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OUTDATED TO MODERN

An outdated website modernized for chiropractic specialists

It got a modern look plus a membership portal at no extra cost.

See the before and after
Client

College of Chiropractic Orthopaedic Specialists (Canada)

Contact

Dr. Patricia Tavares (President)

Type

Specialty college

Scope

ICP research + brand voice + MoSCoW prioritization + full website rebuild with a members portal

Brand Voice

Parent

Result

About 3% edits on the first wireframe. A membership portal added at no extra cost.

TRIAGE THE WISHLIST

Triage the wishlist. Treat the must haves first.

A good clinician treats the urgent problem before anything else. Must Have Should Have Could Have Won’t Have (MoSCoW) prioritization did the same for every website request. Must haves went first with zero debate. The membership portal fit in afterward at no extra cost.

"Fire and Wood updated our website with a modern and intuitive look, and by using a prioritization model, added a membership portal at no extra cost. On top of that, they took a very technical topic with specific language and immediately conveyed our intended messaging by following their process for brand voice and reader types."

Dr. Patricia Tavares, BSc, DC, FCCOS(C)

President
College of Chiropractic Orthopaedic Specialists (Canada)

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MUST SHOULD COULD

The portal was a could have. It shipped anyway.

1

Must Haves
  • Ability to edit site in-house
  • Ability to download college bylaws
  • Steps for application process
  • Ability to download application documentation
  • Continuing education links
  • Updated membership lists (regular members + retired members + others)

2

Should Haves
  • Updated Board of Directors (including headshots)
  • Membership admin access
  • Graduate Studies application form

3

Could Haves
  • Membership application form
  • Membership portal
CLEAR AT LAST

Technical topic. Plain messaging. Here's the difference.

The old site explained chiropractic orthopaedics like a textbook. The new one invites people in.

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OLD HERO

Three generic words could have belonged to any clinic in Canada.

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NEW HERO

The new headline makes REP the bridge from injury to recovery.

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OLD APPLICATION PAGE

A stack of links made applying feel like homework.

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NEW APPLICATION PAGE

The new page asks future specialists to join the profession.

MORE FOR LESS

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