A lesson in seamless design

The Royal College of Radiologists (RCR) needed a complete digital overhaul, and our experts were ready to guide the transformation. As a standalone membership organisation, RCR’s website is often the single source of truth for over 17,000 radiologists and oncologists worldwide. This meant the site had to do more than just inform – it had to guide seamless user experiences, front to back end.

Their existing platform wasn’t meeting expectations. Clunky, overloaded with content and lacking a clear hierarchy, users were struggling to navigate the website. Information wasn’t easily accessible, and the search experience didn’t hit the mark.

RCR needed a modern revitalisation that offered clarity, accessibility and balance. A streamlined, user-first rebuild that gave radiology and oncology equal weight, while transforming how users connect with content.

The web rebuild was the first phase of RCR’s digital transformation. Phase two focused on RCR’s website and membership portal, zeroing in on site aspects that contributed to a disjointed user journey. Data-driven insights were used to back up our decisions every step of the way.

Dynamic web rebuild

We moved the RCR website from Druple to Umbraco, providing a more flexible, user-friendly platform for the full rebuild. This transition laid the foundation for a smoother, more scalable rebuild, enabling the team to effectively manage the site’s expansive content.

Improving UX and design

The project began with an in-depth UX audit, conducting stakeholder and user interviews, tree testing and competitor reviews. This highlighted the need for a cleaner, more intuitive interface and robust content structure. Given the site’s heavy content load, improving the search functionality was a priority. We refined the existing search tool to better handle misspellings and surface more relevant content. To solidify our efforts, our SEO specialists implemented content rewrites and an SEO migration.

Consultancy

Several third parties were working alongside us on this account, and a high level of collaboration was required to ensure results and consistency across all pages. Our expert teams oversaw the entire process, ensuring design and navigation in the web portal aligned with the main website. We also facilitated the integration of the new Salesforce platform with third-party systems handling events and membership to facilitate flexibility and efficiency.

Unifying navigation

To streamline navigation across all platforms, we developed a unified navigation component that could be migrated into the third-party event and membership systems and draw data from the main website. By ensuring that the website was the source of truth, we enabled data consistency across different systems, so regardless of where the data is from, users ended up in the right place.

The newly refurbished website had instant impact, balancing functionality with web design that matched RCR’s prestigious reputation. The integration of Umbraco as the CMS and Salesforce for the membership portal allows RCR to manage content more effectively while offering a streamlined experience for members. The new navigation and search functionalities have made it easier for users to find critical information quickly, ensuring a seamless transition from point A to B.

This rebuild has positioned RCR for continued growth, allowing them to better serve their global audience with a site that’s both functional and accessible.