Case Study: Keratoconus Group
Modernising a 20-year-old charity through accessible digital transformation
The Challenge:
Keratoconus Group is a UK charity supporting people living with keratoconus, a degenerative eye condition that affects vision. When the organisation first approached me, they had a clear sense that things needed to change digitally – but they weren’t quite sure where to start.
The charity had been supporting its community for decades, but much of its digital infrastructure hadn’t evolved alongside it. Their website was more than 20 years old, there was no active social media presence, and communication with members largely relied on legacy systems such as forums and paper newsletters. There was also no structured digital community where people living with keratoconus could connect, share experiences, or access support online.
Accessibility was another crucial factor. Keratoconus affects vision, meaning a large portion of the charity’s audience lives with partial sight or visual impairment. Any digital improvements needed to prioritise accessibility from the very beginning.
The Strategic Approach
What began as a request for help with a new website and social media quickly became a much broader digital transformation project.
1. Accessible Website Redevelopment
- Conducted user journey planning to improve navigation and resource discovery
- Implemented accessible design principles (font, colour contrast, layout)
- Updated visual identity elements (refined colour palette and typography)
- Built clear pathways to increase engagement with events, resources and story submissions
Accessibility and usability were prioritised at every stage.
2. Social Media Strategy & Brand Framework
- Developed core content pillars aligned to audience needs
- Created branded templates to ensure visual consistency
- Introduced educational and community-focused content
- Established regular posting cadence from zero baseline
The aim was to expand reach while building trust within a sensitive community.
3. WhatsApp Community Initiative
A key innovation was the creation of a structured WhatsApp community to support peer-to-peer engagement.
This included topic-specific groups:
- Contact lenses
- NHS services
- Funding
- Corneal transplants
Eye care practitioners were invited to participate (with appropriate safeguarding and medical disclaimers), strengthening the credibility and value of the community.
4. Organisational Mindset Shift
The charity had operated within legacy systems for over two decades.
Ongoing support included:
- Digital skills confidence building
- Demonstrating measurable impact of online engagement
- Encouraging adoption of modern communication tools
- Supporting leadership decision-making around digital growth
Measurable Impact
Additionally:
- Increased attendance at events
- Greater resource engagement
- Active, growing WhatsApp community
- Improved digital confidence within leadership
An Ongoing Partnership
This project continues to evolve as an ongoing collaboration. I continue to support the charity across social media management, blog content creation, website maintenance, and the development of new digital initiatives.
Together, we’re continuing to build a digital presence that supports the charity’s mission and makes its resources more accessible to the people who need them most.
The project demonstrates how thoughtful strategy, accessibility-led design, and community-focused digital tools can help modernise a long-standing organisation – while preserving the heart of what it does.
Hear What They Have to Say
“As a charity we have had the pleasure of working alongside Digital Optics for the past year or so, and during this time, we have been consistently impressed with her exceptional work ethic and dedication to her craft.
Ellie’s expertise in digital marketing encompasses a wide array of skills, including SEO, social media management, website management, and digital systems.
In addition to her technical skills, Ellie has cultivated a strong professional network that enhances her ability to connect with industry leaders and journals/events. Her ability to stay ahead of trends and adapt to the ever-evolving digital landscape has significantly contributed to our marketing success, while her creativity and kind-heartedness has made her a pleasure to work with.
I wholeheartedly recommend Ellie Jarman for any digital marketing endeavours. Her commitment to excellence and comprehensive industry knowledge makes her an outstanding asset to any team.”
– Steve Graham, Charity Chair