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A central figure in women's health.


BreastScreen Victoria (BSV) aims to reduce the impact of breast cancer diagnosis through early detection, ensuring that all women have the best possible health outcome.

With such high ambition, BSV engaged Soul+Wolf after a lengthy tender process to deliver a digital solution that would meet their goal:

To help more women understand more about screening to get screened sooner.

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The Goal

The BSV website plays a fundamental role in distributing content and information about breast screening.

This information, often time-critical and always sensitive in nature, required that the website not only display information in a way that would be easy for users to find and digest, but simple for the BSV team to scale and maintain up-to-date.


Through stakeholder interviews and user surveys, we discovered a very diverse group of users, mostly women (of different ages) with varying technical competencies, accessibility levels and language/ literacy barriers.

The Solution

To achieve the project goal, the proposed solution needed to position and reaffirm BSV as an established and trusted online source of information. By achieving this, we could help women understand more about screening and the screening process, to then encourage them to find a screening location and ultimately book an appointment.

To do this effectively, we would need to provide a positive and welcoming user experience to a diverse group of users. With such a broad demographic and ethnicity of users and health professionals accessing the website, translatable content would be fundamental aspect of the project.

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The Result

With design-lead thinking and multiple rounds of user tests, we delivered a (WCAG 2.0 Level AA) confirming solution that not only answered various design challenges, but genuinely helps a diverse group of users better access and understand screening-related content.

'What Happens' and 'Breast Cancer & Screening' are critical information sources for women exploring the signs and symptoms of breast cancer. In the 9 months following the launch of the website, this content has been seen 95,219 times - a 319.45% improvement from the old website. In that same time, we've also seen a 106.42% lift in views of BreastScreen Victoria's location-related content.

Regarding the MyBreastScreen user portal, by seeding various natural calls-to-action throughout the website, we’ve been able to increase not only the usability of the portal, but the ease of which people access it. To illustrate this point, YOY since launch we’ve seen:

  • 14% increase in the number of users accessing the portal;
  • 8% decrease in Bounce Rate;
  • 1:10 increase in Average Session Duration;
  • 14% increase in the number of pages per session.
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Awards & Recognition

Since going live, the BreastScreen Victoria project has won numerous accolades.

  • The Webby Awards
  • Good Design Awards
  • Driven x Design
  • Awwwards
  • CSS Design Awards