Travel Ireland (Travel – B2C & B2B)
Platforms: Web, Mobile, Native (iOS and Android)
Role: End-to-End Product Design
Tourism Ireland, the national organization responsible for promoting the island of Ireland, sought to redesign the “Community” section of its Travel Ireland platform to better engage travelers and convert interest into action. As Product Design Lead, I directed the full end-to-end redesign, creating a unified, inspiring experience that encouraged users to explore, plan, and book travel to Ireland. The challenge was to transform a static, underutilized section into an engaging, persona-driven digital environment that celebrated authentic stories, cultural insights, and local connections.
I began with in-depth user research and stakeholder interviews to identify the motivations and pain points of core personas such as adventure seekers, culture enthusiasts, and leisure travelers. Using these insights, I developed detailed personas and user journeys that informed the content hierarchy and interaction patterns. I designed high-fidelity wireframes and prototypes integrating personalized recommendations, immersive storytelling, and interactive features such as traveler reviews, user-generated media, and community discussions. I also ensured responsive layouts and accessibility compliance across web, mobile, and native applications, maintaining consistency and usability for both domestic and international audiences.
The redesigned Community section significantly increased engagement and conversions, with travelers spending more time exploring itineraries and participating in interactive discussions. Satisfaction scores rose due to the richer, more intuitive interface, and trip inquiries and bookings climbed as a result of deeper emotional connection and trust. The new design transformed the Travel Ireland platform into a vibrant digital destination that inspired curiosity, strengthened community participation, and positioned Tourism Ireland as a global leader in digital travel engagement.
