Digital transformation to celebrate 100 years
British Chiropractic Association (BCA)
UX design / UI design / Web design / User testing / Drupal development by Heavy Penguin
1 kick off-workshop. 3 personas created. 1 new sitemap. 2 tree tests. 180 remote participants. 3 breakpoints designed. 144 pages wireframed. 144 pages designed. 200+ components designed. 3 prototypes built. 1 membership sign up optimised. 3000+ records migrated for ‘Find a chiropractor’ search. 2900 users accounts migrated. 40+ reusable and accessible components built. 20+ webforms migrated and/or built. 10+ custom feeds created to import data from CRM.
New website to focus on delivering membership value
The previous BCA website attempted to address all of their audiences equally, and left members uncertain about whether content was intended for them, other healthcare professionals or patients. The new website eliminates this ambiguity by placing members at the heart of the experience. Every aspect of the site is designed with their needs in mind, from easily accessing essential clinic guides to attending webinars that support their CPD, ensuring a more seamless and valuable user journey.
New navigation focused on (and tested with) members
To enhance the user experience and ensure seamless access to member benefits and content, a new website structure and navigation was essential. To validate this redesign ahead of launch, we conducted rigorous tree testing with BCA members. By setting a series of common tasks, we assessed the clarity and effectiveness of the new structure and labeling. The results confirmed that the improved navigation enabled members to effortlessly find the resources they need, offering a more intuitive and user-friendly digital experience.
Encouraging member acquisition by making member only content visible to all
Previously hidden within the members' area, valuable content from the BCA is now prominently accessible via the primary navigation. This enhanced visibility showcases the full breadth of resources available to BCA members, highlighting the association’s commitment to supporting chiropractors in their professional roles. By making this wealth of information openly discoverable, the BCA not only reinforces the value of membership but also strengthens member acquisition efforts - allowing prospective members to see firsthand how these resources can benefit them, whether as employees or clinic owners.
“Hancock & Rowe’s expertise in user experience and the membership sector was key to transforming our website. Their research-driven UX strategy and user-tested navigation ensured a seamless, member-focused experience.
From optimising sign-ups to making key resources easily accessible, every decision was guided by insights from our members. The result is an intuitive and engaging platform that truly delivers on our members’ needs.”
Lisa King, Marketing Director, British Chiropractic Association (BCA)
First major touchpoint for the new British Chiropractic Association brand
The BCA embarked on a transformative rebrand to solidify its position as the leading UK association for chiropractors committed to a patient-first approach. While the previous website offered only a light touch, the rebrand presented a powerful opportunity to shape the future of the BCA’s identity. The new website serves as the cornerstone of this evolution, setting the tone for the brand’s development while delivering a platform designed entirely around the needs of its members.
More work
-
Helping GP practices easily find content
Cambs LMC | Website
-
A world first for corporate global travel
mysa | Booking Platform
-
A new booking flow to increase conversions for members
Stay in a Pub | Booking Flow