Stoke

Background
Susan G. Komen for the Cure is the world’s largest grassroots network of breast cancer survivors and activists. Through events like the Race for the Cure, and generous contributions from supporters, Komen has become the world’s largest source of nonprofit funds dedicated to the fight against breast cancer in the world.

Challenge
As one of the world’s most well-recognized and extensively leveraged brands, Komen is challenged to manage "pink fatigue."

As an affiliate organization, it is important to provide tools to participants, while maintaining control of the brand, assuring quality and integrity of clinical content.

Led by Seattle-based agency Radarworks, Stoke conducted a customer insight study, facilitated a Web ideation process, and developed a set of strategic issues and implications for Komen’s next-generation Web presence.

Outcome
Working with Jeff Paredes and his incredibly talented Radarworks team, we began with an assessment of user needs and Komen business objectives. We then developed a framework for prioritizing business objectives, and evaluating design solutions and technology applications.

Stoke facilitated an ideation process to generate and evaluate ways to foster community, create a sense of personal connection, and further engage participants with resources specific to their interests.

A set of 14 "personas" were created, archetypes of users that addressed customer needs and interests. These tools were used to drive design plans, technology development and content decisions.

Radarworks, designed, produced and launched the new enterprise Web site in October 2008.