Cancerfonden - Dör För Dig —

Client

UX/UI – Design

Duration

1,5 weeks

(UX/UI)

Field of study

Cancerfonden – Dör För Dig (“I’d die for you”):

Designing a Campaign Site That Turns Emotion Into Action

How do you design a campaign site that connects emotionally with Gen Z, encourages digital engagement, and feels both fast and meaningful?

In collaboration with Cancerfonden and a cross-disciplinary team of six classmates – including communication design, copywriting, PR, strategic communication, production management, and growth marketing – we created a campaign concept and site that aimed to emotionally engage Gen Z in Cancerfonden’s mission. As the UX/UI designer, I focused on making that emotional connection both digital and accessible.

Cancerfonden Needed to Reach Gen Z in a Way That Felt Genuine and Personal

Problem:

Cancerfonden is Sweden’s leading cancer research foundation. While widely trusted by older generations, they struggled to connect with Gen Z – a digitally native generation that values authenticity, emotional connection, and speed. The brief: develop a communication idea that makes Cancerfonden more present, relatable, and engaging for Gen Z

Our insight: Gen Z often uses the phrase “Jag dör för dig” (“I’d die for you”) to express love and loyalty. What if we could flip that phrase into a reason to show up in life – through an act of presence, not loss?

Research:

Gen Z seeks real emotional connection – delivered fast, clear, and mobile-first

To create something Gen Z would actually engage with, I led the user research phase using:

Surveys to explore broad attitudes around care, time, emotional triggers, and moments of regret
Interviews to go deeper into the emotional drivers behind connection, loss, and presence

From both surveys and interviews, a strong theme emerged: Gen Z cares deeply about their closest relationships – but often forgets to act on that care in the rush of everyday life.

Key UX takeaways:

They expect fast, mobile-first, emotionally real digital experiences
Simplicity and clarity beat complexity

1. I conducted a survey to gain a broad understanding of Gen Z’s attitudes and behaviors.
2. To deepen the insights, I also conducted in-depth interviews with people from the target group.
3. After the research phase, we moved into ideation and presented five ideas to Cancerfonden – two were selected for further development.
4. I led a team workshop using the Crazy 8 method. One of the ideas we continued developing came directly from that session and became one of the two concepts considered by Cancerfonden – though not the one they ultimately chose.
5. Once we landed on “Dör För Dig,” I created user personas to guide the design based on real needs.
6. Example of a persona: Represents a typical user and their motivations.
7. Example of a persona: Represents a typical user and their motivations.

Design Process:

Designing a Mobile-First Flow That Feels Personal, Fast, and Emotionally Resonant

HMW: “How might we create a smooth, emotionally-driven campaign flow that feels personal, fast, and frictionless?”

Ideation: Co-created the concept “Dör för dig” during team workshops – a campaign where users send personal promises to someone they love.

Concept: A digital life promise – small or big – that symbolizes showing up now for the people you’d “die for.” A concert. A fika. A phone call. Not about grand gestures, but about real presence.

UX & Flow:

Designed the full mobile-first flow in Figma
3-step journey: Who’s it for → What’s the promise → Make it personal
Personalization: Upload photo, select colors (WCAG-compliant), choose tone
Built to be inclusive by default – meeting WCAG 2.2 across all touchpoints
Emotional-first interaction: design that feels genuine and giving, not transactional

Iterative Design:

Feedback Validated Simplicity – and Revealed Crucial Micro Adjustments

I ran usability tests with Gen Z participants, validating:

The emotional tone of the onboarding
Copy clarity in CTAs
Share flow intuitiveness across platforms (Instagram, SMS, Snapchat)

Testing showed that the promise flow resonated deeply. Users appreciated how quick and genuine it felt.

8. I started by sketching lo-fi wireframes on paper to quickly iterate and test concepts.
9. I then translated the wireframes into Figma to refine the user flow.
10. I further developed the wireframes in Figma to make them clearer and ready for team feedback.
11. I further developed the wireframes in Figma to make them clearer and ready for team feedback. After team feedback, I moved forward and began building the hi-fi prototype.
12. I designed the onboarding to establish the emotional tone and explain the concept – also ensuring that Cancerfonden’s current audience would feel included.
13. The promise is created in three simple steps. Users can optionally add their contact details – without pressure or friction – giving Cancerfonden a gentle opportunity to collect leads.
14. WCAG accessibility was key. For example, I added descriptive color labels to support users with color blindness.
15. This is the frames for the person receiving a promise.
16. I tested the prototype with the target group to ensure it felt quick, easy, and engaging. Feedback was very positive with a few actionable improvements.
17. These are the UI components I used throughout the prototype.
18. The animation I created for when the promise is opened – adding emotional impact to the experience.
19. The design system I created and handed off to Cancerfonden for future implementation.
20. A user flow mapping how all frames connect – shared with Cancerfonden for continuity.

