The Aus Blood service site is live and conversion is through the roof! The key to success on this project was the completely reorganised information architecture. The research phase revealed that people visit the donateblood.com.au for 3 main reasons: 1) To learn about blood donation 2) To check their eligibility to become a donor 3) To organise a time and place to donate. The entire site was simplified to cater to these three objectives. The visual style was simplified to focus on one piece of information at a time; clear disemination of information.