Research backed resonance:
Redefining how the National Business Officers Association Connects with Independent School Leaders
Delivered a massive content strategy and AI-integration governance plan driven by multi-tiered qualitative and quantitative audience research
To ensure the fiscal survival of independent K-12 schools, this initiative will dismantle NBOA's information silos using a comprehensive omnichannel content strategy and AI governance framework—transforming scattered email resources into an easily discoverable, role-specific digital toolkit for business officers.
Independent schools are facing existential financial threats (declining enrollment, rising costs, merger explorations). While members view NBOA as a crucial "security blanket," they couldn't quickly find critical resources due to information silos. Content was primarily pushed via overwhelming email digests rather than being easily discoverable on the site.
Stakeholder landscape: A highly fragmented audience matrix. NBOA serves diverse roles (CFOs, HR, Facilities, Controllers) across vastly different school sizes (<300 to 1800+ students), each requiring completely different strategic interventions.
Why it mattered: Independent schools rely on NBOA for fiscal survival. Ensuring business officers can instantly access financial modeling, HR compliance, and merger toolkits directly impacts the financial sustainability of schools nationwide.
129 survey respondents and 5 interview groups encompassing diverse roles (CFOs, Controllers, HR, Facilities, Heads of School) across schools ranging from <300 to 1800+ students.
Synthesis approach: Segmented qualitative and quantitative feedback into a matrix divided by Role, School Size, and Years of Experience to expose contrasting needs (e.g., Early Career vs. Mid-Late Career business officers).
Findings that surprised stakeholders: Uncovered the "Security Blanket" behavior where users actually rarely browse the site, but find immense value in simply knowing the resources are there. Also revealed that 89.26% of users rely exclusively on email to find new resources, proving that email is the primary UX gateway for the organization, not the homepage.
Design Research Sessions
Experience-based creation: Developed a holistic Omnichannel Content Strategy and Governance Plan connecting email digests, web portals, and physical publications into a unified learning system.
Information architecture choices: I actively designed for the "Security Blanket" behavior. Recognizing that users don't casually browse the site, but rather urgently seek specific documents (like financial models) when in crisis, I structured the content taxonomy to prioritize deep, rapid searchability.
Moments I changed direction: Acknowledged that email is the primary interface. Because 89% of users discover content via email, I shifted the strategic focus to optimize the email-to-web pipeline rather than solely trying to drive homepage traffic.
Content Strategy Plan
- What would not have happened without me — The strategic realization that the NBOA website operates primarily as a "Security Blanket." My research proved that members rarely browse the site casually; instead, they rely on NBOA's high-volume emails as the primary interface to find resources.
- I pioneered the "AI for NBOA" Governance Framework, establishing strategic guidelines for AI integration and content generation for independent school business offices. I also developed deeply segmented Audience Role Matrices, separating UX needs by Business Officer, HR, COO, and Controller.
- Independent K-12 school business operations, omnichannel content strategy, and digital governance planning.
- Judging the work of others: I executed a comprehensive Expert Website Review of the existing NBOA platform, rigorously evaluating their current UX patterns against the newly uncovered audience research
The National Business Officers Association will begin implementing the new design changes recommended from the content strategy and my expert website evaluation.
Led multiple strategic presentations to the NBOA board and stakeholders, including the "Audience Survey Insights," "Interview Findings," and the final "Content Strategy & Governance Plan" encompassing AI integration. Also produced a recorded video walkthrough of the Expert Website Review.
NBOA highlighted that an organization's most critical UI is often their email digest. Looking back, I would have integrated an even deeper audit of their email platform's UX/UI into the website review, rather than treating them as separate ecosystem parts.
What this changed in my practice
This project completely changed how I evaluate digital analytics. Uncovering the "Security Blanket" behavior taught me that low engagement metrics do not equate with low value. Users may rarely visit a page, but simply knowing an emergency financial template is there provides massive organizational value. I now incorporate qualitative value-metrics alongside quantitative traffic data.
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