NJCPA UX and content strategy
Role: Content strategist, information architect
Challenge: Revamp the design and digital strategy of local CPA society NJCPA’s website to engage digital native Millennial audiences while continuing to serve the needs of the more traditionally-inclined Baby Boomer members.
Timeline: 3 months
Approach: We conducted stakeholder interviews to gain a deeper understanding of client needs. I synthesized this research and identified the key themes that resonated with the majority of stakeholders. The primary goal was to pivot the NJCPA brand positioning so the organization could better serve its new target audience of tech-savvy, early-career accountants—an audience that had to be convinced that traditional professional societies could keep up with their needs.
I then conducted a massive content audit using Google Sheets. I reviewed and documented the existing 150-page website and a separate community forum site, plus social media accounts and marketing assets.
After digesting the content audit findings, I reviewed key business and marketing strategy assets provided by the client, such as their messaging guide, target audience purchase behavior findings, and their strategic business plan. This gave me an excellent idea of how stakeholder goals align with the overall organizational strategy and annual plan, and I used this information to inform some deeper demographic research and competitive analysis, and to create personas.
To put all of these findings into a digestible final presentation deck, I collaborated with the UX lead and engagement lead in strategy brainstorming sessions and owned the content strategy of the deck.
Deliverables:
• Demographic research (G Suite)
• Competitive analysis (G Suite)
• Content audit of 150+ site pages (G Suite)
• Information architecture and wireframes (Adobe CC)
• Content strategy for digital presence, including website, social media, and emails (G Suite)
• Messaging strategy and copywriting (G Suite)
• Digital strategy roadmap (G Suite)
View more of my work
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