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.