Product Framing — Rare Cancers Australia

FROM WORKSHOP
TO
ROADMAP.

The full output of product framing sessions held between March and May, 2026.

Prepared for
Rare Cancers Australia
Prepared by
Grade
Date
May 2026
Status
For Discussion
Confidential

Note

This document presents the full output of product framing sessions held between Grade and RCA on 12 March and 15 May, 2026. This is a draft document intended to support further discussion and alignment. It should be treated as a conversation starter, not as a final strategy document or roadmap.

Section 1 — Audiences, Jobs-to-be-Done & Role of the Website

AUDIENCES, JTBD & ROLE OF THE WEBSITE

Three audience segments, in priority order.

1
Audience Segment 1 — Those looking for support (first priority audience)
User types: recently diagnosed · carer or family/friends of patient or someone recently diagnosed · patients with lived experience.
How they come to the site: searching for info · searching for help · referred by someone.
Jobs to be done: learn about support options · speak to someone · research a condition · find a healthcare professional · learn about treatment options · learn about the lived experiences of other patients.
Role of website: connect users with support outcomes and improve health literacy · reach out to our navigators.
2
Audience Segment 2 — Those looking to support (second priority audience)
User types: corporate supporter · government · individual supporter.
How they come to the site: clicked on targeted ads for campaigns · channels: searching for information, newsletter, social posts, outreach presentations, conferences.
Jobs to be done: looking to donate · looking to participate in a campaign · searching for publications/reports · looking for impact data: number of patients supported, number of services, types of programs, financial impact · looking for fundraising inspiration · looking for testimonials.
Role of website: demonstrate impact and connect users to opportunities to provide financial and non-financial support to RCA · keep supporters engaged with impact and clear actions to advocate.
3
Audience Segment 3 — Those who are a part of the support (third priority audience)
User types: healthcare professionals · existing supporters · advocates.
How they come to the site: outreach from RCA team · channels: searching for information, newsletter, social posts, outreach presentations, conferences · advocates — news/media release articles, publications and reports · for health pros — referring, knowledgebase/cancer info, education info, event info.
Jobs to be done: refer a patient · join the Knowledgebase · looking for education and/or courses (e.g. social workers) · nurses also might come to receive a nurse care pack · existing/advocates support group info.
Role of website: make it easy for clinicians to refer patients to RCA with confidence.
Section 2 — Outcomes (12 month target state)

OUTCOMES — 12 MONTH TARGET STATE

What success looks like for each audience segment in the next 12 months.

Audience Segment 1 — Those looking for support

Priority — next 12 months
People seeking support can identify the right support pathway quickly and take the next step (call, email, or submit a form) with fewer dead-ends.
Priority — next 12 months
Visitors can find "what to do next" information quickly and report higher clarity and reassurance after engaging with key content.
Priority — next 12 months
A higher share of routine questions can be answered through self-serve pathways, freeing the service team to focus on complex and high-need cases.

Audience Segment 2 — Those looking to support

Priority — next 12 months
Supporters can more easily understand RCA's impact and choose a donation or partnership pathway, improving conversion and/or completion of key supporter actions.
Supporting outcome
RCA can demonstrate clearer supporter engagement signals (e.g. impact content viewed, donation intent actions taken), strengthening reporting to funders and partners.

Audience Segment 3 — Those who are a part of the support

Engagement
Existing supporters can stay connected to RCA's impact and advocacy work through timely updates and clear ways to take action, increasing ongoing engagement and repeat support.
Knowledgebase
Clinicians and providers can understand how to be listed in the Knowledgebase and submit/maintain their details through a clear, governed process that keeps information accurate and up to date.
Section 3 — Current State Review

CURRENT STATE REVIEW

Where things stand today

Amber
Priority Outcome 1
SUPPORT PATHWAY
People seeking support can identify the right support pathway quickly and take the next step (call, email, or submit a form) with fewer dead-ends.
Amber
Priority Outcome 2
CONTENT CLARITY
Visitors can find "what to do next" information quickly and report higher clarity and reassurance after engaging with key content.
Red
Priority Outcome 3
SELF-SERVE CAPACITY
A higher share of routine questions can be answered through self-serve pathways, freeing the service team to focus on complex and high-need cases.
Amber
Priority Outcome 4
SUPPORTER CONVERSION
Supporters can more easily understand RCA's impact and choose a donation or partnership pathway, improving conversion and/or completion of key supporter actions.

Funnel Health    Acquisition  ·  Retention  ·  Engagement

These ratings are based on team observation, not data. No measurement baseline exists yet — establishing one is the first priority across all four outcomes.

