Research & Collaboration
The project began with thorough research into the tourism and adventure market along Ireland’s Wild Atlantic Way, focusing on how similar companies engage and convert visitors online. I collaborated closely with the Blacksod Sea Safari team to understand their goals, challenges, and the unique qualities of their tours. Gathering insights from client interviews and user feedback helped shape a clear picture of the target audience, mostly adventure-seeking tourists, often booking last minute and using mobile devices. This collaborative foundation ensured the design aligned perfectly with real user needs and business objectives.

Prototyping & Iteration
The process began with creating a clear sitemap to define the website’s overall structure and ensure logical, user-friendly navigation paths. This sitemap helped organise content around key user goals, like exploring tours, learning about wildlife, and booking. From there, wireframes and low fidelity prototypes were developed to map out detailed user flows, including tour discovery and the booking process. These prototypes were tested internally and with a select group of users, revealing opportunities to improve navigation clarity and call-to-action placement. Multiple iterations refined the layout and interactions to strike the right balance between visual appeal and seamless usability.

Refining the Vision
With the core user experience validated, the design was refined to fully reflect Blacksod Sea Safari’s authentic brand personality and the stunning coastal environment. Visual elements, colour palettes, and imagery choices were carefully selected to evoke a sense of adventure and natural beauty, while keeping the interface clean and accessible. Final refinements focused on responsiveness and performance, ensuring the site would provide a smooth and inspiring experience across all devices.