Improving Discoverability Through Information Architecture
Reorganising a tourism platform to make destinations and experiences easier to explore
What this project is about
Reorganising the information architecture of a tourism platform to improve discoverability and engagement across devices.
Role: Product Manager / UX lead
Scope: Platform navigation and content discovery
The tourism platform contained a large volume of content covering destinations, accommodation, experiences, and travel routes.
However, navigation had grown fragmented over time. Users struggled to explore the platform and discover relevant content.
The issue was not a lack of information but a lack of structure.
Prioritise information architecture before visual redesign.
By restructuring how content was organised and navigated, the platform could support the exploratory browsing behaviour typical of tourism discovery.
- conducted a heuristic evaluation of the site
- audited the platform’s content structure
- used card-sorting exercises to reorganise categories
- defined a new navigation hierarchy focused on discoverability
- redesigned key flows using a mobile-first approach
The new architecture simplified navigation and made it easier for users to explore destinations and travel experiences.
The project reinforced a key product principle: many usability problems are actually information architecture problems.