Agile UX to increase user engagement with Marie Curie

What our client wanted

  • Agile UX to drive the website redesign
  • Improved Marie Curie support to people affected by terminal illness and their loved ones much earlier in their journey by designing a new digital information and support service
  • Appealing to a more diverse audience, leading to an increased number of people benefitting from Marie Curie services and supporting the charity
  • A user-centric information architecture and structure for a newly designed website
Top image shows the stakeholders workshop to create skeleton personas and below is an image of the affinity map of post-it notes taken during the workshop.
We worked with key stakeholders at Marie Curie to create skeleton personas

What we delivered

  • We involved stakeholders throughout the up-front research phase, including co-creation workshops and frequent feedback sessions
  • We delivered a set of beautiful, diverse and user-centred personas based on ethnographic research with medical staff, hospice supporters and depth interviews with people affected by terminal illness, volunteers, carers and supporters
  • We developed mental models of key personas to enable us to plan content for the site and to uncover missing content that needed to be developed to support the new service
  • We reviewed the personas to uncover the thoughts, emotions, pain points and expectations and translated these into an experience map. This gave invaluable insight into support opportunities across touch points and care service providers
  • Worked within Agile development sprints (10 sprints each lasting 2 weeks and consisting of defining the brief, sketching concepts, wireframing and testing with real users)
  • We carried out Agile user testing across seven UK locations including, Bristol, Edinburgh, Exeter, Inverness, London, Newcastle, Oxford, Sheffield and Swansea
This is a group of images that shows the evolution of the donation page. The first is an image of their original page. Right of that is the sketch wireframes on a piece of paper. Bottom left is the low fidelity wireframes and the bottom right is the final product.
The evolution of Marie Curie’s donation page – from the original design to paper prototypes, to wireframes and the final design

Working at a fast pace, Bunnyfoot delivered high-quality UX insights and wireframes to fit into our agile development process. The Marie Curie team were incredibly pleased with the quality, timeliness and content of everything they produced.

Natalie Coley
Project Manager, Marie Curie

The results

Bunnyfoot’s mental models and personas were key to understanding people’s information and emotional needs, which helped shape the new website and the new online and phone support service. Our Agile UX and design work helped ensure that the site structure and menus worked well and site content was based on users’ needs. Working iteratively we also made sure that key customer journeys, such as donate, were not just usable but also persuasive.

  • 20% increase in traffic to the site
  • 75% increase in returning visitors

The site was developed following extensive user research, and features a new, streamlined navigation that reflects the way people choose to access information, as well as more intuitive functions that enable users to quickly access the right data. We’ve already seen a number of encouraging results including increased dwell times and engagement levels, as well as improved mobile conversions on key funnels.

Clare Hazel
Head of Digital, Marie Curie

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