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From Our Client
Our new website is a testament to how well Digital Pulp worked to fully understand us, and how their innovation and creativity helped us better tell our story.
- Michael Buckley, BrightFocus Foundation Vice President, Public Affairs
The Challenge
The BrightFocus Foundation funds major research initiatives into advanced brain and eye diseases. As a leading provider of both day-to-day patient support and far-reaching research, BrightFocus needed a website that would project compassion to patients and invite scientists to engage. The audiences were diverse, with many distinct but related objectives: patients struggling with eye or brain disease need clear and accessible medical information, while scientists want to stay current about highly technical research. Many users are older or live with visual or cognitive impairment. For a new site to be successful, clarity and accessibility were essential.
The old BrightFocus site was neither. There was no clear delineation between the foundation’s three distinct disease research areas—Alzheimer’s, Macular Degeneration and Glaucoma—and no clear pathways for users to find what they needed. Visitors weren’t able to search for and find the content they were looking for.
Our challenge was to highlight BrightFocus’s vast knowledge inventory within a streamlined, modern site that guides each distinct group of stakeholders to relevant information.
The Solution
Our organized and flexible design invites visitors in with unique visual branding for each disease. Information about Alzheimer’s Disease, for example, is clearly distinct from research into Macular Degeneration. Visitors can easily navigate separate user pathways: patients and caregivers can find accessible, rigorously researched information presented in videos or short text boxes, while researchers and users who want to know more can dive deep into the details of specific research. Our accessibility menu allows users with vision or cognitive challenges to adjust their visual experience with several different controls.
BrightFocus’s useful medical information attracts users to the site and the new design and CRM invites them to engage, signing up to receive updates about their disease interest and even make donations. As a revenue-generating tool, the new site integrates giving opportunities seamlessly into each content page, weaving engagement elements into the design side-by-side with relevant medical content. We coordinated with multiple BrightFocus teams and vendors to create this streamlined donation interface, which boosts the site’s revenue generation.
The Result
The user pathways we created to feature BrightFocus’s useful information keep visitors on the site and create engagement results. Our new design reaches out to varied BrightFocus audiences and meets them where they are, as patients or as medical researchers, offering beautifully executed custom user pathways. Complexity made accessible.
