Red Cross Unveils New Website

Site Unifies Regional Efforts to Boost Blood Donations

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American Red Cross Biomedical Services officially unveiled its new website today, redcrossblood.org, designed to increase blood donations and create a better experience for users.

The site was created by BusinessOnLine, San Diego. Until now, the American Red Cross had more than 30 different blood region Web sites with different styles and content.

American Red Cross Biomedical Services is the single largest supplier of blood and blood products nationwide. It says its new site will enhance the voluntary blood donation process, supporting its mission to provide reliable and cost-effective blood services that are as safe as possible.

"Most people recognize the American Red Cross from their disaster relief site," says Thad Kahlow, CEO of BusinessOnLine . "The Biomedical side drives about 90% of their revenues."

One of the big challenges, Mr. Kahlow says, was creating a unified site with consistent branding while keeping the various regions involved and active. According to the Red Cross, the new site offers a consistent user experience for blood donors, volunteers and hospitals, while the back-end allows local regions to manage their information through a centralized content management system.

"The solution was centered around user-centered design—at the core, what are the needs, wants and desires of your users," Mr. Kahlow says.

"This is more than just a website—it's for the greater good, so we're in it for that," he adds. "We went really deep with this project. It feels good to have the opportunity to do that."

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