NCACPA.org taxonomy
Restructuring content for relevance, reuse, and real user needs
The Challenge
The North Carolina Association of CPAs website was a content graveyard—outdated structure buried valuable resources, inconsistent tags frustrated users, and busy accountants couldn't find what they needed. The site required a complete taxonomy overhaul that would work across CMS, CRM, and analytics platforms.
My Role
Lead Content Strategist | ~6 months
Partnered with Information Architect and marketing team to drive content research, develop tagging logic, and design personalized dashboard experiences.
The Approach
Comprehensive Research
Conducted 10 weeks of stakeholder interviews, user research, and large-scale card sorting (57 participants) to understand how CPAs actually think about and organize content
Strategic Taxonomy Design
Manually tagged 5+ years of legacy content using research-validated structure that scaled across multiple platforms and tools
Personalization Framework
Designed dashboard prototypes showing how new taxonomy could enable dynamic content delivery based on member interests and CRM data
Key Outcomes
✓ Transformed content discovery through research-validated taxonomy that matched user mental models
✓ Enabled cross-platform reuse with tagging model adopted across CMS, CRM, and analytics
✓ Reduced operational burden by eliminating manual content categorization for staff
✓ Created "Young CPA" persona adopted organization-wide to shape programming and outreach strategy