

Katra is a blood donation application created to streamline the process of finding blood donors during medical needs and emergencies. The project was developed for Creative Chaos’s corporate social responsibility program in 2023.

The MVP version of this application helps connect recipients with potential blood donors within their ten-mile radius. Finding a blood donor is a tedious process, especially in Pakistan. Blood banks often charge a hefty fee for blood, or people need help finding available blood donors. The concept of Katra was created to help people avoid making multiple posts on social media and to spread mass messages, especially during hours when a loved one urgently requires a blood donation.

Visual identity: Katra is an Urdu word whose literal translation is ‘a drop.’ The use of Katra in this application’s branding refers to a drop of blood. The purpose of keeping the product’s name in Urdu is derived from the stakeholder analysis and realising that a majority of our users might find it easier to remember the name of this platform if it were in their native language.

Overview of the Katra mobile application interface

Application's splash screens

Home page for guest viewers and people finding donors

Hamburger menu and the onboarding process for users who are registering as donors

Categories: Product design, user interface design, user experience design, UX strategy, CSR project

Collaborators: The project management, UX strategy, product design, back-end, front-end, devOps, and quality assurance teams at Creative Chaos

Softwares: Figma, Adobe Illustrator, Jira

Role: Product Designer, UI Designer

Credits: Creative Chaos Pakistan

Created by Marium Jamal for Creative Chaos, 2023. All intellectual property rights belong to Creative Chaos. Displayed here for portfolio purposes only.

The project was first initiated during the company’s internship program in 2022, where I was a part of the internship cohort as a UI designer. However, when I rejoined the company as a full-time product designer in 2023, we decided to restart the work on this application and to refine it further in order to launch it as the company’s corporate social responsibility project. While the MVP version of the app was simple, we aimed to further streamline the user journey of the application, particularly for those seeking blood donations. The purpose of this app was to ensure that people could find blood donors and donations easily in times of crisis. We wanted to bypass the onboarding steps and limit the number of clicks a user had to make before they could successfully connect with a potential donor. Through multiple iterations of the app flow and user testing, we were able to successfully achieve this goal.

User journey and app flow: Discovery and onboarding

User journey and app flow: Home page

User journey and app flow: Hamburger menu which is accessed from the home screen page

"The branding of this application was kept minimal. We worked around two colours: red, which signified blood, and purple, which signified plasma. During the design process, my primary goal was to avoid using blues, greens, and bright reds. All other blood donation apps I researched used these colours, and I associated them with hospitals and the general fear associated with them. My motive for the branding was to ensure that the application was not intimidating and remained user-friendly, despite its scope."

Style guide for Katra's application

Designed by Marium Jamal for Creative Chaos, 2023. All intellectual property rights belong to Creative Chaos. Displayed here for portfolio purposes only.