Here’s some background.
At one time, cancer.org was just an afterthought, a digital repository for offline materials. Its full potential, to provide relevant information to people in times of need, directly and efficiently, was highly underappreciated.
The entire platform couldn’t be overhauled, but there were ample opportunities for major improvements in user experience, content management, accessibility, and search optimization.
Tell me more, tell me more, tell me more.
From content consumption to donation flows to imagery selection, site analytics and user research helped inform the entire design refresh.
Combined with an extensive content audit, conducted in conjunction with the cancer research team, the structure of the site was built around the most efficient way of delivering information to the user (even the search bar is positioned front and center, asking “How can we help you?”).
You are not alone in this.
Usability was a priority, but ensuring that the site didn’t feel cold and sterile was also an imperative.
We knew that many users would arrive at the site in times of great fear and anxiety, so we wanted to incorporate imagery that would register as calming, relatable, and inspirational. Emotionally, users had to sense that ACS was a source for comfort, stability, understanding, and action.
Photos of real people affected by cancer were used for the hero shots, interior pages, and supporting content.
Let’s get to the point.
A more prominent visual hierarchy, using typography, imagery, and color blocking, was established to help guide the user’s eye across content in a streamlined way. Additionally, much of the copy was rewritten to be easier to understand and to foster “chunking,” so that information could be scanned and grasped quickly in smaller pieces.
Pictures are worth a thousand words, right?
We also created infographics that elevated content and made it more digestible, actionable, and shareable. We worked directly with the research team to create pieces that were rooted in scientific accuracy.