Transforming Digital Engagement for the UK’s Medical Leaders

The Challenge

Working closely with key stakeholders, we conducted a number of interviews and workshops to pinpoint the core pain points the RCP faced. Together, we identified several key challenges:

• Obsolete content management system (CMS): The legacy CMS was inflexible, making it difficult for RCP staff to manage both content and internal client expectations seamlessly.
• Complex member journey: The membership sign-up process was lengthy and cumbersome, creating friction for prospective members.
• Inefficient information architecture (IA) and navigation: Overloaded content and inefficient site structure meant that users often struggled to find what they needed.
• Poor search functionality: The RCP produces content across a number of microsites which were out-of-scope of this project, but this was impacting how users found content. Users would often turn to external search engines to find critical information, detracting from the site's utility.
• Lack of personalisation: The site lacked any personalisation features, making content feel generic and users disengaged.
• Overall look and feel: The site’s aesthetic felt quite dated, and needed to strike a balance between professionalism and approachability.

Our Solution

Working in close collaboration with the RCP, Cantarus implemented a series of strategic improvements focused on enhancing the user experience.

Modernising the Membership Journey

The first priority was to simplify the membership sign-up process. We removed the need for account creation and replaced lengthy questionnaires with a simple, user-friendly survey. This has streamlined the process, making joining the RCP far more intuitive and efficient.

Upgrading to Umbraco v13

We migrated the CMS to Umbraco v13, enabling the RCP to take advantage of a more modern and scalable platform. This upgrade has not only improved the site's longevity, but has also improved performance and speed, while empowering content editors to easily manage and create content going forward, removing previous technical barriers. This ensures the site can continue evolving with the organisation.

Enhancing Search Functionality

We revamped the onsite search to enhance the relevance of content and dramatically enhance usability. By introducing commonly searched terms as suggestions based on user behaviour and adding filter options, it is now easier than ever for users to find exactly what they need, ensuring a more precise and effective search experience.

Embedding Personalisation

Personalisation is now implemented across the site, with detailed user groups based on member type and login status. This ensures that users are served content tailored to their specific needs and preferences, allowing for a much more engaging experience. "The new personalisation features are something we were particularly excited about," said Gareth Playford, Senior Digital Engagement Manager at the RCP. "We've only just scratched the surface of what's possible, and we can already see the benefits in terms of engagement in delivering personalised experiences."

Breathing Life into the RCP Brand

The RCP had previously undergone a brand refresh in 2022, so our Experience Design team took this opportunity to build on the new visual identity. We hosted IA and User Experience (UX) workshops to ensure the RCP's brand values were translated into a world-class digital experience.

The process was meticulous, from restructured IA to optimised navigation, to developing a comprehensive web style guide. Dynamic features were introduced throughout the site, from animated icons to integrating the RCP shield motif, adding texture and interactivity. These elements have breathed new life into the site, creating a cohesive and engaging user experience. The design also brought the RCP's extensive colour palette into play, optimised for web accessibility and visual consistency.

We also designed the site to better support multimedia elements, such as video – a crucial feature for the RCP as they continue to embrace a more digital-first approach.