ESCRS Digital Transformation

Streamlining community, identity, and UX

The ESCRS website is where 7.5K+ global members come to view the latest content in their field, get updates on upcoming ESCRS events, and network with fellow professionals. It is vital for ESCRS to keep their members engaged, and the field of ophthalmology always moving forward.

Brand European Society of Cataract & Refractive Surgeons

Industry Medical Association, Non-profit

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These vast resources were housed within eleven separate websites that all connected to the main ESCRS website, which was used as a landing page to direct visitors out to each of these sub sites. Like many associations, these separate sites were born from different initiatives that were created to try and serve a specific need and target audience group. This additive process over the years meant that users found it incredibly challenging to find what was relevant to them and for the client to stay on top of all their content and ensure brand consistency. With tightening data compliance around GDPR and cookie consent, it was eleven times harder for ESCRS to keep up to date across their digital platforms.

It was imperative for their website to be less fragmented, bringing all elements, including multiple sub sites into one, easily accessible place for their global membership base.

We were tasked with rethinking the entire design for desktop and mobile so that members could access the extensive information on the site easily and quickly. This was a key objective, but we wanted to go further, to streamline the site’s user experience and future-proof the content strategy through working closely with ESCRS’ board and committees.

First, a key challenge was simplifying and optimising the user experience of the website, as the ESCRS has an incredibly broad range of content, which spans education, events, leading scientific publications, webinars and sub-groups like ESCRS Young Ophthalmologists and special interest groups.

As a leader in ophthalmology, ESCRS’s mission is to educate and help their peers excel in the field, therefore it was of huge importance that their educational courses and professional development were clear to follow and enable professional tracking of progress. The team ensured that all courses and educational content, as well as research grants, would be readily available to locate on the site and engage with.

All-in-all this digital transformation project showcased close collaboration with the client and the in-house innovation around a complex digital project to deliver value and optimised user experience and world-class resources.