Breastcancer.org digital experience

Breastcancer.org, a leader for breast health & cancer education, knew there had to be a better way to get information and support to millions of people making life-changing decisions about breast cancer treatment. The isolation of COVID made digital health resources more important than ever before. Work & Co partnered with BCO to reinvigorate the brand and re-architect the site’s massive library of content and community hubs to become the ultimate guide for a woman’s care at every stage and for every type of breast cancer.

We conducted deep research with our clients and end users to uncover priority needs at each stage of the journey in order to develop an IA and content strategy. After discovering that site visits often happen in a moment of crisis, with an overwhelming number of people coming sideways through SEO, we focused the redesign on surfacing information in a way that is contextual and relevant to patients’ immediate goals. For instance, patients can tap on highlighted terms to dive deeper into that topic, and member stories are woven into article pages. Simultaneously, we conducted a complete technical audit and plan, helping BCO replatform away from an antiquated, custom CMS to a modern CMS using a headless approach.

The new Breastcancer.org responds to the needs of breast cancer patients and their loved ones, no matter where they are in their journey. It is fast, responsible, and accessible. It’s also future-forward, with a GraphQL API to support data needs and for gathering user insights in the pursuit of optimizing more personalized future experiences. The refreshed brand introduces illustrations and a gentle color palette that is simultaneously trustworthy and soothing. The new digital experience launched in March 2022.