Applications for this job are now closed
Brand and Content is one of four departments in the Marketing & Digital Directorate, responsible for the planning, development and delivery of VisitScotland’s brand, creative, content, partnership marketing, visitor experience touchpoints and user experience (UX) output to support the needs of the organisation and our pan-agency marketing projects.
As the guardians of VisitScotland’s brand, the teams ensure that all our creative content and campaign outputs are consistent and aligned to its values, essence and attributes by managing the organisation’s brand identity and various sub-brand, campaign and product propositions.
Working with colleagues across the organisation, the Brand and Content Department deliver across a range of key projects, including our digital transformation portfolio, campaigns and core business activity - making a significant contribution to the sustainable economic growth of the visitor economy.
The teams are integral to the delivery of world-class digital assets, print and production, and the growth of VisitScotland’s channels and partnership working.
VisitScotland’s participation in the cross-agency Brand Scotland collaboration is led by the key teams that make up the Brand and Content Department, providing strategic and operational support for the delivery of the national brand programme of activity.
Background to the role
Reporting to the Digital Experience Manager, the post-holder will contribute to the development of the digital roadmap for VisitScotland’s websites and associated applications. More specifically the post holder will work with our remote user testing application, user tracking software and the Insight & Analytics team, to optimise existing journeys, make recommendations to improve the experience for our customers, and make recommendations for the future development of our digital channels.
The website www.visitscotland.com is the focal point of VisitScotland’s marketing activity. It is of fundamental importance in inspiring, informing and converting visitors to Scotland, covering VisitScotland’s full range of regional, product and international content. Currently it receives over 13m unique visits per year and provides a platform for almost 20,000 industry providers to promote their businesses.
The department plays a pivotal role in driving growth in the visitor economy through a programme of customer acquisition, retention and engagement, with a focus on research and optimisation in order to connect more visitors with tourism business across Scotland. Through academic experience, the post-holder will have an understanding of developing digital experiences, with some knowledge of web analytics, user research and testing, UX best practice, UX design and prototyping and inclusive design that can be developed and applied to create optimal customer journeys for all users.
What is the job?
Training and support will be provided in order to:
- Assist in identifying and briefing ongoing developments for digital products, making recommendations on UX design, structure, content strategy, accessibility, and interaction between them to improve the user experience.
- Support the Brand & Content team, Digital Delivery team and external agencies to ensure tasks and responsibilities allocated within projects are delivered accurately, meet user requirements, accessibility requirements and ensure the ongoing optimisation of our digital platforms.
- Deliver heuristic evaluations of existing regional partner websites and journeys as required, and propose new developments, to identify potential areas for testing and improvement.
- Work with the Digital Analytics team to review performance – analysing user behaviour and user journeys to make informed recommendations to improve the customer experience of our digital products.
- Help to maintain, support and improve the user experience across various platforms as required, including Stackla (UGC aggregator), Events listings, Community Forum, Webchat, Search and the Destination Management System (DMS) product listings.
- Produce sketches, wireframes, prototypes, user stories and user journeys to inform the design of our digital products, based on user research and testing, user needs and business requirements. You will not be required to carry out UI Design tasks as we have a separate dedicated team.
- Perform web accessibility audits in line with WCAG and making recommendations to ensure that our digital output is accessible and usable to all.
- Deliver UX solutions, recommendations and insight to drive optimised customer journeys, referrals to tourism businesses and conversions.
- Design and carrying out user research and testing using a wide range of techniques, ensuring we build digital products that fit the needs of our users.
- Produce UX reports based on observation and analysis, with recommendations for improvements to layout and functionality to enhance user experience and help users to achieve their goals.
What you must have
- A good understanding of UX Design techniques including sketching, prototyping, user research and testing, user journey mapping and digital development
- User focussed approach to design
- Self-starter and self-learner, keen to acquire and share knowledge and skills, and stay up-to-date with the latest techniques and thinking in UX
- Experience of quantitative and qualitative tools to evaluate the success of digital products, and
- ability to make recommendations based on that analysis.
- A strong focus and attention to detail
What we'd like you to have
- A professional UX design qualification
