Macmillan Cancer Support

Raising the digital experience

Through a range of strategy, research and design interventions, we've helped Macmillan deliver their services efficiently since 2007.

  • 200% increase in users accessing financial advice

  • 50% reduction in mobile drop-offs

The challenge

Macmillan Cancer Support need to ensure users can find the information they need quickly and easily on whatever platform they choose to use.

The main objectives were to:

  • On an ongoing basis, ensure Macmillan makes the required website and mobile platform changes and measures the success of their investment
  • Identify the requirements and preferences of their audiences (digitally and non-digitally)
  • Create a new online strategy that improves the interaction, journey paths and conversions on the site, so more people are getting the help and advice they're seeking

Working with Webcredible has given us a clear visibility of who our site users are and what they want. We can now ensure that we and they get maximum value out of the Macmillan website.

Katie Smith

Head of Digital, Macmillan Cancer Support

Our approach

We've worked on numerous projects in collaboration with the teams at Macmillan since 2007. We've encouraged innovation by always engaging with both stakeholders and their audiences:

  1. As Macmillan have a huge number of visitors seeking different information and support, different user groups are researched individually. We've created personas and customer journeys for a wide variety of audiences.

  2. We've scrutinised the finer details of user journeys, from the homepage through to community areas and financial tools (amongst many others!).

  3. We've defined strategies and redesigned numerous areas of their digital presence (across website, mobile and tablet), always conducting usability testing to ensure the best possible user experience.

A rough research plan for a round of user testing

Impact & results

Macmillan Cancer Support saw strong results from the work we've done with them, including a 50% reduction in mobile homepage drop-offs.

Their website has also seen a substantial increase in traffic to important areas with an increase of more than 200% in people finding information on financial advice.

We continue to work with Macmillan Cancer Support to help them keep their digital presence useful, inspiring and effective.

  • User testing the Macmillan Cancer Support website
  • User testing the Macmillan Cancer Support website

Here are some more clients we work with

  • VocaLink

    User-centred redesign of VocaLink's website to create a seamless user experience across devices

  • NEST

    Rapid website redesign manages to make pensions clear and inspiring

  • Royal Horticultural Society

    User-centred design sees return visits increase by a massive 161%

  • Heathrow Express

    Multichannel service design ensures optimal customer experience

Like what you see?

How exciting, let's get started

Get in touch


+44 (0)20 7423 6320


133 Park Street
United Kingdom

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