📱 Mobile Design 🖱 Web Design 👆 Interaction Design
Navigating Safe Travel: Ensuring holidays in the new normal
With the gradual recovery from the pandemic, people are beginning to resume their holiday plans. However, it is important to acknowledge that the world is not yet completely safe. The guidelines and requirements for a safe holiday are subject to constant change on a daily basis.
CLIENT
Singapore Tourism Board (STB)
MY ROLE
UI/UX Designer (IC)
TYPE
Wireframing (UX)
User Journeys
Prototyping
Website & Mobile Design (UI)
Because I work on so many features, I’ve summarised only a few of them into short highlights of my work. They’ll be organised into the following steps:
Problem
Research
Planning
Final Designs
Travel Requirements to Singapore
PROBLEM
When travel picked up again after the pandemic, there wasn't a centralised and reliable place to check Singapore's entry requirements. Travellers were juggling multiple tabs to find the latest rules and regulations. Our goal was to make this information clear and trustworthy, without it feeling like a total snooze.
RESEARCH
We mapped out the travel journey to understand what travellers needed to know, and where they were getting stuck or confused.
This research allowed us to gain insights into user needs and pain points.
PLANNING
For first-time or infrequent travellers, missing a requirement could mean being denied entry, which made planning stressful.
So we focused on a checklist feature that walks users through each step and makes sure nothing gets missed.
FINAL DESIGNS
Working closely with my lead, I designed wireframes and high-fidelity flows for the checklist, then polished it within a tight timeline.
Meanwhile, the marketing team ran social media content to spread the word. The quick launch gave travellers plenty of time to prepare ahead for upcoming changes in travel requirements.
SingapoRediscovers:
Helping locals rediscover Singapore's local business during the pandemic
PROBLEM
With borders closed in 2020, Singaporeans couldn't travel, so they looked closer to home for a getaway. Singapore Tourism Board saw a chance to repackage local districts as holiday destinations, each with its own hotels, attractions, restaurants, and tours. Survey research showed locals were keen on insider experiences, which led to the SGRediscovers campaign to boost local spending. It ran from 2020 to 2021, evolving as new data and feedback came in.
RESEARCH
With a ton of deals and promotions online, it was hard to stand out in the competitive market.
Locals also needed help figuring out how to use and redeem their government-issued vouchers.
PLANNING
We focused on the itinerary and voucher pages, showing users the different ways to use their vouchers and highlighting monthly deals to create urgency. To help users get started, we added a short quiz that suggests deals based on where they want to go and how long they want to stay.
With so many new pages on the way, I also worked with the team on a style guide to keep everything consistent, something we hadn't had time for before.
FINAL DESIGNS
After presenting several options for the landing and subpages, we got positive feedback from both the team and the client. After launch, we kept refining the pages based on user feedback and technical constraints.
Outcome: Media Coverage
“S$45 million tourism campaign launched urging locals to explore Singapore” by CNA
“Staycation, F&B deals rolled out to drive local spending” by Straits Times
“SingapoRediscovers vouchers give tourism sector $1.86m boost on first day of redemption” by Straits Times
Itinerary Planner
PROBLEM
This was a clear-cut feature brief to cater to returning travelers in Singapore with an itinerary planner. Data was provided by the client that an itinerary feature will save user's time and effort in planning their trips back to Singapore after the pandemic. Utilising the client's library of landmarks, helps to enhance exploration by connecting users with multiple points of interest, and adjust to their stay duration at each location.
The main goal of the feature is to save time and effort in the post-pandemic trip planning.
RESEARCH
We examined existing itinerary planners and the possibility of itinerary widgets. To evaluate their effectiveness, we developed our own planner which was tested internally and shared with our client.
PLANNING
The new itinerary feature offered an added benefit for users with accounts. Users could save their trips and easily share them with their peers of family members. This feature allowed for convenient trip organisation and facilicated collaborative planning.
FINAL DESIGNS
My team and I collaborated on designing the high-fidelity design flow and worked closely with a tech developer to address any potential limitations or constraints. This collaboration allowed us to align design with technical requirements.
Singapore Arrival Card
PROBLEM
To ensure a smooth entry into Singapore, travellers must apply for their online electronic landing card. The main goal was to create a new page that serves as a health declaration and entry requirement, allowing smooth entry to Singapore.
RESEARCH
I looked into the existing SG Arrival card and while we followed similar fields, we also recreated a new flow on the client's website. Otherwise, this was a clear-cut feature brief given to us by our account manager.
PLANNING
During the planning phase, we identified a potential issue where users usually abandon the form midway, resulting in lost data and frustration upon returning. To address this, we suggested a "Save as draft" feature. Ultimately our form design aimed to enhance functionality for both locals and travellers who needed to complete the form.
FINAL DESIGNS
To simplify the extensive arrival form for unfamiliar users, our goal was to provide a concise summary. Additionally, we introduced the option to scan passports for more convenient pre-filling of forms. This involved thoroughly addressing the design requirements across desktop and mobile platforms.
