Company: Ireland.com
Industry: Travel and Tourism

The Challenge: Ireland.com offered rich travel content, but it lived across separate pages without a cohesive way for users to save inspiration, personalize recommendations, or plan trips with confidence.

The Process: I partnered with designers, engineers, and brand teams to define the voice, navigation, and messaging patterns that stitched together inspiration, planning, and personalization into one seamless flow. My content architecture helped guide users naturally through discovering what they love, organizing travel ideas, and tailoring their trip based on preferences and timing.

The Impact: The My Ireland experience transformed scattered content into a cohesive, joyful platform where users could easily plan their trip in one place. The hub strengthened Ireland.com’s ability to inspire visitors and support them throughout every stage of planning.

Here’s how content helped shape and strengthen the My Ireland experience:

Low-Friction Entry into Planning: Instead of positioning account creation or location access as requirements, I framed them around benefits—accessing saved plans across devices, receiving tailored recommendations, and seeing relevant information at the right time.

This language helped reduce friction at the start of the journey and set expectations for how My Ireland would support users throughout their trip planning.

Personalizing Inspiration: My Ireland uses interest chips (#Landscapes, #CultureAndHeritage, etc.) to help users quickly find what resonates with them. I helped shape the naming, hierarchy, and sequencing of these chips so they felt intuitive even to first-time visitors.

This included:

• Choosing names that matched real user mental models

• Making chips scannable and easy to combine (“Find the things you love”)

• Creating a tone that felt curious and exploratory rather than transactional
  
  

Turning Inspiration into Plans: I templatized the itinerary structure to align with the inspirational feel of the new hub. Narrative descriptions, headings, and location cues help users understand what they’ll do each day, how far they’ll travel, and how experiences fit together geographically.

By pairing editorial storytelling with maps and distances, the experience helps users visualize their trip and feel confident that their plan is realistic and doable.

Making Planning More Collaborative: At the end of the planning journey, the user can easily share and collaborate with their co-travellers. Clear ownership language and concise instructions explain what sharing a board means—what others can see, and what only the owner can change. This clarity helps users confidently share travel plans, turning My Ireland from a solo tool into a shared experience.