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Tomayto v. Tomahto: Localization + User Intent
Challenge
The client wanted to grow organic traffic from UK users — their key audience.
Discovery
A content audit uncovered a geographic mismatch: The site was targeting North American search, leading to low-quality traffic.
Strategy/Solution
I localized the content strategy using UK-specific search data and linguistic nuances to align with the target user’s search intent.
Results
Year over year, the site saw a 62% increase in organic sessions from UK users. Organic views grew 51%, and organic engagement edged up 6.9%. The site’s ranking for UK page-one keywords surged 83%.
IA Inception: Information Architecture + User Experience
Challenge
A travel-marketing client wanted to “future-proof” their site for scalability, but the existing IA had grown chaotic. Over 10 years, the regions and neighborhoods section had morphed into an inconsistent, five-tier hierarchy that was hard for users to navigate.
Discovery
A pre-build UX audit and heat mapping confirmed the tangled hierarchy relied on unintuitive internal naming that didn’t match user search data and was confusing for users to navigate. This crucial section was also stashed under a generic “Explore” menu item.
Strategy/Solution
I collaborated with the build team and stakeholders to collapse the IA into two clean categories: Regions and Neighborhoods. To fix the UX issue, I gave the section a dedicated central landing page and spot in the main nav to serve as a high-level entry point where users could orient themselves before exploring specific regions and neighborhoods.
Results
I collapsed the hierarchy from five levels to two, creating an obvious user journey that eliminated decision paralysis and significantly reduced cognitive load.
The new hierarchy ensured that 100% of high-intent destinations were accessible within two clicks of the main regions hub, eliminating the dead ends and unintuitive sub-menus that frustrated users.
Standardizing the hierarchy created a predictable interface: Once a user navigated one area, they instinctively knew how to navigate the rest, allowing them to rely on recognition and removing the burden of recall.
The Fast Lane: Retention via Trust Building
Challenge/Discovery
Path exploration revealed users were getting trapped in circular navigation paths — or loops — triggering rage searching. This friction was caused by unclear hierarchy in the primary and secondary nav, compounded by a hard-to-find on-site search feature.
Strategy/Solution
I restructured the navigation to align with user search and intent for high-value topics, ensuring all core content was accessible within three clicks. To solve the rage search issue, the on-site search was elevated to a prominent position adjacent to the primary navigation on both desktop and mobile — rather than leaving it buried in the secondary menu — empowering users to find the content they need.
Results
In the first six months since implementation, rage searches on pages dedicated to high-value topics dropped by 9.4%, shifting the experience from friction-driven searching to intentional discovery.
Path explorations showed that navigation loops decreased by 7.7% on pages dedicated to high-value topics.
User empowerment grew, and on-site search from the homepage increased 4.9%.
By fixing these navigation loops, I stopped users from hitting dead ends and leaving the site frustrated. Removing that friction and putting them in the fast lane to the info they needed didn’t just make the site easier to use — it built the trust to keep users coming back.