Designing for Long-Term Evolution

Supporting a digital platform through more than a decade of growth and change

Focus

  • Long-term product evolution
  • Platform migration
  • Content modelling
  • Search UX
  • WordPress development
  • Content strategy
  • Client partnership
Desktop UI balancing the needs of SEO and usability
Mobile Landing Page – Mobile-first refinements focused on search, navigation and content hierarchy.

I’ve worked with Ski Line, a specialist UK ski holiday company, for more than a decade, helping shape the platform through multiple stages of growth and change.

Over that time the project has evolved from maintaining and extending an existing Drupal platform to leading a migration to WordPress, improving content systems, refining user journeys and developing new search experiences.

The relationship has reinforced the importance of designing for longevity. Rather than treating websites as one-off launches, the platform has continually evolved through content improvements, UX refinements and technical enhancements.

Content Before & After – Content rewritten to improve clarity, usefulness and search visibility.

A prototype search experience combining destinations, countries and inspiration into a single interface.

Recent work has focused on improving how customers discover holidays, including redesigned departure-date selection and destination search experiences built around real booking behaviour rather than underlying data structures.The project continues today, combining content strategy, UX, development and ongoing product evolution.

The project continues today, combining content strategy, UX, development and ongoing product evolution.

Departure Date Picker – Redesigned around real booking behaviour, prioritising weekend departures and key seasonal dates.