Case Study

Visit Dublin

proving that innovation need not mean complication

If you’ve ever been on a group holiday you will know it is not easy to plan an itinerary to suit everyone. Now imagine you are trying to help the millions of people who visit Dublin each year delve through everything the city has to offer. Our work on focused on creating a simple and personal planning experience for holidaymakers preparing for a trip to Dublin.


Background is Irish tourism authority Fáilte Ireland’s official tourism information website for the capital city. It gives comprehensive and up-to-date information on the many things Dublin has to offer in order to help with trip planning and encourage bookings.


The Brief

Fáilte Ireland wanted us to design and develop an innovative website that inspired holidaymakers to visit Dublin. Of course, not all holidaymakers are the same, so the website needed to cater for multiple customer journey types and buying personas.


What We Did

There are plenty of ways to get lost when visiting a new city, so we set about making a place of clarity. After user experience analysis, including working with Fáilte Ireland to identify core user groups, we started designing a website that was engaging and innovative, but also simple.

The site navigation is distilled to four core areas of content and we focused on goal-driven tasks related to visiting Dublin, such as booking, purchasing or planning, to help users follow a logical route through a large amount of information.

This was complemented by elements of customisation we built into the site, such as the off-canvas My Dublin Map, which allows visitors to ‘pin’ accommodation, activities and events that are of interest to them on a personal map. This customisation continues during visits. Storytelling is a key part of the website, so we integrated social media and hashtag streaming.

We carried out a full front-end redevelopment to create a responsive design that is optimised for mobile and tablet. The site uses location services on mobile devices to present visitors with suggestions of nearby accommodation and places of interest.

We integrated Fáilte Ireland’s database with the content management system so the thousands of business listings can easily be edited and prioritised.

The website is designed to appeal to as broad an audience as possible. It was built to Web Content Accessibility 2.0 level AA and includes translation services throughout the site.


Results went from being a site with fragmented user journeys and no responsive design to one that provides a clear and logical planning experience on all devices for the wide range of holidaymakers who choose to visit Dublin.

We were able to put the needs of Visit Dublin’s users first to structure large amounts of information in a way that is intuitive and suited to the way the information is consumed.

Our innovative but easy-to-use responsive design saw the new website nominated for Eir Golden Spiders in two categories.

Phone screens showing the Wild Atlantic Way mobile experience
Eir Golden Spider Nomination