Founded in 1898, the New Jersey Society of Certified Public Accountants (NJCPA) is the largest professional organization supporting the Garden State’s CPAs through a variety of education, networking, thought leadership, and advocacy initiatives.

In order to attract the next generation of accounting professionals, NJCPA needed to explore new ways to position itself in an industry that was experiencing a shift in values, and in a digital landscape where new technologies and platforms disrupt the way accountants learn and work.

After conducting discovery activities including stakeholder interviews, I led the work of synthesizing the research findings to identify new opportunities to enhance NJCPA’s digital strategy, and then guided the creation of conceptual designs that illustrate the key recommendations and help the team’s ideas come to life.

The team then translated the findings and recommendations into a digital roadmap that put a tangible, achievable plan around how these opportunities for digital transformation might be realized in the next year.