An Interactive Discovery Process

for a Website Redesign


Campaign Objectives

The goal of the project was to conduct a thorough review in order to deliver key recommendations for the redesign and development of a new website. The recommendations informed an approach that was not only more reflective of the goals and objectives of the organisation and , but also highlights a clear understanding of the current integration limitations, as well as the resolution of issues associated with user experience (UX) and design. 

Project Goals

Specifically, the goals of the project included:

  1. Prototype testing
  2. New website redesign starting with an MVP that meets all required items.
  3. Support for future enhancements & online products.
  4. Future-proofing
  5. Meeting CMS requirements

WordPress, Salesforce, PayDock, Marketing Cloud, ReadSpeaker, Hotjar, Leafcutter Donation Plugin.


Leukaemia Foundation

What We Did

Strategy Workshop, UI/UX Design, Responsive Web Design, Google Analytics & Tag Manager Audit, Stakeholder Research, Competitive Analysis & Research.

About Leukaemia Foundation

The Leukaemia Foundation serves a valuable role in ensuring they are the trusted and credible voice for the community they serve, people living with blood cancer. As the only national charity dedicated to helping those with leukaemia, lymphoma, myeloma and related blood disorders, their role has evolved and increased in recent years. 

After a merging of the Leukaemia Foundation of Australia and the Leukaemia Foundation of Queensland in April 2018, the Leukaemia Foundation essentially became a new organisation, with  a new structure, new service offerings, and new goals. This also meant a greater need to revise and strengthen their digital activities, including their website, which had not had any significant updates since 2014. 

To better serve their stakeholders, they recognised that a new strategy was needed to redesign their website and serve the needs of their stakeholders more effectively.

The Challenge

For us to provide a  set of recommendations to the Leukaemia Foundation team,  to effectively guide the testing, design, development, and future state of a new website, the key challenges were: 

  1. They have not had a significant website update since 2014, and had just merged with another organisation. The two organisations are now one, with a new structure, offerings and goals, which need to be reflected within a new website.
  2. With a stakeholder-centric approach central to their service delivery model, they want to ensure the new website would serve the needs of their three primary stakeholder groups: people living with blood cancer, supporters and healthcare partners.
  3. Their overarching goal was the development of a website that is both scalable and future-proof as they want the ability to see results and have the ability to work on future website enhancements.

From the beginning of the project, the Leafcutter team showed a clear understanding of our business requirements and shared our desire to deliver a valuable, seamless website experience to all of our different stakeholders

Ally Tutkaluk, Digital Marketing SpecialistLeukaemia Foundation

What we did

To deliver our key recommendations, we looked at quantitative and qualitative data and involved an in-depth analysis of several key areas, including:

Website Accessibility

The Web Content Accessibility Guidelines (WCAG 2.0) are a technical standard developed under the Web Accessibility Initiative of the World Wide Web Consortium (W3C) to help make websites more accessible for people with disabilities, but also across a variety of devices. To ensure accessibility for all, we audited the existing website using an automated process, and identified key areas that should be reviewed more thoroughly through human analysis. 

All recommendations resulting from the audit were geared towards ensuring the new Leukaemia Foundation website’s wireframing, design and build would be compliant with WCAG 2.0, and thus accessible for every potential user. These ranged from recommending removal or revision of empty links and headings; using correct contrast colours; apply descriptive alternative text to images; to removal of all tab index and access key attributes on the site, as they can introduce keyboard accessibility issues and inconsistencies.


A brand is the overall experience of a customer that distinguishes an organisation or product from its rivals in the eyes of the customer. Brand plays a major part for any website or digital platform through recognition, loyalty, trust and inspiration. After conducting thorough user interviews with internal & external stakeholders, & a thorough analysis of the current website we made recommendations to the Leukemia Foundation team that later formed their tone of voice, UI style guide and brand guidelines, which can be brought across all their digital platforms.

User Research & Observation

Using a variety of tools and techniques, we gathered live data on real users of the current website, and were able to find out who, why and how users were interacting with the old website. This insight into the user experience was pivotal in providing informed recommendations.

An external stakeholder workshop was also undertaken, which involved interviewing each external stakeholder (i.e. carers, fundraisers, patients) to find out their personal circumstances and better understand how a new website could be used to provide them the support they’re after. Hotjar recordings, polls and incoming feedback, just to name a few,  were methods to observe how current users were using the website and the feedback they had. 

An internal stakeholder workshop  was also held to interview key internal stakeholders to find out challenges within their area of the organisation and how the new website could support them into the future.


Website analytics offer keen insight and data that can create a better user experience. Website analytics are important because they highlight the users behaviour, allowing for the measurement of what is and what isn’t working, which can confirm the results we have seen in the user research & observation phase of this project.

An extensive audit of Leukaemia Foundation’s existing Google Analytics Account was conducted, highlighting who and where their traffic was coming from, whether defined goals within the organisation were set up accurately in Analytics & identifying opportunities for other conversion metrics to be tracked.

Competitive Analysis

We conducted a detailed review of the Leukaemia Foundation website against a variety of competitors websites (both international and domestic organisations of a similar focus and size). Our approach, due to the size of the Leukaemia Foundation website and its competitors, was a systematic methodology which included a comparative view for specific elements of the website, like the header and footer, donations pages, content-specific pages, etc. 

In looking at competitors, Leukaemia Foundation’s website was ranked against those websites methodologically. This comparison across these key websites allowed for the team to make solid recommendations on the wireframes for their new website.

Wrapping Up

Continue reading next month for more information about how we analysed personas, conducted a content feasibility and functionality audit of the old website, a security vulnerability scan and analysed the website’s Information Architecture.