Marie Curie: Agile UX and Design

Agile UX and a Website Redesign for Marie Curie

Marie Curie is the leading UK charity for people living with terminal illness, their loved ones, their supporters and volunteers.

Marie Curie runs 9 hospices in the UK and has a network of volunteers and helpers throughout the country. In 2014 Marie Curie started their website re-design with some up-front research, followed by user-centric iterative Agile UX design and development.

What Marie Curie Wanted

  • Agile UX to drive the website redesign
  • Improved Marie Curie support to people affected by terminal illness and their loved ones much earlier in their journey by designing a new digital information and support service
  • Appealing to a more diverse audience, leading to an increased number of people benefitting from Marie Curie services and supporting the charity
  • A user-centric information architecture and structure for a newly designed website

We worked with key stakeholders at Marie Curie to create skeleton personas

What Bunnyfoot Delivered

  • We involved stakeholders throughout the up-front research phase, including co-creation workshops and frequent feedback sessions
  • We delivered a set of beautiful, diverse and user-centred personas based on ethnographic research with medical staff, hospice supporters and depth interviews with people affected by terminal illness, volunteers, carers and supporters
  • We developed mental models of key personas to enable us to plan content for the site and to uncover missing content that needed to be developed to support the new service
  • We reviewed the personas to uncover the thoughts, emotions, pain points and expectations and translated these into an experience map. This gave invaluable insight into support opportunities across touch points and care service providers
  • Worked within Agile development sprints (10 sprints each lasting 2 weeks and consisting of defining the brief, sketching concepts, wireframing and testing with real users
  • We carried out Agile user testing across seven UK locations including, Bristol, Edinburgh, Exeter, Inverness, London, Newcastle, Oxford, Sheffield and Swansea

The personas were at the heart of all design and development decisions

The Results

Bunnyfoot’s mental models and personas were key to understanding people’s information and emotional needs, which helped shape the new website and the new online and phone support service. Our Agile UX and design work helped ensure that the site structure and menus worked well and site content was based on users’ needs. Working iteratively we also made sure that key customer journeys, such as donate, were not just usable but also persuasive.

  • 20% increase in traffic to the site
  • 75% increase in returning visitors

The evolution of Marie Curie’s donation page – from the original design to paper prototypes, to wireframes and the final design


Working at a fast pace, Bunnyfoot delivered high-quality UX insights and wireframes to fit into our agile development process. The Marie Curie team were incredibly pleased with the quality, timeliness and content of everything they produced.


Natalie Coley, Project Manager
Marie Curie


The site was developed following extensive user research, and features a new, streamlined navigation that reflects the way people choose to access information, as well as more intuitive functions that enable users to quickly access the right data. We’ve already seen a number of encouraging results including increased dwell times and engagement levels, as well as improved mobile conversions on key funnels.


Clare Hazel, Head of Digital
Marie Curie

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