Children with Cancer UK
Children with Cancer UK take money three ways: donations, a shop, and a lottery and raffle. The main site has to work for a parent whose child was diagnosed last week, someone who plays the raffle every month, and a volunteer running an event.
Won on a competitive multi-agency pitch. Three brands on one platform, all feeding a single Salesforce record.
Year
2024-26
Scope
Main site, three audiences, one component kit
(_Overview)
A raffle player, a parent, a volunteer
Those three want opposite things from the same pages. The parent needs help and information quickly and is not there to give money. The raffle player wants the price, the prizes and the draw date. The volunteer wants event listings and materials. Design for one and you lose the other two. The work started with a discovery kit I built and ran: five activities, a competitor review, audience mapping and a prioritisation matrix, then interviews with parents whose children had been treated. Those interviews produced the decision the analytics would never have suggested. Parents arriving at diagnosis needed practical help this charity does not provide, so the support section links out to Anthony Nolan, Blood Cancer UK and others, each with their own logo. Giving away your own traffic is not what the dashboard recommends. It is what the interviews found. The main-site rebuild launched in August 2025 and remains unmeasured.
