Pediatric Oncology Experimental Therapeutics Investigators’ Consortium (POETIC) came to me with a much needed website redesign. Their old site looked dated, unprofessional, and wasn’t attracting the right collaborators they were seeking to work with.

The mission of POETIC is to promote the early clinical development of promising new therapies for the treatment of children, adolescents, and young adults with cancer and related disorders. With a network of 10 world-renown cancer institutions, they are able to accelerate the development of much needed cancer treatments and provide hope to pediatric patients that may not have treatment options.

The main goal of the redesign was to highlight POETIC’s commitment and dedication to the innovation of pediatric cancer treatments in a modern and sophisticated way.



The site was restructured to tailor its experience to two different audiences. The site is now split into two paths—one for patients and one for professionals—to accommodate targeted messaging, information, and resources. Different imagery and messaging is used throughout both paths that relates specifically to that journey. The site is also color coded allowing users to identify which path they are viewing.

The patient path provides hope to children whose cancer has returned and when treatment options are limited, as well as their families—offering guidance throughout their treatment journey. Their special path provides clear and useful resources to help them cope with their situation and tools to prepare them for a clinical trail. 

The professional path is where industry members can learn about POETIC’s latest scientific advancements and inspire collaboration by bringing the best minds in the industry together. One of POETIC’s strongest assets is their members, those who make it their personal goal to research new ways to treat pediatric cancers. On the site, they are able to understand POETIC’s highly streamlined processes, as well as quickly log-in to the collaborative SharePoint system to further their research.



The new responsive website looks good at any device size, allowing users to interact with the site at home, at the hospital, in the office, or on the go.

There are numerous ways users can navigate the site, including multiple callouts that highlight related content on other pages. These help guide users through a story-like path. The desktop version includes a sub-navigation sidebar that helps users jump directly to a specific topic on that page. Footer navigations allow users to continue through the site without having to scroll back to the top.



The site uses dynamic elements that help organize highly technical information. For example, the FAQ drop downs allow users to view only common questions as first. Once a question is clicked, the answer appears. This eliminates the overwhelming nature of too much information and helps users scroll through multiple questions faster until they find one that pertains to them. 



POETIC works hard everyday to help cure childhood cancers. Their website now reflects that effort and encourages others to do the same.


You can view the new site at and the full project here.



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amanda m. buckley

communication designer

based in the Pioneer Valley of Massachusetts