Giving Direction to a Movement

Building a strategy to help an inspiring organization accomplish an ambitious goal.

Client: Prostate Cancer Foundation

Role: UX Lead

Deliverables: Market research and analysis, internal and external audience interviews and analysis, personas, user journeys, audience model, heuristic website audit and feature recommendations

Project Time Frame: April through July, 2016

background

The Prostate Cancer Foundation was founded in 1993 on the promise that there was a better method of funding innovative research and producing a real cure for prostate cancer. Years later, the foundation has delivered a revolutionizing research funding model, established themselves as leaders in the research space, and made a real impact on the outcomes of prostate cancer patients. However, the foundation lacked a wide diversified source of revenue and a public-facing digital presence that offered patience the tools they need to make the best care decisions. With future funding in questions and an unclear value to patients, the foundation was ready to make a change.

solution

More insight was needed to make an informed recommendation that would propel the strategy in the best direction for PCF. A comprehensive research and strategy development phase produced a detailed set of recommendations for the PCF digital presence that entailed two websites: a redesigned PCF.org that would include a streamlined information architecture and more robust content tailored to patients and caregivers and new digital property that would drive grassroots fundraising.

To bridge the gap between research insights and a robust feature set, I developed personas and user journeys that highlighted how who would play major roles in this new system, but how they would interact with it. Below, I've included personas for key user groups as well as a user journey for a newly diagnosed patient.