A lesson in seamless design

The challenge

The Royal College of Radiologists (RCR) required a full digital overhaul, and our experts were ready to lead the change. As an independent membership organization, RCR's website serves as the primary source of truth for over 17,000 radiologists and oncologists worldwide. The site needed to do more than inform—it had to create seamless user experiences from front to back end.

Their existing platform was underperforming. Clunky, content-heavy, and lacking clear hierarchy, users struggled to navigate. Information was not easily accessible, and the search experience was inadequate.

RCR needed a modern revitalization offering clarity, accessibility, and balance. A streamlined, user-first rebuild giving equal weight to radiology and oncology while transforming how users engage with content.

Our approach

The web rebuild marked phase one of RCR's digital transformation. Phase two concentrated on RCR's website and membership portal, targeting elements causing a fragmented user journey. Data-driven insights supported decisions throughout.

Dynamic web rebuild

We migrated the RCR website from Drupal to Umbraco, delivering a more flexible, user-friendly platform for the complete rebuild. This set the foundation for a smoother, scalable site, empowering the team to efficiently manage extensive content.

Enhancing UX and design

Starting with a thorough UX audit—stakeholder and user interviews, tree testing, and competitor analysis—we identified the need for a cleaner, more intuitive interface and stronger content structure. Given the heavy content, improving search was a priority. We enhanced the existing tool to better handle misspellings and deliver more relevant results. Our SEO experts then implemented content rewrites and managed an SEO migration.

Consultancy

Multiple third-party partners collaborated on this project, requiring high coordination for consistent outcomes across all pages. Our specialist teams supervised the process, ensuring the web portal's design and navigation aligned with the main site. We also facilitated integration of the new Salesforce platform with third-party systems managing events and membership to boost flexibility and efficiency.

Unified navigation

To simplify navigation across platforms, we developed a unified navigation component deployed in third-party event and membership systems, syncing data from the main website. By making the website the single source of truth, we ensured data consistency, so users always land where intended regardless of data origin.

The results

The revamped website made an immediate impact, combining functionality with design reflecting RCR's esteemed reputation. Umbraco CMS and Salesforce integration allow RCR to manage content better while offering members a seamless experience. Improved navigation and search make critical info easy to find, ensuring smooth user journeys.

This rebuild positions RCR for ongoing growth, enabling them to better serve their worldwide audience with a site that's accessible and effective.