Foundation 29

Based in Madrid, Spain, Foundation 29 is a non-profit organization striving to bridge the gap between medical technology and artificial intelligence to advance the diagnosis and treatment of rare diseases in children.

Role UX Designer · Accessibility SME

Partners Client · Content Strategist · Digital Strategist · Front-end Engineer

Deliverables User Profiles · Sitemap · Wireframes · Design System · High-fidelity

Tools Flowmapp · Axure · Sketch · UsableNet

Timeframe 3 months

Agency GeekHive

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The Problem

Parents of children with rare diseases are desperate to find a fast diagnosis. Still, they spend endless hours managing their child’s care, researching solutions, tracking medical records, and visiting doctor after doctor. Parents need a quicker way to learn about how they can get their children healthy.

For medical providers, rare diseases are often edge cases not yet encountered in their education or practice. Providers need access to medical research on rare diseases for a successful diagnosis to happen on a faster timetable.

Opportunity

  • Tell Foundation 29’s story and improve SEO with an improved content strategy and information architecture.
  • Optimize the site’s WordPress templates to improve website performance, organic traffic, and accessibility conformance.
  • Focus UX efforts on the online donation user journey to increase financial gifts.
"How do we make our website accessible and drive donations?"
Success Measurements
  • Increase organic site traffic from 10% to 30% in one year.
  • Achieve 80% of all donations made are online.

Process

Discovery

Stakeholder interviews, site analytics, and membership data helped us define and understand patients, clinicians, and donors as target personas. These user bases were primarily motivated to learn about F29’s technology, and donors were driven to contribute financially. Furthermore, I ran an accessibility scan to determine the current state’s level of conformance.

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Define

User Personas

Stakeholder interviews, site analytics, and membership data helped us define and understand patients, clinicians, and donors as target personas. These user bases were primarily motivated to learn about F29’s technology, and donors were driven to contribute financially. Furthermore, I ran an accessibility scan to determine the current state’s level of conformance.

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Ideate

Sitemap

A series of workshops contributed to forming a sitemap designed to elevate critical areas of interest based on the persona interests. In the end, we decided to prioritize content finding and donation as essential journeys in our scope.

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Branding

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UX Design

Wireframes illustrated a content strategy designed to optimize SEO and better tell Foundation 29’s story, showcase its technology, and elevate the call-to-action to donate.

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Visual Design

To evoke emotion and establish authenticity, I introduced stock images of doctors and patients. The design also addressed accessibility issues by increasing color contrast and font legibility.

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Testing

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Results

  • Online donations increased in part due to the prominent display of the donation call to action. A new donation platform and streamlined transaction process also made it easier for users to send electronic gifts.
  • Website accessibility conformance improved across content, design, and technology. The introduction of new content, larger images, and enhanced UI components attracted more target personas, increasing website traffic.
Lessons Learned
  • Users want to feel trust and security during their evaluation or consideration phase of engagement.
  • Determining what to say, who we need to say it to, and where we want to say it as the foundation of a content strategy is pivotal to the success of UX.
  • Accessibility is not just about design. It is highly dependent on engineering and content.
In Hindsight…
  • I would have waited for the final content before beginning the design process to ensure the layout accommodated the content strategy.
  • I’d push for more time to ensure the website was accessible across content, design, and code.
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