Introduction & Objectives Patients with muscle-invasive bladder cancer (MIBC) face complex treatment decisions related to curative-intent therapies, such as radical cystectomy or concurrent chemoradiotherapy. These choices significantly affect patients’ quality of life and future health. Shared decision-making (SDM) is considered the gold standard for good clinical practice, aiming to align evidence-based treatment options with patients’ values and preferences. Yet, in the context of bladder cancer, SDM remains under-implemented and under-researched. This study explores experiences with decision-making and identifies needs and barriers to SDM, with emphasis on person-centred care. Materials & Methods This study is the first phase of CHOICE-BC, a PhD project aiming to strengthen SDM and person-centred practice in bladder cancer care and is conducted at Copenhagen University Hospital. The study includes semi-structured interviews with 15–20 patients who have recently undergone curative treatment decision-making. Where relevant, joint interviews with caregivers will be conducted. Two focus group interviews with healthcare professionals (HCP) from urology and oncology will complement the data. Analysis will follow Braun and Clarke’s reflexive thematic approach. Study Status Recruitment is scheduled for autumn 2025, with analysis completed in early 2026. The study is designed to ensure that findings will be available for presentation at Global Conference on Person-Centred Care 2026. By contributing detailed insights into how SDM is experienced in this setting, this protocol aims to support further development of person-centred strategies in cancer care. Expected Outcomes The study will generate knowledge on communicative, emotional and organizational dimensions of SDM in bladder cancer care. Insights will inform the co-design of a digital SDM tool tailored to patients’ and HCPs needs, grounded in pedagogical and person-centred principles. Ultimately, this research aims to enhance patient involvement, support more meaningful clinical conversations and contribute to the advancement of person-centred practice in oncology and other complex care contexts.