The identity for this Breast Cancer organisation uses curved type to reflect a feminine yet informal feel. Accompanying the wordmark is The Mayor, the animated spokesperson for the content on the site who represents many races to reflect a diverse worldwide audience.

OVERVIEW: Breast cancer detection can be a difficult
topic to understand. How can design improve the
patient experience?

RESEARCH was conducted on 250 women on their
knowledge of breast cancer detection and
screening. It was found that many did not know the
signs of breast cancer or what a lump felt like.
COLLABORATING with oncologists, radiologists,
breast cancer survivors, nurses and screening
technicians, the message was developed and
designs were created to communicate concepts that
patients didn’t understand.
EXPERIENCING a mammogram first-hand allowed
the designer to communicate how a mammogram
felt—like getting blood pressure taken—which
clarified the sensation for patients.

OBSERVATIONS of how patients interact with
physicians showed that communication was usually
one-sided and patients had to prompt their GP to
educate them on breast cancer issues.

PROTOTYPES of posters were used in screening
centres. One poster showing the signs of breast
cancer was hung in the mammography changing
room. Often the technician would find the patient
looking at the poster during their wait and it was
then used as a way to prompt patients on how they
should look for and report signs of breast cancer in
the future.

USER TESTING on the breast cancer website
revealed popular questions visitors had, the types of
information they spent time looking at and their
interactive behaviours.

DESIGN improved the information experience by
acting as a communication aid to work with a
variety of patients on several levels of literacy. The
woman used in the images was tested in the USA,
UK and Qatar and was found to have a universal
appeal as many reported that she represented them,
and that the visual metaphor used to communicate
the breast was friendly and not embarrassing.