A medical association site serving two audiences who need completely different things from the same domain.
01
Clinicians arrive for guidelines, events and membership. Patients arrive frightened, looking for plain-language information about a condition they have just been given a name for.
One navigation was trying to serve both, and it was serving neither. Patient-facing pages were buried under professional resources.
02
The split happens at the top level and is stated in plain words rather than jargon, so nobody has to guess which side of the site they belong on.
Patient content was set at a deliberately larger base size with shorter measures and no medical abbreviations left unexpanded. Accessibility here is not a compliance exercise — the audience skews older and often unwell.
03
Documents and guidelines are the association's real currency, so the resource library got a proper structure: filterable, linkable, and possible for a committee member to update.
Delivered as front-end work inside the agency's platform and release process.
Indicative figures — replaced with the client’s own analytics once supplied.
