Birdfact

Birdfact already had a substantial audience and a deep catalogue of trusted content. The challenge was to create room for a more useful product without sacrificing familiarity, performance or the search visibility built up over years.

It needed to serve two very different moments: a quick answer from search, and a richer experience for someone identifying a bird or building their knowledge over time.

I treated the work as a product transformation rather than a visual reskin. Content structure, search journeys, identification and personal features were designed as one system, with a clear path from a public answer to a lasting user relationship.

Migration planning sat alongside product design from day one. Existing URLs, content relationships and search intent informed the new architecture so innovation did not come at the cost of discoverability.

A modern product foundation that can support image, audio and conversational experiences while keeping editorial content fast, structured and easy to discover.

The work brings publishing, personalisation and intelligent identification into one coherent platform — built for the existing audience and the next stage of the business.