Skip to content

VisitScotland – Research & Insights


The Research & Insights (R&I) team at VisitScotland is very well-informed. They understand the value that they add to the research they carry out and how useful it can be to the tourism businesses that it is aimed at.

They are also well aware of the difficulties they have in getting that information into the hands of those businesses.

There was another piece of development underway that would be able to provide better access to the underlying, raw data, but the team were keen to improve the discoverability of their reports on whilst also making sure that they themselves could take more responsibility for it.


I introduced the team to the Lean UX Canvas and used it as a vehicle for talking with them about them their audiences and the various problems being faced – internally and externally.

This proved to be a really useful approach for them, as it forced them to capture a lot of the information that they had in 1 place – making the problems clearer to all.

Together, We began a body of work to improve the discoverability of their latest reports, with the aim of ensuring that tourism businesses could leverage the latest info that was relevant to them in their specific region/sector.

UserZoom tests were carried out to establish how easy it was for someone to find the latest report from them and the Decibel statistics were monitored to show the variety of routes taken from the existing R&I home page.

The content team had already been working on a refresh of the homepage content, aiming to introduce more of an overview of that section of the site, as well as surfacing the important/popular content.


  • Creating links between associated content in different sections of the site
  • Wireframing content – making use of existing components to create more engaging page layouts
  • Content wires for individual pages


Alongside the updated homepage content we decided to include a ‘latest reports’ section, linking to a selection of insight reports that the R&I team had produced.

This was added to their homepage and provided them with the ability to be able to update the component in order to highlight the reports as they were released.

Almost overnight, this content update saw the routes that people took from the R&I homepage from 2-4, to over 20. Users were able to find much more of the content, much earlier in their journey.

There were a number of other improvements planned, but I left VisitScotland before any more of them could come to fruition.