Royal Australasian College of Surgeons

The digital portfolio transformation of Australasia's largest medical college.

The Idea

Design a device agnostic, adaptive experience that allows surgeons greater accessibility of college features to perform the necessary CPD and general activity tasks.

Influence the invested stakeholders away from traditional forms of system processing towards a new fully immersive interactive utility, optimised for all screen types and distributed across all platforms.

Communicate and demonstrate the value behind new ways of discovering, exploring, sharing and interacting with real-time processed data.

Our Approach

RACS asked us to help craft a vision for an enhanced digital customer experience. They said they needed their digital portfolio for surgeons to be a point of orientation, action and a shared goal for the entire organisation. Through close collaboration, workshops and discovery sessions we immersed ourselves in the world of surgery: we studied the organisations customers at different stages of their engagement with the college, we interviewed RACS’s management team to understand the organisations strategic objectives.

Instead of focusing on a single service or device, we took a step back to build an understanding of the bigger picture. We mapped each and every connection between the surgeons and the college, taking it all into account; all the physical, digital and human touch points. We considered what had to be improved and made a list of services that should be designed and delivered in the future. At the end of each phase, every outcome designed was prototyped and tested with surgeons in hospitals and consulting suits for real contextual feedback and critique.


Our Solution

The new Royal Australasian College of Surgeons web based application delivers a standout market and regional digital experience that signals the intent of a complete digital portfolio transformation for the brand allowing the college to reconnect with their audience. We designed a customer centric, cross-device experience encompassing a new and improved visual user interface, interactive functionality and overall inviting tone of voice.