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Case study

Designing a new search tool for a UK healthcare regulator

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Organisation type

Public sector

Sector

Health and social care

Service

Design

Websites

The brief

When you have back ache or other musko-skeletal issues, a registered chiropractor can really help you. But how do you find one? And how do you know they are bona fide?  

The answer is the new search facility on the General Chiropractic Council (GCC) website. The search facility is now designed with GCC branding and the user in mind. The GCC is an independent statutory body established by and accountable to Parliament to regulate the chiropractic profession. The GCC supports chiropractors and protects the public by ensuring high standards of practice in the chiropractic profession.  

What’s key is the GCC holds the list of registered chiropractors – so consumers can use the new search tool with confidence. 

Insights and approach

Featuring more than 4,000 chiropractors and searched more than 140,000 times in 2025, the GCC’s register is the most visited part of the GCC’s website.  
 
To improve the user journey, we reviewed and redesigned the register after running focus groups with chiropractors and the public. Our work included:  

  • Streamlining the register’s search function – by reducing the number of required inputs. 
  • Making search results more relevant – by displaying results in order of proximity to users. 
  • Simplifying results – by making key information more prominent and presenting select content at different stages of the user journey. 
  • Improving SEO – by creating dedicated search and practitioner pages. 
  • Refreshing the look and feel of the register – by applying the GCC’s new brand guidelines to bring the register up to date and make it easier to navigate. 

Results

Users say the new register is easier to use and generates more relevant results, more quickly.  

Find a Chiropractor | GCC 

Related case studies

Improving communication and perception in chiropractic regulation

General Chiropractic Council

Rebranding a global medical association 

European Association for Cardio-Thoracic Surgery (EACTS)

Creating attractive branding annually for a global conference

The European Association for Cardio-Thoracic Surgery (EACTS)

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