nick torday aquentforum 6 may 3
DESCRIPTION
Nick Torday, New Media Manager at Breast Cancer Care, presenting a case study on the planning, build and launch of breastcancercare.org.uk.TRANSCRIPT
Breast Cancer Care is here foranyone affected by breast cancer.
Nick TordayNew Media Manager
Audience
Patient
FamilyFriend
Nurse
Journalist
Donor
VolunteerEvent participant
Corporate partner
GP
Surgeon
Politician
StaffCelebrity
NHS
Charity
General public
Students
Policy maker
Patron
Trustee
Etc.
Patient
FamilyFriend
Nurse
Journalist
Information
VolunteerEvent participant
Corporate partner
GP
Surgeon
Politician
StaffCelebrity
NHS
Charity
General public
Students
Policy maker
Patron
Trustee
SupportTraining
DonateEvent
Job
Forum
Campaign
Shop
News
Join
Sponsor
Volunteer
Etc.
Patient
FamilyFriend
Nurse
Journalist
VolunteerEvent participant
Corporate partner
GP
Surgeon
Politician
StaffCelebrity
NHS
Charity
General public
Students
Policy maker
Patron
Trustee
SupportTrainingJobCampaignNewsSponsor
InformationDonateEventForumShopJoinVolunteer
in-house digital agency
http://flickr.com/photos/mdumlao98
strategyBertie
operationNick
multimediaElissa & James
communityAndrea, Anna ,
Janine, Michelle & Pauline
contractors
the three year plan
Monarchy
Democracy
Social model
50+ people responded to an online taxonomic card-sorting exercise
9 female users of the Breast Cancer Care website took part in facilitated card sort/interview sessions
Sheffield (Session 1) London (Session 2)
Aged between 27-53
All had been affected by primary cancer and had undergone some kind of treatment from hormone, radiotherapy to chemotherapy and surgery.
Who were our users?
navigation very difficult to follow
information buried and hard to find
homepage too cluttered
too focused on fundraising messages rather than help people diagnosed
People wanted tailored information to reflect where they were at on the ‘breast cancer journey’, rather than being overwhelmed with content
positive attitude towards the site and wanted to see it develop
interactive services picked out as the key areas for support,
should play a much more prominent role
• Technology is your saviour• Team• Internal buy-in• maintaining
Anne (Aged 45)
Situation: Has just been diagnosed with breast cancer, she must have a mastectomy
Needs: for her partner to support her and still love her, to know what her body will look like after surgery. Anne is devastated, she needs to find information that is credible, clear, unambiguous and supportive.
Fears: that her partner will find her unattractive, that she will not get the family support she needs, That she can’t be honest with her children about what she is going through
Katie (Aged 25)
Situation: Has just been diagnosed with breast cancer and must go through Chemo
Needs: to identify with other younger women who have been through this
Fears: Losing her hair, being seen as ugly and having to give up her photography career
Not being able to have children
Personas
Jill (aged 59)
Situation: Has grown up children and grandchildren, she has secondary breast cancer of the bone
Needs: To deal with the shock and anger of secondary diagnosis, to feel less alone and isolated, to know how to plan for the future
Fears: She won’t see her grandchildren grow up, worries that her partner will be lonely, anxious about sorting out her will
Sumita (aged 71)
Situation: Widowed, diagnosed with primary breast cancer has recently had surgery, will be having radiotherapy followed by hormone treatment
Needs: Children are grown up and supportive of her situation but she is frightened and wants support from someone who understands her circumstances and what it is like to have breast cancer
Fears: Being alone, not having support of a partner, sharing fear and concerns with her children, has always been quite well and active and fears the loss of this and how old it makes her feel
