The challenge
Create a compelling and immersive digital experience that conveys the profound impact of a brain cancer diagnosis. Thoughtfully present real stories to inspire awareness, support, and action, while ensuring the campaign film is easily accessible and seamlessly integrated into the user journey.
The approach
Reimagining the creative direction
To ensure the site was engaging yet respectful, I proposed shifting the original visual concept from a shadowy figure to a dynamic “particle” effect. The idea was to have particles swirl around the room and form the shape of a person sitting in a chair. This approach maintained a sense of presence without feeling eerie. To help visualise this, I used Midjourney to generate a 3D particle-based figure, which became a key reference for our 3D artist.
01
Storyboarding the experience
Instead of designing a traditional one-page layout, I developed the homepage as a storyboard, illustrating key moments in the user journey. This approach allowed me to communicate the core experience before final 3D assets were ready, ensuring alignment between design, development, and client expectations.
02
Refining the storytelling
The project began with a conventional one-page layout—hero image, quotes, CTAs, and an About section—but we soon shifted to a scrollytelling format, where animations and content unfold as the user scrolls. Midway through, we hit a usability snag: the original “locked” scroll effect made it unclear when to continue scrolling. I resolved this by switching to a free-scrolling model, where text and visuals moved naturally with user input, creating a more intuitive and fluid experience.
03
Enhancing video engagement
Since the campaign’s primary goal was to encourage video views and social sharing, I made a critical design change mid-project: adding an always-visible “Play Video” button. This button featured a micro-interaction that expanded into a marquee, drawing attention without being intrusive. This small addition significantly improved video engagement.
04
Prioritising accessibility
From the start, I focused on accessibility, ensuring that interactive elements were usable for all audiences. I worked closely with our developer to help optimise the site’s performance to accommodate users with slower devices or internet connections.
05
Iterating based on feedback
Throughout the project, I adapted the storyboard and UX flow based on technical constraints and client feedback, such as adding or removing sections and re-jigging how the animation played out. The final result was a refined, immersive experience that balanced visual storytelling with usability.
06
The Outcome
The Public Diagnosis received critical acclaim, winning multiple industry awards:
Good Design Awards 2024 – Best in Class
Awwwards – Site of the Day
Webby Awards 2024 – Nominee
Muzli Hero Feature
More importantly, the site successfully drove awareness and conversation around brain cancer with an influx of new visitors that (quite literally) overwhelmed the client’s web servers, achieving the campaign’s core mission.
Final Thoughts
Project information
Year
2024
Industry
Not For Profit
Services
Brand Identity
Creative Direction
UX Design
Storytelling
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