Transforming Visitor Journey

VisitSingapore.com is Singapore's official travel portal, offering essential information and resources for travelers to explore the city-state's attractions and culture.

* Disclaimer *
Due to the confidentiality of this project, the extent of work presented on this page has been limited in accordance with a non-disclosure agreement with Singapore Tourism Board. All information in this case study is my own and does not necessarily reflect the views of Singapore Tourism Board.

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User Experience Designer

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Marketing Activation,
Visitor Experience UXCoE

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Figma, Jira, Confluence, Zoom, Teams

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2023-2024

O V E R V I E W

The VisitSingapore.com revamp aimed to address user experience challenges on the editorial pages of the website and ensure the seamless transition of users from information-based content to functional, dynamic pages. The project involved large-scale collaboration across various business units and global offices, with the goal of creating an engaging, user-centric site optimized for both mobile and desktop experiences.

O B J E C T I V E

To improve the discoverability of content and optimize the user experience on VisitSingapore.com by addressing challenges in navigation, enhancing information accessibility, and ensuring the design reflects user preferences across different regions.

A P P R O A C H

We executed the project through 5 agile sprints, conducting wireframe explorations and user testing with participants from 15 countries. Collaboration was key, as we worked closely with the Marketing Activation team and other stakeholders across sectors like Dining, Retail, Wellness, and Arts. We also engaged regional offices th to gather diverse insights.

5

Design Sprints

9

UAT Sprints

1000+

Wireframes Explorations

98

Final Screens

40

User Testings

p r o b l e m

Users struggled to navigate and locate key information from the editorial pages, resulting in frustration and a lack of actionable conversions from site visits.

s o l u t i o n s

Users need an improved design that enhances navigation and content clarity, making key information easily accessible and increasing actionable conversions.

d e l i v e r a b l e s

1. Collaboration and Teamwork

I established direct communication with vendors and collaborated closely with line units, ensuring seamless project execution throughout the process.

2. Experience Audit

Developed a Place of Interest audit system to streamline page management processes and enhance operational efficiency across the project.

3. Information Architecture

Mapped out the information architecture and conducted card sorting exercises, ensuring user feedback directly informed the organization of content for better navigation.

4. Wireframe Design and Development

Created mid-fidelity wireframe prototypes and produced over 1,100 explorations during five sprints, delivering 98 final screens optimized for both mobile and desktop users.

5. Content Strategy

Collaborated with the Marketing Activation (MA) team to align content creation with user needs and Singapore’s tourism goals, ensuring relevance and engagement in all materials.

6. User Testing

Facilitated user testing with 36 users across 15 countries, gathering insights that refined the designs and influenced content flow to enhance user experience.

7. Optimized Content Presentation

Developed scalable dynamic content modules that enhanced engagement by transforming dense text into digestible formats, offering flexibility for easy adaptation and expansion to meet evolving user needs. This approach ensured consistent branding across all regions while boosting the site's long-term utility.

8. Business Alignment

Proactively developed multiple wireframe versions to clarify business requirements, aligning user needs with objectives while addressing sector-specific expectations effectively.

Results and Achievements

5

Design Sprints

9

UAT Sprints

2×

︎︎︎ Engagement

20×

︎︎︎ Page View

W O R K S

A B O U T

G A L L E R Y

Transforming Visitor Journey

^{M Y R O L E}

^{T E A M}

^{T O O L S}

^{T I M E}

O V E R V I E W

O B J E C T I V E

A P P R O A C H

5

9

1000+

98

40

p r o b l e m

Users struggled to navigate and locate key information from the editorial pages, resulting in frustration and a lack of actionable conversions from site visits.

Users struggled to navigate and locate key information from the editorial pages, resulting in frustration and a lack of actionable conversions from site visits.

s o l u t i o n s

Users need an improved design that enhances navigation and content clarity, making key information easily accessible and increasing actionable conversions.

d e l i v e r a b l e s

1. Collaboration and Teamwork

2. Experience Audit

3. Information Architecture

4. Wireframe Design and Development

5. Content Strategy

6. User Testing

7. Optimized Content Presentation

8. Business Alignment

Results and Achievements

5

9

2×

20×