Ottawa Cancer Foundation
The Ottawa Cancer Foundation provides direct support to people living with cancer, offering programs, services, and care that extend beyond the clinical system.
Scope
Brand Strategy UX Strategy Information Architecture Content Strategy Copywriting Visual Design Website Design & Development Accessibility Compliance (WCAG 2.1 AA) Bilingual Implementation
Shifting a broken brand perception for multiple audiences within one easy-to-use platform.
The Ask
The Foundation’s existing website no longer reflected its true work. People perceived it mainly as focused on research and fundraising, while its main impact was supportive care: programs, services, and real help for patients and families. The challenge was to shift perceptions and serve multiple audiences simultaneously. These included individuals facing cancer, caregivers needing support, and donors seeking impact.
The Insight
When someone visits a cancer support website, they’re not browsing casually. They are overwhelmed, emotional, and may be in urgent need. Clarity isn’t just good UX; it’s a form of care. If the site guides people quickly, calmly, and confidently, it won’t just perform better; it will also be more engaging. It will serve better.
The Answer
We refreshed the brand and redesigned the website, prioritizing clarity, empathy, and easy navigation at every step. We began by aligning stakeholders and defining audiences in order to restructure the information architecture around clear user pathways: care seekers, donors, and community participants. We rewrote content in plain language helping users quickly understand what’s available and what to do next. Services, events, and donation pathways were unified into a single, cohesive system. From a design perspective, we created a warm, accessible visual system on a bilingual WordPress build. The platform uses modular templates for programs, storytelling, and events. This lets the internal team scale and evolve the site over time without losing consistency. Accessibility was foundational. Mobile-first design ensures the experience works for all users, in any context.
The Impact
The redesigned platform brings more clarity and alignment to the Foundation’s digital presence. It now better shows its role as a provider of supportive cancer care. Services like patient programs, caregiver support, and navigation are easier to understand and access. Clearer pathways help visitors find what they need. Support and giving appear throughout the site, with clearer stories and more visible ways to contribute. The result is a more accessible, intuitive platform. It aligns the Foundation’s mission with how people seek care and choose to give, and it's impact is now easier to understand and simpler to engage with.
