Rediscover Singapore
This project was a 2-weeks group project done as part of the User Experience Design Immersive (UXDI) course that I did at General Assembly. We were required to submit and present our improved version of a brand’s touch points of our choice in a high-fidelity format through research and findings. We decided to work in Singapore Rediscover’s Website.
*In this project, SRV - SingapoRediscover Vouchers
*Disclaimer: The visitsingapore.com website was revamped after our project ended on
4 Jun 2021
Project Details
Role
Creative Lead / UI Designer
Responsibilities
Overall Art Direction, Brand Guide
Project Time
2 weeks
Project Objectives
• To understand the reasons for the low redemption rate of the SRDV
• Understand what can be done to help increase the take up rate of the SRDV among
Singaporeans
• Uncover the challenges faced by Singaporeans who have redeemed their vouchers to
improve the search and redemption experience
Background
When the Covid-19 pandemic hit Singapore in 2020, tourists arriving in Singapore decreased, affecting the overall local tourism industry and local businesses and a decreased in tourism receipts. To support local tourism businesses, the Singapore Government spent $320 million dollars to provide each Singaporean $100 voucher, called the SingapoRediscover voucher. This SingapoRediscover campaign was also a campaign by the Singapore Tourism Board to encourage Singaporeans to discover the other side of Singapore through the various activities, with their $100 SRDV vouchers.
“About three-quarters of adult Singaporeans have not used their SingapoRediscovers vouchers, which will expire at the end of June.”
- CNA Article, About three-quarters of adult Singaporeans have not used their SingapoRediscovers vouchers, 05 Apr 2021
This has largely been credited to the long and confusing redemption process as well as the lack of awareness of potential activities to use these vouchers on. The redemption deadline has been extended but without targeting the main issue; this is unlikely to yield any improvement.
Process
Initial Findings/Research
8/8
Have heard about the SRDV
6/8
Have used their SRDV for staycations.
5/8
Have already claimed their SRDV
5/8
Found the redemption process long
and confusing.
7/8
Indicated desktop as their preferred mode for browsing and planning.
Personas
• Has not claimed part of his voucher
• Has no idea what he will spend his vouchers on
• Has not heard of LifeSG and VisitSG app
Goals
• Find an easier way to claim the vouchers for his family
members and himself
Frustrations
• Intimated by the multiple sites to look at when he searched
for them online
• Does not have time to use the vouchers
Situation
Keny’s elderly parents, who are not tech-savvy, heard about the SRDV and was hoping to use them all for a family trip. Keny himself was intimiated by the process of claiming the SRDV and has no idea how he can claim their vouchers as a family.
Uses her vouchers for staycations and attractions via SRDV partner sites (e.g. Klook). Local recreation = staycation
Goals
• Find promotions, compare options and book staycations
with her SRDV vouchers
• Find new places to explore and do in Singapore
Frustrations
• Finds the existing redeeming process too long
• Unable to know her voucher balance off-hand
• Finds Singapore boring
• Has insufficient and inconsistent information on SRDV website
Situation
Last month, Amy planned an anniversary date for her boyfriend. Her main consideration was price and location. She wanted to treat her boyfriend to a luxurious staycation and did it with the help of the SRV, however, she wasted unnecessary time visiting different websites to compare staycation deals, dining experiences and attractions they could visit. She wished there was a streamlined process to help her compare these options.
Customer Journey Map
Comparative Analysis
A comparative analysis was also done against visitsingapore’s partners’ site to see what are the features we could incorporate or abandon into the revamped touchpoints.
Feature Prioritization
Wireframes
Wireframes were built with the following considerations:
• Allow users to check their voucher balance
• Avoid having to jump to external sites with narrowed down options,
therefore reducing booking process
Final Design
The wireframes were further developed into high-fidelity wireframes for a 2nd round of user-testing.
Design Guide
Takeaways and Challenges
Takeaways
As the creative lead in this group project with prior experience in graphic design, I had to learn in details what design systems consist of, as it was only briefly taught to us during the course. As the design lead in this case, I somewhat lacked in knowledge about design systems and missed out some patterns. It is therefore crucial to know in details the necessary graphics, patterns and elements used in the project that needs to be put or compiled together, as everyone else is taking on a different role. Also with better time management, I could have read more in depth about design systems and completed what was required in the design systems for this project.
Challenges
Over a two-week sprint, we were only able to collate data through user interviews and usability testings conducted with a small pool of users. With more time and resources provided, we would have been able to interview more users and chat with the Singapore Tourism Board and its stakeholders to gain a better understanding of their needs and constraints. This would have helped us produce a more well-researched concept that meets both business and user needs.