Victorian Cancer Biobank

Victorian Cancer Biobank

One of the largest multi-centre collection facilities of its kind in the world, collecting tissue and blood from donors at 27 public and private hospitals in metropolitan Melbourne.

OPPORTUNITYRe-brand Project
INDUSTRYPhotography, Interiors
CLIENTVictorian Cancer Biobank
DATE2017
FOCUSCreate a new engaging website that is easy to use, fit for purpose, responsive and featuring a contemporary layout using new visual content

The Brief

The Victorian Cancer Biobank (VCB) is an open-access, not-for-profit tissue resource established by the Victorian Government, Australia. The VCB was looking for website easy to manage and easy to use for researchers. The new website needed to be user friendly, easy to navigate and fit for purpose. VCB needed to be found easily and SEO optimised, combining content from multiple old websites and linking to search portals for researchers and universities. There was a time pressure of only a few months to build and create launch the new website.

Key Challenges

  • Limited time
  • Limited resources
  • They were thought to be part of the Cancer Council, whereas they are an independent organisation
  • Poor experience dealing with website developers

Objectives

  • Positioning Victoria Biobank as great business to deal with
  • Easy to navigate functionality for universities, researchers and medical community
  • Fresh and inviting, modern and contemporary design

Approach

In order to deliver on the client’s goals, Digital White Space took an approach of creating a brand story to support the engagement with the target market and then brought this to life across a variety of powerful channels and methods. Creating an easy to navigate and easy to manage and maintain a website that provided a clear OVP (Online Value Proposition)

Solution

  • Crafted a fit for purpose and SEO friendly WordPress Website complete with News blog (re-purposed articles into blog content)
  • User tested new content structure and researched key content areas
  • Re-arranged content inline with users requirements, easily directing researchers within only two clicks to tissue sample research database
  • Incorporated social media and contact areas easy to navigate
  • Developed a user-friendly and intuitive for ongoing management
  • Implemented Google Analytics and heat mapping tools to observe user behaviour and top performing pages
  • From a brand perspective, we utalised vibrant graphical images, colours to enhance the appearance with creative backgrounds and relevant images on the hero slider
  • Developed key messaging for better user engagement.
  • Converted instruction text into graphics and the use of collapsible menus and lists to highlight important content on home page
  • Supported recruitment by creating a dedicated careers page with key content relating to the different opportunities within the organisation
  • Ability to easily update blog content and connect to Social Media (Linkedin)
  • Use of smart image grids throughout the website to maintain a visual look and feel

Results

We have been receiving fantastic feedback from everyone that uses the new website, Thanks again! We absolutely LOVE the website!

– Brooke Backman, Senior Operations and Quality Manager, Victorian Cancer Biobank

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