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The brief

Visitors to Ireland exceed 11 million every year. But with so much to see and do, the customer experience for discovery and trip planning was disjointed. Tourism Ireland didn’t have sight of the data it needed to serve personalised customer journeys, making cross-sell and upsell difficult. 

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Define the direction

After laying down the foundations through research, stakeholder interviews, and gathering user and business requirements, we had to turn these insights into a consumer-facing experience. We created a product vision with a clear set of objectives.

Objectives

1.  Increase people’s propensity to travel to the Island of Ireland

2. Improve the value and sustainability of these trips

3. Deliver more customers to the industry

Creating customer journey films and testing prototypes with users from all parts of the globe to validate hypotheses surrounding key features such as MyIreland and Trip planning.

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The solution

An Ireland just for you.

A personalised web experience that evolves the more customers engage with it. Where each person discovers an Ireland tailored just for them.

Built using Sitecore the platform learns more about the customer on each visit. Showing personalised content before, during and even after their trip to Ireland.

Design system

Delivered a robust design system and pattern library creating a consistent design language across Tourism Irelands marketing ecosystem. And, giving local marketing teams the flexibility to add content with ease. 

DESIGN SYSTEM BUILT IN FIGMA

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PRODUCT FEATURES INCLUDE

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Client workshops and design sprints helped gain insights to create a product vision for the future.

Business impact

Today, Ireland.com receives over 23 million annual visitors. The smart tech behind the new platform can now anticipate the likelihood of travel based on customer engagement with the website, and serve relevant and personalised experience to everyone, every time.

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My role

Creative directior 
UI / UX Designer

Special thanks

Hugo & Cat
Paul Pajot
Tom Good

Client

Tourism Ireland