Case study

The British Society of Gastroenterology

Founded in 1937 The British Society of Gastroenterology (BSG) is a registered charity with over 3,000 members.

Focused on the promotion of gastroenterology and hepatology within the UK, its membership is drawn from the ranks of physicians, surgeons, pathologists, radiologists, scientists, nurses, dieticians, and others interested in the field.

BSG is a leading force in British medicine, with representation within the British Royal Colleges, the Department of Health and the Government.


The objective of the new site is to grow the community by improving engagement for existing members, attracting new members’ and building the reputation of the society.

This was an exciting front-end / user experience task focused on simplifying the complexity of the organisation, so it is easier to see the derived benefit of becoming / staying a member.

Helping users to efficiently self-serve content from an extensive library of guidance and documentation allows BSG to be the voice for gastroenterology and hepatology within the medical profession. This in turn support the agenda to deliver better care and outcomes for patients both nationally and globally.


January 2020 compared with January 2019


Increase in time on site


increase in organic sessions


increase in total users


We delivered an extremely flexible modular website which allows for unique and distinctive page layouts to be created easily, without the constraints of rigid page templates.

The flexible modules are used to create rich landing and content pages, provide useful internal signposting, and to help navigate the deep architecture.

The site is built using the WordPress Content Management System and has been extended using a number of leading plugins to provide features including: a membership portal, payments, recruitment gateway, events calendar, gated content, forum, knowledge hub and more.


Core features included:

  • UI & UX design and front-end development
  • Flexible modular templates
  • Data / content migration
  • Performance optimisation / plugin management
  • AWS hosting & Cloudflare
  • MS Dynamics integration / 3rd party liaison
  • Phased delivery and launch

Content and IA

We focused on delivering the best possible user experience and making it easy to extract content from deep within a complex hierarchy and significant volume of data.

By getting under the skin of the organisation at the start of the project it allowed us to ask lots of questions to help the user journey planning, and end user experience. This ensured that all critical content was sectioned off and clearly sign-posted.

During the design process we explored signposting users deeper into the site and cross-pollinating content across different specialisms.

Interface design

We gently evolved an existing branding and style guide to achieve a suitably trustworthy, ethical and clinical presentation of the organisation.


BSG CEO Mark asked me to pass on his thanks for our hard work and commitment getting their new site built and launched, they've had some great feedback and are really happy! So well done everyone, if was a great team effort to deliver this large members portal on time. There were plenty of challenges but we've done a great job!

Christian Scott – Head of Project Delivery, Granite 5

Thank you for all of your help, patience and support in delivering our lovely new website, I'm sure it's going to have a positive impact on the society and for our members.

Carol Wolrich – Interim Director of Marketing, British Society of Gastroenterology