World Cancer Day

Problem & challenge

World Cancer Day is a yearly event to raise awareness and fundraising for Cancer Research across the globe.

User insights (interviews & surveys) from the previous campaigns identified that the user journey and offering was too confusing. Users were asked to buy a band, donate and fundraise. I was tasked with simplifying the user journey.

Approach & method

I ran a user journey mapping workshop to identify pain points from previous years website
Carried out comprehension testing on Usability Hub on proposed advertising creative (to help inform messaging and focus of site)
Simplified the journey to focus on one call to action
Carried out sketching and then prototyped new site design (including some UI elements like parallax scrolling)
Took prototype through usability testing

Testing

I undertook A/B testing using Optimizely during the campaign (following creation of a test plan with project team) - changing imagery, copy and calls to action to nudge and increase clicks to buy a band.