UK Shortlists
A practical shortlist site built to help people get to a good answer faster — less wandering, less comparison fatigue, more clear recommendations.
Overview
UK Shortlists is a UK-focused recommendation site built around practical decision support. The idea is simple: cut through endless listicles and vague review fluff by structuring content around what actually helps someone choose.
Why I built it
I wanted to explore a more useful content model — something clearer, more structured, and easier to act on than the usual search-first sprawl. It also gave me a way to combine content design, product thinking, and commercially aware publishing without making the whole thing feel like a hard sell.
What it does
- Organises shortlist-style recommendation content for UK readers
- Uses clear categories, practical framing, and strong scanning structure
- Moves toward faster decision-making rather than endless comparison
- Balances usefulness, structure, and monetisable intent without becoming spammy
Design / product choices
Structured recommendations
Content is shaped around categories, use cases, and practical shortlisting rather than generic filler.
Readability first
Layout and hierarchy are designed to help scanning and comparison rather than trap people in long walls of text.
Action over waffle
The aim is to help someone move from uncertainty to a sensible choice quickly.
Iterative build process
The site reflects a build cycle that combines ideation, planning, development, review, and iteration using multiple tools, including AI where useful.
In use
What worked
- Clear visual hierarchy
- Strong shortlist framing
- Useful category-led structure
- A format that can scale across multiple topics
What I'd improve next
- Sharpen the visual identity further
- Improve internal navigation and discovery
- Strengthen consistency across article and listing templates
- Continue refining how content becomes more obviously useful, faster
See the live site
UK Shortlists is already live and public.
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