📱 Mobile Design 🖱 Web Design 👆 Interaction Design
Navigating Safe Travel: Ensuring holidays in the new normal
With the gradual recovery from the Covid-19 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
TYPE
Wireframing (UX)
User Journeys
Prototyping
Website & Mobile Design (UI)
Because I work on so many features, I’ve summarized only a few of them into short highlights of my work. They’ll be organized into the following steps:
Problem
Research
Planning
Final Designs
Travel Requirements to Singapore
PROBLEM
When travel started picking up again, there was a lack of reliable and centralized information regarding travel requirements in Singapore. Users struggled with juggling multiple tabs to figure out the latest measures before traveling in and out of Singapore. Our main goal was to provide comprehensive and reliable travel information without sacrificing user convenience or feeling like a total snooze.
RESEARCH
To better understand the user's perspective and determine the dos and don'ts, we delved into the travel experience to empathize with users. This research allowed us to gain insights into user needs and pain points.
PLANNING
For users who lack familiarity with travel requirements, it can be an anxiety-inducing experience, as inadequate planning could lead to entry denial in the country.
Therefore, it was crucial for our designs to offer functionality to users while effectively highlighting the importance of a checklist feature.
FINAL DESIGNS
Collaborating closely with my lead, we crafted wireframes and high-fidelity design flows for a checklist feature. We then honed the design with final tweaks in a short timeframe.
Meanwhile, our marketing team concentrated on developing social media content to raise awareness. The swift launch provided users with ample time to plan ahead for any anticipated changes to requirements in the coming months.
SingapoRediscovers –
Connecting local businesses and consumers during COVID-19
PROBLEM
Since locals can’t travel during the coronavirus pandemic, we had to look inward for holiday alternatives. Every local district has hotels, attractions, restaurants, and tours to offer, our client decided to repackage local districts as alternative destinations. The SGRediscovers initiative was launched based on research that locals were willing to venture out for insider experience and to help redirect local spending.
This project kickstarted at the height of the 2020 pandemic and was an ongoing campaign that continuously evolved with new data & feedback received. (2020-2021)
RESEARCH
One of the problems we faced was that it was difficult to get noticed with the abundance of promotions and deals on the internet. We suggested itineraries and offered available deals in the competitive market. Besides itineraries, we were also tasked to help locals learn how to use and redeem their government-issued vouchers.
To help the user understand and start from somewhere, we implemented a short quiz that helps users customise the deals based on their preference of the locations and duration of travel that they are interested in.
PLANNING
We focused on designing the itinerary and vouchers page to educate users about current offers and simplify the redemption process. Through this, we wanted to highlight the different ways of using the vouchers and monthly deals to help drive urgency. With so many new upcoming pages, I worked together with the team on a new style guide to help standardise across all the pages for consistency which we did not have the luxury of time to work on before.
FINAL DESIGNS
After presenting multiple options for the landing and subpages, we received positive feedback from the project team and client. Following the launch, we gathered feedback and updated the pages with user experience and align on technological constraints. Our challenge was to iterate and adjust based on the post-luanch feedback.
Campaign aftermath - Featured media
“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.