The Eye Bank Association of America’s website served two audiences with needs on the opposite ends of a spectrum: Eye banks needed to be continually educated on best practices while the public interested in cornea donation needed to be encouraged to do so. The problem we needed to solve was how to make sure content for these audiences was presented in clear, accessible way beyond following best practices.
Following font size, color contrast, and other best practices is only part of it. We wanted to be sure that readers of restoresight.org connect with stories of eye donation, while also supporting the practitioners at eye banks by getting them the essential resources they need.
Seeing the Stories of Eye Donation
On average, EBAA eye banks provide tissue for more than 85,000 life-changing, sight-restoring corneal transplants each year.
Through our discovery sessions with the EBAA team, it was clear that in addition to organizing member content, we had to tell the stories of the impact of eye donation and member successes. By migrating various types of content that existed on the old site into a new structure, and leveraging WordPress’ innate blog functionality, we could bubble up the stories throughout the site. This gives an aspirational tone to the content, reminding everyone why the work eye banks do is so important.
With custom WordPress Blocks for stories, member news, and events, the team can easily add this content to any page or post on the site. On the homepage this also allows the top section — or hero area — to adapt to EBAA needs.
The new site organization, paired with leveraging WordPress to support editorial goals, makes the site easier to maintain for the EBAA staff and the content more accessible for users.
Celebrating the Work, Brightly and Proudly
EBAA is the world’s oldest transplant association, and eye banking has been in practice for more than a century. The previous site visualized that history in a timeline, but it was locked into a plugin and difficult to update.
Using WordPress blocks, we were able to make it easier for the team to update and have it look good on devices of all sizes.
Leading the eye with color and pattern
For a content heavy website, photos aren’t always a necessity. EBAA had a number of great photos, but it’s possible to run into a case of everything feeling the same. This can create change blindness which prevents readers from staying engaged in the content.
Rather than locking the team into a design relying on stock photography that can quickly grow stale, we focused on creating a light and airy design and adding visual interest with elements that draw inspiration from their logo and other collateral. We also kept the design approachable via the use of color, icons, original photos, and video.
Sarah and Mal were exactly the team we needed to update a website that was last rebranded in 2015. They guided us through the difficult and fraught process of taming the overgrowth of content that had accumulated and helped us organize and present the remaining content in ways that make sense to our members and to the public alike. They’re also just nice people who are a pleasure to work with; which is important on projects like this. I’d recommend Rocketkoi to any association in need of a refresh or a redesign.