Cancer Research UK Shop redesign and replatform

As the Senior UX Designer at CRUK, I worked across Fundraising and Trading products and early in my role at CRUK led the redesign of Cancer Research UK’s online shop as part of a platform migration, focusing on improving the usability, information architecture and accessibility which would ultimately lead to more sales for Cancer Research and more money towards lifesaving research.

CORE INFORMATION ARCHITECTURE

One of the key problems I observed with the old CRUK website was a lack of clear information architecture based on user needs. Detailed tree testing, user testing and e-commerce expertise gave me a clear direction to redesign the IA to be more user led, appeasing stakeholder concerns through data and evidence.

COMBINING SUB BRANDS

Previously CRUK had three separate shops and needed to combine them into one, which involved considering different branding and making sure each one was still easily findable and could standalone as a link to other pages on the site.

ADAPTING DESIGN SYSTEM TO SHOPIFY

Whilst our main site was built using a headless CMS and react.JS, Shopify was its own CMS so each element of the Design System had to be translated to the Shopify CMS to ensure brand alignment.

ADAPTING TO CHALLENGES

Dealing with pushback against further research and testing. Because Shopify was such an established platform we received pushback against user testing and it was my job to convince stakeholders that our unique content and journey offering needed testing to ensure iteration met user needs, not just QA dev needs.