Stewards of Change Consulting partnered with the California Cancer Registry (CCR) to create a new brand identity and a modern, highly intuitive and multi-functional web presence. CCR is a comprehensive statewide cancer surveillance program and resource for the cancer community that collects information about almost all cancers diagnosed in California. CCR is recognized as one of the leading cancer registries in the world and has been the cornerstone of a substantial amount of research on cancer in the California population since 1988.
The redesigned site needed to serve multiple purposes, including to:
• Expedite the state’s transition to electronic cancer data reporting
• Provide an authoritative source of important, useful information
• Enable communication with a broad range of users
The SOCC team managed the entire project from concept, through research, design, building and testing. The work began with conducting market research and a full site audit of all existing CCR content. SOCC partnered closely with CCR to identify the site’s primary audiences and then used that information to conduct focus groups to identify users’ needs. SOCC also used the focus groups to test positioning statements and messaging, as well as creative branding elements such as logo designs and color palettes, which were developed out of joint meetings with SOCC and CCR leadership. The market research and creative branding work resulted in documentation and specifications that served as input into the creation of CCR’s new brand identity.
The team also used the insights gained from the focus groups to facilitate the creation of site maps, flow diagrams and wireframes – information that helped build the site architecture and determined how it would work from a practical perspective. SOCC also reviewed outside sources of content, and studied website analytics to generate useful metrics of visitor behavior and traffic. This information was summarized and translated into design requirements, criteria and specifications, which enabled the development and build of the new site.
After the site launched, SOCC conducted additional focus groups to assess its effectiveness in meeting user needs and opportunities for future enhancements. This information was recently shared with the CCR leadership team and we look forward to partnering with them to provide ongoing guidance and updates as needed.