Gap: The team identified a lack of data-backed evidence for their initial assessments, noting that while they feel certain areas are performing well, they currently rely on observations rather than quantitative data.
Gap: Disconnect exists between overall website traffic and # of patients onboarded.
Gap: Fundraising data is split across multiple platforms — no unified benchmarks for donation amounts or frequency have been established.
Section 4 — Top Strengths (double down)

TOP STRENGTHS — DOUBLE DOWN

Based on the current state review — what the site does well and should protect.

From the session: based on the current state review, these are the strengths of the website in supporting the outcomes described.

Navigation
Navigation structure
The site's information architecture is working. Protect it while making other improvements.
Design
Clean user interface, "containerising" content
The interface is clear and content is structured rather than sprawling. Any content work should maintain this quality.
Feature
Central role of knowledge base
The Knowledgebase is a genuine differentiator and a core reason users come to the site.
SEO
Maintain/improve good quality SEO
Organic discovery is working. Any technical or content changes should preserve — not jeopardise — this performance.
Pathways
Maintain referral pathways to right content on site
The existing referral pathways to relevant content are functioning. These should be sustained and strengthened as new content is added.

These strengths are the foundation. The opportunity work should build on them — not disrupt them.

Section 5 — Top Improvements and Optimisations

TOP IMPROVEMENTS AND OPTIMISATIONS

Based on the current state review — three priorities named first. The full improvement list below.

Priority
Foundation
TRACKING & ANALYTICS
Tracking and analytics and GTM
Priority
Process
CONTENT GOVERNANCE
Content Governance, standardising content for consistency across authors
Priority
UX
HOMEPAGE OPTIMISATION
Optimising homepage to remove redundant content or reorganise layout

Full improvement list

Measurement
Define success metrics and implement measurement plan to demonstrate impact against each outcome. Retention and donations as a particular focus area.
Support pathways
Identify metrics for measuring helping people identify the right support pathway. Disconnect exists between overall website traffic and # of patients onboarded.
Self-service
Develop and integrate an FAQ section into the website to improve user self-service.
Discovery
Content and code optimisation for AI search and chat platforms
Fundraising
Clearly demonstrate the impact of a donation through storytelling and testimonial content across the site
UX
Improve next-step actions across all web pages to move users beyond simple content consumption. This involves defining clear engagement paths.
Feedback
Implementing Feedback Mechanisms: e.g. surveying tools or feedback features, such to benchmark content helpfulness
Technical
Address Technical Website Issues e.g. 404 "page not found" errors
Self-service
Include navigator profiles so people can self triage (e.g. gender, speciality)
Section 6 — Proof Points (what we need to measure) — Outcome 1

PROOF POINTS — OUTCOME 1

Suggestions only. These need to be defined and agreed based on each outcome.

Calls — GAP: knowing how many people that call do so as a result of the website
Dead end rates on support pages (exit rates from support pathway pages)
Time or clicks to next step (from landing page to first contact step)
Next step action rates from pathway pages (call clicks, email clicks, form starts etc)
Discovery rate (e.g. % of sessions that reach a "what to do next" key page from entry pages or site-wide)
Support hub to pathway selection CTR
Contact Form Completion Rate
Referral Form Visits
Metrics around patient referral
Section 6 — Proof Points (continued) — Outcome 2

PROOF POINTS — OUTCOME 2

Suggestions only. These need to be defined and agreed based on each outcome.

Content helpfulness/clarity rating (thumbs up/down)
Next step action rates from pathway pages (call clicks, email clicks, form starts etc)
Discovery rate (e.g. % of sessions that reach a what to do next key page from entry pages or site wide)
Time or clicks to next step (from landing page to first contact step)
Section 6 — Proof Points (continued) — Outcomes 3 & 4

PROOF POINTS — OUTCOMES 3 & 4

Suggestions only. These need to be defined and agreed based on each outcome.

Self-serve success rate (on-page prompt): "Did you find what you needed without contacting us?"
Contact-from-help-pages rate: % of views on routine-help pages that lead to a call/email/form start (aim: down)
Routine enquiry volume (count of routine-category enquiries per month) (requires basic tagging)
Share of enquiries tagged "complex/high-need" (complex ÷ total) (aim: up as routine drops, or stable with lower total volume)
Repeat routine enquiries (aim: down)
Average handling time for routine enquiries
Impact — action click-through rates (e.g. clicks from impact content to donate or partner CTAs)
% of supporter sessions that click donate or partner vs no action
Donation completion rate (e.g. donations started to completed/thank-you page)
Partnership enquiry completion rate (form started to form completed)
Drop-off rate on donation or partner flows
Impact clarity rating
Section 7 — Ideas & Opportunities

IDEAS & OPPORTUNITIES

Themes and specific ideas surfaced in the session.

