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Case Study

Imran Khan Cancer Appeal (IKCA)

What we did

The Client

Fifteen were honoured to be approached by Hendrix Media, a digital marketing company based in Northamptonshire, to design and develop a new website design for their client Imran Khan Cancer Appeal (IKCA).

The internationally known charity was founded by Pakistani cricket captain, Imran Khan, after his mother died from cancer in 1985. He wanted to change the future of cancer patients in Pakistan and set up the charity in order to raise money to build a specialist cancer hospital in Lahore. The hospital, opened in 1994, offers cancer patients living in Pakistan and beyond, free care and treatment regardless of their wealth or background.

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The Brief

IKCA offer hope to thousands of cancer patients every year with free treatment at the Shaukat Khanum Memorial Hospital, free cancer screening through collection centres across the country and continually educate the people of Pakistan about living a healthy life and preventing the risk of developing cancer. Their message is positive and ambitious, two key points that we focused on in the design of the new website design.

The main focus of the website is to raise vital funds to support the many areas the charity focuses on including treatment, research and training. We worked closely with IKCA to develop a user experience focused around the donation pathway in the website design.

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The Solution

Our experience in e-commerce website design has given us a clear idea of specific elements needed in order to direct and retain visitors and most importantly, encourage them to make a donation.

There are strong call to actions across the website in order to attract users to start the journey to make a donation. The navigation has a coloured button for the ‘Donate’ link that is visible on every page and there are also similarly colour-coded banners across the website to direct people to the donation area.

We have designed an enclosed donation area which looks slightly different from the rest of the website design. The top navigation and footer of the website has been stripped away to leave the user focused on the task in hand and not distracted by other avenues of the website. The donation pages also feature a step-by-step process guide showing the three simple steps to donate, another important element of user experience.

IKCA provide several donation methods for their supporters from one off donations to monthly direct debits and bank transfers. The charity was keen to show all of these methods to the user without putting them off. We create a donation area that gave all of the information in digestible chunks without overwhelming the user, giving them complete freedom to donate how they wanted, to what project they wanted.

A showcase area of the website design is the home page. It is designed into separate full screen areas with each section telling a different story about who IKCA are and what they do. Upon first visiting the website, the user is greeted with a video and counting numbers totaling key achievements by the charity. The video features silhouettes of fundraisers reaching a mountaintop after a sponsored climb. It delivers the concepts of hope, ambition and achievement as set out in IKCA’s values. This concept dominates the website as we wanted to inspire people to make a difference. Sharing latest news, events and projects is very important for a charity and IKCA wanted to make this information easy for the user to access and share. All of the videos have social sharing buttons, the footer features IKCA’s live Twitter stream and the donation area features a sharing area for users to shout about their donation.

The website has been built to be fully responsive, functioning across all mobile devices without compromising on the user experience. The website is also ‘retina-ready’, giving any images and graphic high definition on compatible screens.

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The Result

At Fifteen, we are happy to work directly with the client or through a third party supplier. The IKCA website project has been a combination of the both in order to exploit the best of our expertise and deliver a stunning and successful project.

Since its launch, the IKCA website has received several award nominations and triumphs. Including a huge nomination for Website of the Year (charity category) that culminated in IKCA coming 2nd overall.

We are extremely pleased with the way that Fifteen Design managed our new website project. The whole team helped us clearly define our requirements, maintained communication through and created some really great designs and user functions which we love. When fifteen say ‘We do Epic’, you can only understand the real meaning once you take that journey with them. The post-delivery support has also been very reassuring. The project was delivered on time too, so we strongly recommend them”.
Ikhlaq Ahmad, UK Manager, Imran Khan Cancer Appeal (IKCA)


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