Crafting digital experiences that captivate and inspire since the year 2K.
Cancer.org
The American Cancer Society is the leading cancer-fighting organization with a vision of ending cancer as we know it, for everyone. During my 6+ year tenure, I led and participated in numerous product enhancements and new features that increased revenue year over year ($32.2M 2021), increased traffic (7M to 10M users per month), and an increase in the average time users spent researching content. Even though the design of the site has shifted a bit, my imprint on the site still remains.
Role(s)
- UX/UI
- Strategy
- Art Direction
Year(s)
2015 - 2022
Replatformed and redesigned. The new and improved cancer.org is built for the future.
In 2017, Cancer.org, the main online property for the American Cancer Society, needed a fresh and modern look that could accommodate the new AEM (Adobe Experience Manager) content system platform. The site also needed to be responsive since the old site did not have this capability. The redesign allowed for content to be much more digestible on mobile devices as well as desktop.
Pre 2017 Redesign
2017 Redesign
Cancer.org gets fresh, with a much-needed homepage refresh.
Working closely with the CX (customer experience) team, we discovered that the homepage had missed opportunities to better serve users. The homepage refresh allowed the American Cancer Society to give cancer patients, caregivers, information seekers, and survivors a destination to truly understand the American Cancer Society's mission and its impact on society.
This refresh lifted donations year over year (32.2M 2021), increased user retention, and, ignited user interaction on content that was once cold.
Mobile first design.
With the changing landscape of technology, more people carry handheld devices. The American Cancer Society put the mobile experience first for its users. A human centered design approach was used to ensure the best user experience for customers as well as the best path to meet the needs of the organization.
Header evolution for a better user experience.
Through testing, analytics, user feedback and UX best practices, the header navigation of cancer.org evolved to become a component that exceeded business objectives. These improvements empowered cancer patients, caretakers, volunteers, and the public to donate, become a part of ACS (American Cancer Society) programs, and explore much needed information.
2017
2019
2021
Enhancements that boost revenue, conversions, and time spent on page.
During my time at ACS, I worked on a plethora of new page layouts and enhancements that helped boost revenue, conversions, and time spent on a page. The donation redesign boosted revenue by 275K monthly and increased the conversion rate by 34%. Before the redesign, abandonment of the donation page was high.
The skin cancer gallery redesign helped users easily find the information they needed. I designed an image filter system that allowed users to view skin imperfections that were non-cancerous, pre-cancerous or cancerous. The redesigned skin cancer gallery boosted the time users spent on the page interacting with content due to the new filter system.
Donate Pre-2021 Design
Donate 2021 Design
Skin Cancer Gallery: Pre 2021 Design
Skin Cancer Gallery: 2021 Design
Key Points & Takeaways
Increased revenue YoY - 32.2M in 2021, increase in traffic (7M to 10M users per month), donation redesign boosted revenue by 275K monthly and increased conversion rate by 40%.