Results:

A Seamless and Emotionally-Resonant Campaign Site for Gen Z (and Beyond)

The final campaign site enabled users to:

Create and send a personal life promise in under one minute
Share it via SMS, social media, or even as a physical letter through PostNord
Participate without pressure – no donations or signup walls required

For Cancerfonden, this translated into organic reach, emotional authenticity, and a stronger connection with a previously disengaged demographic. Thanks to the onboarding process, even less tech-savvy users within the current target group can easily engage with the site.

"You guys truly succeeded in capturing Gen Z. I really want us to launch this campaign live."

"The campaign site and the solution for sending digital messages – what a flawless delivery! This already looks ready to go; they could just copy-paste it."

Turning emotional UX into action through empathy, accessibility, and strong team collaboration

Reflection and Lessons Learned:

UX in a Multidisciplinary Team

Get the team to understand UX by using UI to clearly explain and bring our idea to life.

Designing for a Real Client

Working with Cancerfonden required empathy not just for the user – but for the subject matter itself. I learned how to present bold ideas with respect, and how to defend user needs within a highly emotional space.

Leading with Empathy and Accessibility

Accessibility wasn’t just a checklist – it was part of the emotional value. From inclusive color choices to intuitive navigation, every detail was shaped to support not just usability, but meaning.

Trusting the Team – and the Process

Working in a team of different disciplines required clear timelines, open communication, and shared responsibility. What made this project stand out was how well that actually worked. Everyone owned their role, trusted each other, and believed in the process – which made everything stronger.

Prototype

Case film

Casandra Sohlström

Happy Blomberg

Klara Andersson Åsman

Pablo Muñoz Huapaya

Fanny Karlsson

Emma Wagner

Meriem Jamil

Team

Other Projects

STairs

BAEMINGO

Cancerfonden - Dör För Dig —

Cancerfonden - Dör För Dig —

1. I conducted a survey to gain a broad understanding of Gen Z’s attitudes and behaviors.

2. To deepen the insights, I also conducted in-depth interviews with people from the target group.

3. After the research phase, we moved into ideation and presented five ideas to Cancerfonden – two were selected for further development.

4. I led a team workshop using the Crazy 8 method. One of the ideas we continued developing came directly from that session and became one of the two concepts considered by Cancerfonden – though not the one they ultimately chose.

5. Once we landed on “Dör För Dig,” I created user personas to guide the design based on real needs.

6. Example of a persona: Represents a typical user and their motivations.

7. Example of a persona: Represents a typical user and their motivations.

8. I started by sketching lo-fi wireframes on paper to quickly iterate and test concepts.

9. I then translated the wireframes into Figma to refine the user flow.

10. I further developed the wireframes in Figma to make them clearer and ready for team feedback.

11. I further developed the wireframes in Figma to make them clearer and ready for team feedback. After team feedback, I moved forward and began building the hi-fi prototype.

12. I designed the onboarding to establish the emotional tone and explain the concept – also ensuring that Cancerfonden’s current audience would feel included.

13. The promise is created in three simple steps. Users can optionally add their contact details – without pressure or friction – giving Cancerfonden a gentle opportunity to collect leads.

14. WCAG accessibility was key. For example, I added descriptive color labels to support users with color blindness.

15. This is the frames for the person receiving a promise.

16. I tested the prototype with the target group to ensure it felt quick, easy, and engaging. Feedback was very positive with a few actionable improvements.

17. These are the UI components I used throughout the prototype.

18. The animation I created for when the promise is opened – adding emotional impact to the experience.

19. The design system I created and handed off to Cancerfonden for future implementation.

20. A user flow mapping how all frames connect – shared with Cancerfonden for continuity.

Think I'm your next big catch? Let's chat before someone else reels me in!

casandra.sohlstrom@hotmail.com

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