Problem
Strong baby-name editorial existed, but the value of that evergreen content was underutilised.
SELECTED CASE STUDY / ROLLERCOASTER.IE
Rollercoaster.ie Baby Names
Turning editorial demand into a baby names product experience.
Rollercoaster.ie already had strong-performing baby name editorial. The opportunity was to turn that demand into a structured product experience: something users could search, filter, compare and return to over time, while creating a clearer sponsor-ready surface for a valuable early-parenting audience.
Decision
Turn baby name demand into a searchable product with a clear content model, filters and stronger internal linking.
What it enabled
A clearer route from inspiration to shortlisting names, plus a more coherent destination for repeat browsing and sponsorship.
The opportunity
Baby name content was already one of Rollercoaster.ie's strongest editorial topics. It attracted search traffic, social engagement and repeat interest from pregnant users.
The opportunity was to convert one-off editorial reading into an ongoing discovery journey: a searchable baby name product that could support browsing, shortlisting, deeper sessions and sponsorship.
We had clear demand, but not yet a product.
The value proposition
User value
Search, compare and narrow names more confidently.
Editorial value
Connect high-performing articles to structured name pages.
Business value
Increase page depth, repeat visits and sponsor value.
DECISION 01
Designing the content model
The core design challenge was structural, not just visual. Existing baby name content was free text, so the product needed a clear content model before the interface could work.
I defined a Name content type that could work within the existing WordPress editorial workflow. A strong schema made the experience searchable, maintainable and scalable. It allowed the team to create consistent name pages, power filters, support internal linking and extend the product over time without redesigning the system.
Core fields
- Meaning
- Origin
- Pronunciation
- Gender
- Popularity where available
- Themes
- Related editorial links
DECISION 02
Search, filters and name pages
The experience was designed around fast scanning and practical shortlisting rather than deep reading. Users could search directly, browse through filters, open detail pages, and move between names and related editorial. The aim was to make the product useful quickly: compact name cards handled scanning, detail pages carried the context, and editorial links kept discovery moving.
Design decisions
- Start with filters the team could support confidently.
- Use editorial themes as a practical starting taxonomy.
- Make results scannable through compact name cards.
- Use name detail pages to show meaning, pronunciation, origin and related editorial context.
Creating the editorial loop
The strongest product idea was linking existing editorial demand into the structured database. Articles could link to individual name pages or themed name collections. Name pages could point users back to relevant editorial features.
This reduced dead ends, improved internal linking, supported SEO depth and created more reasons for users to continue browsing.
Editorial captured attention. The database helped users keep exploring.
Commercial logic
Baby naming is a high-intent, early-parenting moment. The product created a clearer destination for sponsorship than scattered individual articles.
- Section sponsorship
- Banner placements on results and name pages
- Consistent sponsor exposure across repeat browsing
- Clearer audience signal for pregnancy-stage advertisers
This project shows how I think about product design in content-led businesses: not just as page layouts, but as systems of user intent, structured data, editorial workflow, search behaviour and commercial value.
It also shows my ability to work within practical constraints: using an existing CMS, designing around editorial maintainability, reducing engineering overhead and shaping a product that could grow in phases.
- Turned proven content demand into a structured product concept.
- Designed the schema, search and filter experience, and editorial linking loop.
- Connected user discovery, CMS maintainability and commercial opportunity.
This case study focuses on product and UX strategy/design work completed before handover. Screens are representative recreations used to illustrate the thinking and proposed experience.
This case study focuses on product and UX strategy/design work completed before handover to engineering. Screens are representative recreations used to illustrate the thinking and proposed experience.