LCRF Case Study

Lung Cancer Research Foundation. Living. Breathing. Science.

LCRF site on laptop screen

The Lung Cancer Research Foundation (LCRF) is on a mission to improve lung cancer outcomes by funding research for the prevention, diagnosis, treatment, and cure of lung cancer. As an organization on the cutting-edge of research, they needed a modern website that would allow users to easily navigate their resources. Additionally, they wanted to feature stories of survivors to bring hope to an often devastating subject. Through our strategic design process and attention to detail, we gave them a site that is impressive in both design and performance.

A Modern Approach

Fact Forward

Many believe that lung cancer is not as common as other types of cancer, which creates a greater need for awareness. Other stereotypes LCRF actively works to combat is that lung cancer is a “smoker’s disease” and that men are at higher risk than women. By highlighting key statistics and promoting the diverse stories of survivors, LCRF's website conveys the need for their work. To date, LCRF has funded 383 research grants, totaling nearly $36 million.

Clear Navigation

LCRF's old site made it difficult for users to find the information they needed quickly. We know that when information isn't accessible it leads to higher bounce rates and therefore lower conversions. With that in mind, we created a navigation that felt intuitive for the user. In addition to the main navigation, we created the tiles below to target key audience segments with the specific information they need.  

Easy to Manage

LCRF had several pain points with their old site. They needed something that was easy to manage and update. Like many non-profits, LCRF uses Blackbaud for fundraising campaigns and relies on this system to work in tandem with their site to generate and measure results. Our developers created a seamless experience with Blackbaud to make fundraising more manageable and successful. 

Often times hard to manage websites are viewed as a necessary evil rather than an asset. Once their systems were well-integrated and their CMS optimized, the site was seen as a major marketing win.


Intentional Details

We often use animation to grab the user's attention or direct their user journey. On the home screen, LCRF’s cause is brought to life, and users are connected to their cause through text that is animated in a breathing rhythm. The use of a background video was also intentional to quickly convey the work of LCRF. LCRF has swapped this video out several times since the site has launched to keep the site fresh or communicate seasonally-focused initiatives. 

“The best part of this project is that the results of our ongoing partnership with LCRF go well beyond website clicks and views. More research is funded and produced. Information is shared and myths about lung cancer are dispelled. The results are truly lifesaving.”

- Megan Jones, Client Success Manager

Headshot of Megan Jones, Client Success Manager