# American College of Surgeons — Portfolio

Partnered with Hugo & Cat to audit the American College of Surgeons's website, prioritize the migration of all content, and redefine ACS's voice, tone, and brand.

## Project Details

| Aspect | Details |
|--------|---------|
| **Client** | American College of Surgeons |
| **Team** | Hugo & Cat |
| **Role** | Sr. Content Designer |
| **Duration** | 2021 (6 months) |
| **Website** | [facs.org](https://www.facs.org/) |

## Challenge

As the world's largest surgical institution, the American College of Surgeons struggled to maintain a labyrinthine, legacy website with dozens of divisions and thousands of disparate pieces of content. Since they catered to medical professionals as well as patients, the tone of ACS's materials often wavered, resulting in confusion and inconsistent UXs.

## Task

- Audit the entirety of the ACS website and re-organize its navigation and hierarchy
- Review wireframes and prototypes for homepage, landing pages, and templated pages
- Participate in multiple rounds of UX research with volunteer users
- Pitch major stakeholders on improvement themes and prioritize content for migration

## Results

- Within 9 months, ACS saw a **40% increase in member applications** and **42% increase in average session duration**
- ACS renewed its contract with Hugo & Cat for expansion of patient-centric content
- Between 2022 and 2024, ACS surged **from 84,000 to 93,241 members** across 144 countries

## Takeaways

Everyone on your team should have some stake in your work. Co-design sessions are some of the best ways to tap into the creativity of your entire team. When someone can see their mark in the final product, they'll care that much more about it.