Transforming a fragmented UI into a high–impact learning tool that lives up to the brand's reputation

The status quo: a powerful resource undermined by an unrefined interface

AO had already taken the first step of digitising decades of medical expertise. But the experience lacked cohesion. Complex information was hard to absorb, navigation felt unintuitive, and the visual design didn't meet modern expectations — especially for a brand associated with clinical excellence. There was a clear gap between the value of the content and the quality of the interface delivering it.

The challenge: refine without compromise

We needed to elevate the product experience without losing the rigour or structure of the source material. That meant improving clarity, accessibility, and interaction design — while staying medically precise, WCAG–compliant, and aligned with international audiences at different levels of digital and clinical literacy. Every improvement had to serve a diverse user base and support flexible, on–demand learning.

Our approach: focused interventions, guided by learning behaviours

We began with interviews across AO's clinical and education teams to understand how surgeons were engaging with the content. From there, we restructured the interface around three high–value learning modes: Learn, Quiz, and AI Tutor. We simplified information hierarchies, iterated on chapter and summary layouts, and designed modular, accessible UI components. The AI Tutor was developed as a central feature — allowing users to search, ask questions, and receive plain–language guidance, audio playback, and teaching prompts. We also designed an AI–assisted presentation builder, enabling clinical leaders to quickly create tailored presentations for different audiences with minimal effort.