A leading Irish health insurer was migrating to Adobe Experience Manager (AEM) as part of a major website redesign and digital transformation. Moving to an enterprise CMS of this scale requires the organisation to fundamentally rethink how content is structured, owned, and governed. Before the new architecture could function properly, the content estate needed to be understood, classified, and prepared for a more structured, scalable way of working. Accenture was leading the transformation and brought me in as the content strategy specialist embedded in their UX team to help deliver that work.
My role
My remit was to lead the content strategy workstream end-to-end. This meant making sense of the existing content estate, defining how content should be structured and governed going forward, and delivering the frameworks that would keep it consistent and scalable after launch. I owned four interconnected deliverables: content audit, content taxonomy framework, content framework, and workshop facilitation.
My process
I structured the engagement in three phases.
Discovery
I began with a thorough content audit: assessing what existed across the site, how it was structured, and what the migration needed to account for. I followed this with stakeholder interviews across the organisation to understand how content was created, who owned what, and where governance broke down. I also conducted competitor and industry research to identify best practices and relevant benchmarks.
Taxonomy Framework
Working from the audit and discovery findings, I developed a content taxonomy framework: a clear categorisation of all content across the organisation, defining categories, ownership, and how assets should be stored, referenced, and accessed. This gave the organisation a shared classification system for the first time.
To pressure-test the taxonomy and build internal buy-in, I facilitated a structured stakeholder workshop: one day planning, one day delivery, one day synthesising outputs.
Content Framework
The second major deliverable was a comprehensive content framework covering:
- Voice and tone guidelines, including a glossary of terms and usage standards
- Content creation guidelines grounded in the taxonomy and classification system
- Channel strategy: which channels were right for this organisation, and how, what and when to publish
- Workflow and publishing process: defining who does what and when
- Measurement framework for ongoing optimisation and learning
Throughout, I worked in close collaboration with the UX designer and user engagement specialist, ensuring content decisions were grounded in user research and feasible within the AEM (Adobe Experience Manager) environment.
Result
I delivered two structured frameworks — taxonomy and content — that gave the organisation a clear foundation for the redesigned site: consistent categorisation, defined governance, and practical guidelines for everyone involved in creating and managing content.
The engagement was delivered to the standards Accenture requires for enterprise client work; rigorous, well-documented, and built to be handed over and used. The frameworks provided clarity that had not previously existed: a shared content language, defined ownership, and a scalable system for content creation and governance going forward.
What I brought to this project
- Content audit and assessment at enterprise scale
- Taxonomy design and content classification systems
- Content governance modelling (ownership, access, standards)
- Stakeholder workshop facilitation and synthesis
- Voice, tone and content creation guidelines
- Channel strategy and workflow design
- Measurement framework development
- Embedded collaboration with UX teams on digital transformation projects
- Working within AEM (Adobe Experience Manager) environment
- Delivering to consultancy-grade standards under Accenture
