Chartered Professional Accountants
PATHTOCPA.CA — a recruitment platform for the next generation of accountants, structured around the three things visitors actually arrive to do.
- Web design & UI system
- 2022
- Information architectureUI systemResponsive web design
“Three reasons people arrive. Three answers, immediately.”
The problem
Recruitment sites for professional bodies tend to be organised around the institution's org chart rather than the visitor's question. Students, career changers and employers were all landing in the same undifferentiated wall of information.
The thinking
Structure the platform around the three things visitors actually arrive to do, then design a UI system disciplined enough that every future page falls into one of those paths automatically.
The result
PATHTOCPA.CA — a responsive platform with a component library the client can extend without a designer in the room. Placeholder copy pending final traffic and application figures.
“Three reasons people arrive. Three answers, immediately.”
What this work holds onto
Answer the question asked
Each entry path resolves the visitor's actual reason for arriving before it introduces anything else.
A system, not a set of pages
Type scale, spacing and components are defined once so new content inherits the design instead of negotiating with it.
Credible, not corporate
Professional enough for the designation, human enough for a nineteen-year-old deciding what to do next.
Lead with the visitor's next step.
Don't lead with the organisation's history.
Reuse the component.
Don't invent a one-off layout for one page.
PATHTOCPA.CA
PATHTOCPA.CA