CRM & Marketing Automation

CRM
Sync Donor Data: Automate the transfer of donor information into the email CRM to remove manual processes
Automation
Automating referrals between Gravity Forms and the email marketing platform, Ortto, to improve efficiency

LMS

Education
Learning Management System Integration: more structured approach to education modules to improve completion rates.

Self-Service

Booking
Add Booking System: Integrate functionality that allows users to self triage and book appointments with individual navigators directly via the website.
Real-time support
Real-time navigator support, such as a chat feature, to reduce barriers for patients — allows navigators to assist users in a digital format, complementing the existing phone support system

Fundraising

Platform
Fundraising Platform Considerations: exploring alternative, more seamless donation and event fundraising integration within the WordPress environment.
Section 8 — Existing Backlog

EXISTING BACKLOG

Known items already in queue, organised by theme.

Knowledgebase

Data upload
CSV — ability to upload the details of trials, health professionals or support services etc via CSV upload
Content strategy
Develop strategy for adding cancer syndromes to Knowledge-base
UX
Knowledge-base Landing Page optimisation

Fundraising

Rebuild
Rebuild, design or amends to Shop or https://treat.rarecancers.org.au/ or https://give.rarecancers.org.au/

Search & Navigation

Search UX
Search Enhancements e.g. Cancer Types List – Fuzzy Search

Usability & Accessibility

Accessibility
Accessibility improvements
Section 9 — Roadmap (Now / Next / Later)

ROADMAP — NOW / NEXT / LATER

Rows represent outcomes and funnel stages; columns represent time horizon.

NOW NEXT LATER

AMBER Priority for next 12 months. People seeking support can identify the right support pathway quickly and take the next step (call, email, or submit a form) with fewer dead-ends.

AMBER Priority for next 12 months. Visitors can find "what to do next" information quickly and report higher clarity and reassurance after engaging with key content.
  • Agree metrics to measure success for this outcome
  • Optimising homepage to remove redundant content or reorganise layout
  • Search Enhancements e.g. Cancer Types List – Fuzzy Search
  • Implementing Feedback Mechanisms: e.g. surveying tools or feedback features, such to benchmark content helpfulness
  • Content Governance, standardising content for consistency across authors
  • Improve next-step actions across all web pages to move users beyond simple content consumption. This involves defining clear engagement paths.
  • Knowledge-base Landing Page optimisation
  • Develop strategy for adding cancer syndromes to Knowledge-base

RED Priority for next 12 months. A higher share of routine questions can be answered through self-serve pathways, freeing the service team to focus on complex and high-need cases.
  • Agree metrics to measure success for this outcome
  • Develop and integrate an FAQ section into the website to improve user self-service.
  • Include navigator profiles so people can self triage (e.g. gender, speciality)
  • Real-time navigator support, such as a chat feature, to reduce barriers for patients — Allows navigators to assist users in a digital format, complementing the existing phone support system
  • Add Booking System: Integrate functionality that allows users to self triage and book appointments with individual navigators directly via the website.

AMBER Priority for next 12 months. Supporters can more easily understand RCA's impact and choose a donation or partnership pathway, improving conversion and/or completion of key supporter actions.
  • Agree metrics to measure success for this outcome
  • Clearly demonstrate the impact of a donation through storytelling and testimonial content across the site
  • Fundraising Platform Considerations: exploring alternative, more seamless donation and event fundraising integration within the WordPress environment.
  • Rebuild, design or amends to Shop or https://treat.rarecancers.org.au/ or https://give.rarecancers.org.au/

AMBER: Acquisition
  • Address Technical Website Issues e.g. 404 "page not found" errors,
  • Content and code optimisation for AI search and chat platforms
  • Tracking and analytics and gtm

RED: Retention
  • develop retention strategy
  • Automating referrals between Gravity Forms and the email marketing platform, Ortto, to improve efficiency
  • Sync Donor Data: Automate the transfer of donor information into the email CRM to remove manual processes.

GREEN: Engagement
Next Steps

NEXT STEPS

Seven actions to move from session output to agreed plan.

1
Agree success metrics
2
Fix tracking and analytics
3
Validate current state ratings
4
Scope the "Now" initiatives
5
Separate quick wins from larger decisions
6
Clarify ownership and governance
7
Prioritise the roadmap

Next steps

Thank You
Key Contact

Questions? Reach out.

Chris Coward
Senior Product Manager, Grade
chrisc@grade.net.au
grade.net.au