Myeloma UK improves UX through audience insight

Myeloma UK has a wide range of audiences, including patients, carers and healthcare professionals, all with different and often complex needs.

Over time, the website had grown significantly, with large volumes of content, evolving navigation and a CMS that no longer met requirements.

With a website redevelopment planned, the charity needed to ensure the new site would be user-focused, grounded in a clear understanding of audience needs and online behaviour.

To provide Myeloma UK with the insights they needed, we applied a structured research approach, starting with internal stakeholder workshops to capture existing knowledge of key audiences.

• We did empathy mapping and journey mapping to understand audience goals, needs, pain points and how users interacted with the website.

• This was followed by in-depth audience research with people living with myeloma, carers and healthcare professionals to explore behaviours, attitudes and experiences, with a particular focus on older users and their confidence using digital services.

• We then brought together all findings to deliver actionable, user-focused recommendations to support the upcoming website redevelopment.

The research provided Myeloma UK with vital audience insights, enabling the team to better understand how users interact with the website and what they need from it.

These insights delivered immediate impact, helping to inform improvements to user experience and shape a more effective, user-focused digital strategy. The findings also provided crucial input for the charity’s upcoming website redevelopment, ensuring future decisions are grounded in real user needs.

Fundamentally, Myeloma UK now has a clearer, evidence-based understanding of its audiences to guide future digital development.