After My Heart Attack

Helping The Heart Foundation provide better post heart attack support.

Over 55,000 Australian’s suffer a heart attack each year. After my heart attack, helps heart attack sufferers and their carers understand their condition and road to recovery.

The Heart Foundation briefed Lemonade to design and build a microsite for this specific audience.


The research that changed the course of the project
Qualitative research undertaken by the Heart Foundation found the need for a new microsite to fill the gaps for heart attack sufferers and their carers.

Working through the detailed research and supplementing it with fresh keyword research uncovered that people seeking heart attack information read specific content already on the website. This informed our recommendation to use high demand relevant content to build a stronger interest in a new area within the Heart Foundation Website. No microsite. This solution needed tight integration with the current website.

Working with another agency

The new approach required working alongside Carter Digital who managed the main Heart Foundation website.

Clear lines of communication from the outset made of a smooth collaboration allowing Lemonade to extend the ExpressionEngine back-end and the design system to support new concepts.

User testing provides small insights with big impact. 

We conducted rounds of user testing with recent heart attack sufferers and their loved ones and carers, who play a key role recovery.

Meeting and visiting people in their homes was eye-opening. There is no typical heart attack. Every story is unique. An important lesson we remember every time we meet real users.

The insights informed important design and content changes particularly in how we built interest in the new content. Assumptions made about the importance of the “time since my heart attack” were also debunked.

User testing provides small insights with big impact

Rounds of user testing with recent heart attack sufferers and their loved ones and carers, who play a key role recovery were held by visiting people in their homes.

The testing was was eye-opening. There is no typical heart attack. Every story is unique. An important lesson we remember every time we meet real users.

The insights informed important design and content changes particularly in how to build interest in the new content. Assumptions made about the importance of the “time since my heart attack” were also debunked.

A focus on outcomes

A performance and metrics model was established with the Heart Foundation. The model combined with the research, paved the way for a focused content strategy.

The research highlighted the need to provide for the different states of readiness. That is, some people will be more ready to take action than others. Clear messages and calls-to-action became central to the design approach.

Key metrics are all moving in the right direction. As a result, After my heart attack is paving the way for further improvements to the Heart Foundation website.