Starting with a comprehensive discovery exercise to fully understand the motivations of people who use the website and the technical requirements for operational continuity, Central Station restructured, redesigned, and rebuilt the NZ Blood Service website focused on getting more people giving blood & plasma more often. Content was restructured, edited and formatted to address people at various stages of their journey, from becoming a first-time donor to being role models and influencers to their friends, family and colleagues. Featuring modular content templates, NZBS can ensure content remains visually engaging, consistently on-brand, and mobile-friendly. Key conversion steps such as the appointment booking system, eligibility quiz, and travel checker were thoughtfully considered to hide complex logic and appear deceptively simple to use. Built on the latest edition of SilverStripe framework for stability, security, and scalability, the new NZBS website integrates with centralised internal marketing databases and the NZBS mobile app. The whole team is proud to have been part of this project which used everyone’s expertise to achieve a great result for NZ Blood Service and blood donors around Aotearoa.