Project Overview

PanCAN has been providing valuable services to patients, families and caregivers impacted by pancreatic cancer. While we have assisted on improved UX/UI experiences across their entire site, we were asked to focus on their popular “Diet & Nutrition” area with the goal of improving engagement and patient services contacts.

We began with a deep dive into their current engagement KPI baseline metrics to determine the current performance and to build a plan for defining and measuring improvements and performance ongoing. This required data analysis in GA4, CrazyEgg and internal stakeholder survey. Coupled with market research and keyword analysis, we evaluated the current user journey markers and recommended improvements to ensure optimized outcomes for their core user segments.

All of this research led to a set of wireframes, mockups and prototypes which allowed each user segment to self-serve and/or engage with PanCAN core services more easily and succinctly. As a result, we saw a 22% reduction in bounce rate from all acquisition channels and improved clickthrough rates to key downstream content areas such as recipes, diet related treatment options and factors, and preventative nutrition information. Contacts with patient services from this area also improved by 5%.

Improved Content Organization

Our evaluation of the engagement metrics on the old page indicated that users were much more active with elements farther down the page in spite of the normal visibility fall off related to increase scroll depth. So, we allowed the users to guide our decisions using data points to prioritize content positioning based on clickthrough popularity.