Prostate Cancer Foundation
Overview
In 1993, Prostate Cancer Foundation was established on the promise that there was a better method of funding innovative research and producing a real cure for prostate cancer. In time, the foundation revolutionized the research funding model, established themselves as leaders in the research space, and made a real impact on the outcomes of prostate cancer patients.
We redesigned their digital presence in order to demonstrate the tangible ways in which the foundation is curing prostate cancer.
PROJECT
Website Redesign
MY ROLE
Discovery, strategy UX ideation, website UI, front-end style guide, and front-end QA
TEAM
Senior Designer (myself)
UX Designer
Creative Director
Copywriter
Front-end Developer
Project Manager
Problem
The foundation lacked a wide diversified source of revenue and a public-facing digital presence that offered patients the tools they needed to make the best care decisions.
Through a comprehensive research and strategy phase, we recommended that PCF improve their digital presence through two websites: a redesigned PCF.org that would include a streamlined information architecture and more robust content tailored to patients and caregivers and a new digital property that would drive grassroots fundraising (which was later dubbed Many vs Cancer).
In our discovery phase, we determined that the current site was outdated and densely packed with information that lacked organization, which made it difficult to navigate. The site needed to match the identity redesign, restructuring of content and a new backend for effortless updating.
User Interface Design
In developing the UI, I was inspired by the visual components from the new brand identity. The logo’s double helix evoked strong angles, which formed connections much like making discoveries in scientific research. As a result, there was strong presence of angular patterns and graphic elements throughout much of PCF’s digital identity.
I leveraged the existing colors and typography to make the site experience a polished, reliable source of information. I chose photography that was scientific but positive in tone to inspire patients, families and donors.
Here is a portion of the UI style guide which shows many of elements that were explored and eventually made it into the final design comps.
A Solution to Target Content
The site needed to not only encourage, but provide tools to patients, caregivers and donors. The pages were built on a component structure with the ability to turn them on or off in the backend, allowing flexibility in providing targeted content for specific audiences. For example, on our Understand Prostate Cancer page, we built out tailored content to help guide a recently diagnosed patient.
Our targeted approach looked a little like this:
Provide clear prostate cancer research findings in a format that he can understand
Show content and tools to his specific diagnosis and treatment choices
Offer actionable resources such as patient checklists and questions to ask his treatment teams
Give him ways to donate and show how his gift can make an impact
Impact and Next Steps
The redesigned site created authentic avenues to connect patients, caregivers and scientists with tools they needed to learn about the latest news and research in order to ultimately eradicate deaths from prostate cancer.
Our next step in our strategy was to get to work creating a new digital property that drives grassroots fundraising: Many vs Cancer.
SEE MORE WORK