Action Cancer is Northern Ireland’s largest Cancer charity and has been a client of i3 Digital’s since 2008. It exists to save lives and support local people affected by cancer through detection, support, prevention and awareness. It provides four main services, namely Digital Breast Screening, Support & Therapeutic Services, M.O.T Health Checks, and Health Promotion Programmes. Action Cancer tendered for an enterprise-level CMS to meet their eveolving requirements – a responsive, ecommerce site with a modern look and feel that met all target audience needs.
The main objective of the website was to create a design that encouraged people to participate on the website with the organisation and to increase its donor numbers on an on-going basis. The old website was tired, outdated and some of the functionality that Action Cancer wished to achieve online was simply not available in their legacy CMS platform. Understanding their various audience groups and specific needs, and translating them onto the website were some of the challenges that we faced.
Action Cancer IT & Communications personnel partook in two User Experience/User Journey workshops to plan the Information Architecture. This was carried out by i3 Digital UX specialists. Integral to the success of the project was that the site met the needs of the vast majority of users who used their mobile device to access the website, so a mobile first approach was adopted to the design. Action Cancer was also keen to provide a custom Service Map showcasing their many charity stores, upcoming events, office locations and location of health services. It required seamless integration of their internal appointment booking system into the website, providing an effortless user experience for the visitor. Those visitors making donations can do so securely through the shopping cart ecommerce functionality, and register their details with Action Cancer, for payment processing through PayPal.
Since its launch, the site has encountered a 50% upsurge in new visitors visiting the site for the first time and a 40% increase in online donations. A marked increase of 36% has also been seen in products purchased through the online shop. The site is seeing a major rise in mobile visitors nearing 40% of all traffic with a lot of visitors booking appointments and finding out where their local shop is. Site visitors can now book, cancel or reschedule their appointment for Breast Screening, Health Checks or Support and Therapeutic Services (counseling or complementary therapy).