tiney

As tiney grew, the website had become difficult to scale. Content had evolved over time, pages lacked consistency and it wasn't performing as well as it could as an organic acquisition channel.

The challenge was to create a website that worked harder for both sides of the marketplace, firstly helping more parents find safe, high-quality childcare and secondly, for more people to discover childminding as a sustainable, profitable and rewarding career.

Rather than refreshing a handful of pages, I redesigned the website as a scalable system.

Working closely with Marketing and Engineering, I helped create a more consistent design language, simplified the user journeys and introduced a reusable web component library that made it much quicker to build new landing pages and campaign content by other members on the Growth team.

Alongside the redesign, we restructured content around user needs and search intent, making it easier for people to find the information they were looking for while improving the site's visibility in organic search.

The website wasn't just a marketing asset, it was where parents could find childcare, and where people could enquire about becoming a childminder, so it was seen as a growth channel.

Every improvement needed to make it easier for people to discover tiney, understand what we offered and take the next step, while giving the team the flexibility to evolve the site as the business grew.

It shifted the website from a collection of individual pages to a scalable system that supported long-term growth, reduced reliance on paid acquisition and made future updates faster and more consistent.