Cancer Research UK
July 2016 – March 2017
Cancer Research UK is one of the UK’s Top 5 charities. Its website attracts over 4 million unique visitors each month. About cancer is an online section with over 5,000 pages of information on cancer, treatments and side effects. It is a vital source of information for patient and their relatives.
Cancer Research UK recognised that this section needed a radical overhaul in both design and content. Barton Cartwright Communications provided strategic thought-leadership and quality assurance to the team of cancer specialists, nurses and medical writers to update, migrate, restructure and rewrite content.
Extensive user research provided clear evidence that it was crucial to make relevant content quick and easy to find. That required high quality search engine optimisation and content tagging. Patients and their relatives also told us that they were very focused on their own specific condition and treatments. They wanted to know what to expect during scans, for example, but not what the worst case scenario was.
We help to design a user interface that empowers visitors to self-select relevant content, by using accordion design elements. We developed a tone of voice that was knowledgeable, authoritative yet sympathetic without being unduly reassuring or even sentimental. Reliable cancer-related content people can trust. We used video with downloadable transcripts to visualise treatments, where appropriate.
Cancer Research UK is a good example of our mantra that great content helps everyone involved. As part of a highly motivated team, we delivered a user-centred online resource that was very well received in user acceptance testing and increased unique monthly visitor numbers. The newly rewritten section was also shortlisted for the prestigious Good Web Guide Awards 2017, in the Charity / Community Interest category.
Most importantly, it continues to provide vital, trusted information to cancer patients and their loved-ones at a very stressful period in their lives. We could not be more proud of working on this digital transformation project.
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