Advocacy Org Website Redesign
While NCCS took part in a website redesign in late 2007 that included migrating to a new, complex CMS, the website still did not sufficiently meet the needs of the organization, or its exponential growth. Web content was difficult to find; restrictive navigation made adding content tedious; and many of the features within the new CMS and CRM were not being utilized. Most importantly, the organization was struggling to continue its outreach to help those who need it most: cancer patients and survivors.
In order to better understand NCCS and its online needs, I analyzed the organization’s audiences and stakeholders and discovered that, despite creating programs and resources directed toward cancer patients and survivors, the most common engagement and distribution of its materials was through health care professionals. I also found that the majority of cancer patients and survivors underlined the importance of receiving cancer support information as it relates to the issues they are facing; help with insurance, how to pay for care, understanding side effects, etc.
It was clear a successful website hinged on displaying news, resources and programs as they relate to NCCS’s various audiences: user-driven navigation was essential.
Building on the foundation set by the audience analysis, I worked with all departments of NCCS to create an online environment embracing all of the organization’s audiences, prominently displaying core programs and resources throughout the navigation. Using interactive and social media, I promoted NCCS’s flagship audio self-help resource, The Cancer Survival Toolbox, throughout the site as a streaming or downloadable music file and as a key resource to be ordered for cancer patients. Other key features built into the website include:
- Member login system, including profile management and password-protected Web content
- Full e-commerce system with automatic payment and order processing, including autoresponder notifications
- News feed system, categorized for conditional display and linked to RSS feed subscriptions
- Transformation of all PDF-based publications into Web content/navigation