Marketing the Island of Ireland to the world.

Tourism Ireland was formed to showcase the beauty of Northern Ireland and the Republic of Ireland as a tourist destination. Their work results in millions of visitors to the island each year, travelling from all over the world to experience the history, culture, and epic Irish scenery.

My work with Tourism Ireland started many years ago, working on experience improvements to their global multi-language website, including new components, optimisation to the registration and login flows, and development of a method for user feedback and CSAT tracking.

Over the years, I’ve been involved with numerous campaign briefs, including annual projects with partner agencies to promote Game of Thrones being filmed in Northern Ireland; and several evolutions of the Ireland.com brand strategy.

More recently I lead the UX design of a new global website and Sitecore platform. This project started with a detailed research and discovery phase, leading into design studio concept sessions over several months, and resulted in a hyper-personalised experience vision. I presented this vision at Tourism Ireland’s annual ‘Digital days’ conference. This project is currently still in development.

Good stuff

During the early development of the new Ireland.com website, I was asked to present our concept and experience vision at the annual Digital Days conference. This brought together market teams from around the world and was the first business-wide presentation of the future of their digital platform.