Battling confusion and misunderstanding
ACS challenges were multi-layered. Surgeons are isolated stressed, and need to be more staffed, isolated, and stressed. They are facing increasing personal and professional challenges. The profession is perceived as cold and aloof by the general public. The current website needed to be more straightforward for patients and mis-adapted to the needs of younger surgeons.
Moving from Org-Centric to User-Centric
Looking at the data, I could see that the root cause of ACS’s issues was the lack of focus. Each department tried to serve all audiences in its own way, using its own channels, which confused users.
The first step was understanding how each department functions, define success, and collaborate. The second step was to understand surgeons' needs and aspirations.
From there, we went through an informed and collaborative design process with relevant stakeholders. Our goal was to structure the surgeon's experience around surgeons’ needs, effectively using user insights as alignment points. We repeated the same process for patients and Quality Program customers.
Creating an experience that works for everyone
We completely reinvented facs.org. That means dramatically improving engagement, conversion, and repeat visit metrics for all journeys. Member Engagement increased by 78%. Membership applications grew by 40%.
Transformed the brand to be more dynamic and future-focused while signaling trust and expertise. Messaging and tone of voice are purposeful and empathetic, demonstrating surgeons' purpose and values to the general public.
The website is now organized across surgeons, patients education, and health professionals looking to improve care quality. Journey and content are personalized for each audience, and faceted search ensures no one gets lost. The logged-in experience was greatly enhanced. Surgeons can now care for their education, membership, and networking needs with an easy-to-use dashboard.
