ESCRS’ website is built up of the prosperous cataract and refractive surgery community, including specialist researchers, clinicians, nurses and wider ophthalmology representatives. Here, they come to view the latest content in their field, get updates on upcoming ESCRS events, and network with fellow professionals. MCI were tasked with updating this website with a new look and feel, user experience, and content strategy.
First up, MCI’s in-house creative team analysed and updated the site’s look and feel to bring it in line with ESCRS's branding. Brand colours were used to theme and categorise ESCRS’s various content channels and copy was updated to highlight their position as an authoritative but approachable voice in the field of ophthalmology.
A key challenge was simplifying and optimising the user experience of the website. The ESCRS has an incredibly broad range of content, which spans education, events, trade magazines, laws and sub-groups like ESCRS Young Ophthalmologists. To address this, our team mapped out the content, grouping it into appropriate pages and making it always easily accessible from the drop-down menus.