Alex McGibbon10/02/22

3 min read

Improving the Maggies website user experience

Maggie's, the national cancer care charity, offers free support to anyone with cancer, and their family members, whether in person from one of their 24 UK centres, by phone, email or online.  

As technology continues to evolve and the charity’s beneficiary base grows and evolves, the Maggie's team are continually focused on improving the online experience for the tens of thousands of visitors that the website welcomes each month, as well as broadening its reach to new service users and supporters. 

We therefore couldn’t be more pleased and proud to have been selected as the new Maggie’s digital partner. As such, we will not only be helping bring improvements to their current platform but working closely with the team to deliver a solution for the future that is innovative, engaging and secure. Our ultimate aim is to a platform that reflects the high quality experience you would expect from an exceptional charity such as Maggie’s, bringing consistency across their online and offline presence. 

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I think I speak on behalf of the whole team when I say that we are incredibly proud to be working with Maggie’s and helping them improve their digital presence. It’s an ambitious and exciting project that will draw on extensive user research to shape new and innovative solutions for visitors to the website. We know that these developments will enable the charity to help more people in need. What better motivation could there be to make this partnership a resounding success.

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Simon Evans, Founder and Client Services Director at Giant Digital

Our first step in this exciting project has been to immerse ourselves into the charity and fully understand the challenges and opportunities presented by the current website. Part of this included undertaking comprehensive website audit, to identify where improvements could be made to increase its performance technically, but also enhance the experience for its visitors. 

And the initial updates we have implemented are already having a positive effect, even at this early stage. These include migration of the website to a more secure, stable hosting environment, search engine optimisation to improve visibility, content improvements to meet visitors’ informational needs, and improving external backlinks to the website. 

This work is creating a strong foundation for us to build upon, and we have some exciting projects ahead that we are certain will bring huge benefits to Maggie’s. 

Having visited the Maggie’s centres we know just how special and unique they are. Over the next few years we’ll be focusing on bringing the Maggie’s online experience in line with the in-centre experience.  

We’ll be creating clearer user-journeys, greater personalisation and improved functionality to improve the user experience, and working with the Maggie’s digital team to find innovative ways to further develop online cancer support services, including digitalising communities, improving forms and integrations and bringing their in-person centre activities to life online. 

And as with all charities, funding is key, so we’ll be supporting the Maggie’s fundraising team with campaigns and projects, implementing cashless donation functionality, and exploring improvements to the online shop. 

These elements are all part of a bigger project to ensure that the Maggie’s digital platform is fully equipped for the future needs of the charity and its stakeholders, and we feel privileged that the work we are carrying out together will help Maggie’s better support those living with cancer, and their loved ones, now and in the future. 

Veronica Nicolosi, Head of Operations at Maggies, said of the collaboration; 

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We are delighted to be working with Giant to develop our digital presence. Our centres across the UK are special places designed with people at their heart, and our collaboration with Giant will help us extend our cancer support to more people - wherever they are, whenever they need us.

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About the author

Alex McGibbon

Solutions Architect at Giant Digital


Alex is Product and Innovation lead at Giant Digital. Having spent many years designing charity websites, Alex is a real advocate for user-led design in the creation of websites, donation platforms and bespoke applications. He leads the UX/UI research and development, ensuring that charities balance their own organisational needs with those of their target audience, to maximise engagement and deliver results.

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