BSAVA
Defining the foundations for a modern, scalable digital member experience.
- Services
- DiscoveryUser ResearchStakeholder Engagement Technical AuditService MappingStrategic RoadmappingExperience Alignment
- Industry
- VeterinaryProfessional Membership Organisation
BSAVA engaged us to bring structure, clarity and alignment to a complex digital landscape at a pivotal point in its evolution. The discovery phase focused on creating a shared understanding across business and technology stakeholders, ensuring that future decisions could be made with confidence and supported by evidence.
By consolidating insights from across the organisation and translating them into a coherent strategic direction, we enabled BSAVA to move forward with a clearly articulated vision and a practical plan for delivery. This established the groundwork for coordinated execution across teams, reduced ambiguity in decision-making, and ensured that subsequent phases of the programme are anchored in agreed priorities and measurable outcomes.
The result is not just a direction of travel, but an aligned organisation ready to deliver transformation in a structured and scalable way.
Where they began
The British Small Animal Veterinary Association (BSAVA) had a clear ambition to evolve its digital ecosystem to better serve veterinary professionals through more accessible, integrated and personalised experiences.
Over time, BSAVA’s digital estate had grown organically. Multiple platforms supported key services including membership, education, events and clinical resources, but these systems operated largely in silos. This fragmentation created challenges in delivering a seamless user journey, limited the organisation’s ability to scale new offerings and introduced inefficiencies in content management and operational workflows.
A key friction point within this landscape was the lack of a unified ecommerce experience. Members often encountered disconnected purchasing journeys across products and services, highlighting the need for a single basket approach that could support transactions spanning memberships, events, learning content and physical goods within one coherent flow.
There was also increasing demand from members for a more intuitive and unified experience, one that reflected the breadth of BSAVA’s value while being easy to navigate across devices and touchpoints.
The opportunity was to step back and take a strategic view to understand user needs, audit the existing technology landscape and define a future-ready architecture that could support BSAVA’s long-term vision. Central to this was aligning with BSAVA’s strategic adoption of a MACH architecture approach as a key delivery mechanism for flexibility and scalability. This meant moving beyond incremental improvements and instead establishing a clear, evidence-based foundation for transformation.
Where they are now
BSAVA has completed a comprehensive discovery phase, providing clarity on both the current state challenges and the future state direction of its digital platform.
A key outcome of the discovery was the definition of a unified digital vision centred around the member. This included identifying opportunities to streamline journeys across education, events and membership, and to better connect content and services through a more cohesive platform approach. The introduction of a single basket ecommerce model was defined as a critical requirement, enabling members to access and purchase across BSAVA’s full range of offerings through a single, seamless transaction experience.
From a technical perspective, the discovery established principles for a more modular and scalable architecture aligned to MACH principles. This included recommendations to decouple front-end experiences from back-end systems, improve interoperability between platforms and introduce more flexible content management capabilities to support rapid iteration and reuse.
Since the completion of discovery, the programme scope has evolved to reflect broader organisational ambitions. This includes extending the transformation to encompass BSAVA’s mobile app experience, ensuring consistency across web and mobile touchpoints. In parallel, the introduction of an orchestration platform has been identified as a key enabler to coordinate services, manage integrations and ensure a coherent experience across the ecosystem.
The result is a well-defined foundation for transformation, with a shared understanding across stakeholders, a validated direction for user experience and technology and a structured plan to guide the next phases of delivery.
YuMove