Overview
Led a comprehensive review of site architecture, metadata and user interaction for a US medical association, creating a simplified navigation structure grounded in user research and traffic analysis. Delivered a restructured information architecture, metadata framework, and content governance model improving findability for members, practitioners and researchers across a large and complex digital estate.
Who This Is For
Medical associations, healthcare membership bodies, or professional organisations with 500-5,000 members managing complex digital content across member services, clinical resources, and public health information. Typically operating a website where content has grown without a coherent information architecture, creating poor findability for members, practitioners, and researchers.
The Challenge
The medical association website has grown organically over many years, accumulating content across member services, clinical guidance, research, events, and public information without a consistent structure or taxonomy. Members and practitioners cannot find what they need. Site navigation reflects internal organisational structure rather than how users think about and look for information. Analytics reveal high bounce rates and poor task completion but the organisation lacks a framework for redesigning the architecture.
What We Propose
User Research & Analytics Review - Analysis of how members, practitioners, and researchers currently use the site identifying navigation failures, search patterns, and content gaps. Information Architecture Redesign - New navigation structure and content organisation designed around user mental models and task completion rather than internal organisational structure. Metadata Framework - Metadata schema and taxonomy enabling consistent tagging of clinical, research, member, and public content for improved search and discoverability. Content Audit & Rationalisation - Inventory of existing content identifying what to keep, consolidate, update, or retire before migration to the new architecture. Governance Model - Editorial ownership and content lifecycle management standards for maintaining architecture quality as the site continues to grow.
Why It Matters
Member experience - A website that helps members and practitioners find what they need quickly and confidently. Content findability - Navigation and taxonomy that surface the right content for the right audience at the right moment. Clinical credibility - An architecture that reflects the professionalism and authority of the association. Sustainable quality - Governance standards that maintain information architecture quality as new content is added.
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