Travel Ireland
Community section redesign for Tourism Ireland, engaging diverse traveller personas through immersive storytelling and personalized content.
Duration
5m
Team
3
Scale
Global Enterprise
Scope
Global
Overview
Travel Ireland partnered with Tourism Ireland to redesign the "Community" section of its digital platform, aiming to better engage diverse audiences and enhance trip planning experiences. Rooted in a research-led approach, the project focused on creating intuitive, compelling pathways for travelers eager to explore Ireland, grounded in the travel industry.
Challenge
Tourism Ireland needed to energize its "Community" section to effectively engage and convert visitors into active trip planners and buyers.
The existing platform suffered from unclear navigation and a lack of engaging content tailored to different traveler personas such as adventure seekers and cultural enthusiasts.
Research revealed a gap in intuitive, inspiring user experiences, limiting the platform’s ability to meet the diverse needs of its audience.
Research & Discovery
Conducted user interviews and stakeholder workshops to gain insights into user needs and platform shortcomings.
Developed detailed personas reflecting target audience motivations and behaviors.
Led usability testing and iterative feedback loops to ensure design alignment with user expectations and challenges.
Solution & Deliverables
Delivered a redesigned "Community" section with high-fidelity wireframes that featured personalized content, immersive storytelling, and interactive planning tools.
Integrated user-generated content, travel tips, and community-driven insights to build emotional connections and authenticity.
Embedded accessibility standards and responsive layouts for consistent user experiences across web and mobile platforms.
Results & Impact
The new "Community" section increased user engagement and significantly enhanced trip research, planning, and booking activities.
Community-generated content and persona-based recommendations improved platform relevance and user satisfaction.
Results included improved conversion rates for trip inquiries and bookings, reinforcing Tourism Ireland's digital presence as a premier resource for travelers.
Project Artifacts
Project Details
Industry
Travel
Duration
5m
Team Size
3
Direct Reports
1
Scale
Global Enterprise
Scope
Global
Budget
<100K
Platforms
Retail, Web, Mobile and Native: iOS and Android
Regulatory
Moderate
Engagement
End-to-End Product management, Design,