Retrospective 4 — Active SG

Jonathan Quah
Jul 30, 2017 · 4 min read

This week we were tasked to pitch to a client.

We got ActiveSG, a website that i’ve never heard of before this. Its a government initiative to encourage a more healthy lifestyle with the citizens. So obviously its not working out.

This project was the academic culmination of the past 7 weeks of lectures. We had been given all these tools and had to now decide which was necessary in a “pitch” to the “client”. The “client” being Wilson. We received a brief that was..brief. So naturally we had to email the “client” for additional information.

He gave us, two important pieces of information: the targetted age group and the KPIs. With these two in mind we set off on the usual journey of a project.

First off we got ourselves familiar with the website, exploring the profile page, the articles section, and the process of making some bookings. Then we analysed the website base on a set of heuristics that we always use. We found the website failing in most sections of the heuristics.

Next we conducted user interviews and usability testings with the existing site. Many users felt frustrated with the booking process and generally lost with navigating around the site.

We synthesized the results we got into an affinity map where we extracted a few I-statments.

With all this data in mind we created our personas, joan and jon. Joan is the first time user, that see some value in the classes ActiveSg offers. Jon is a frequent user of ActiveSG facilities and has gotten used to the processes on the website. Since Joan is a new user and has a lot of room to explore with regards to the capabilities the website has to offer, joan became our primary persona. We rationalized that she was the “bigger fish”. We had to plan our solution around trying to engage audiences like joan — first time users that got turned away by the website.

Primary and Secondary Personas
Customer Journey Map of Joan

Once we were clear on the problems and who we were solving the problems for we started with the physical sketching. To aid in our process we looked up other companies that offered classes or had a facility booking system.

My other groupmates took back the paper decisions and turned them into a workable prototype, while i went back to decide the flow of the entire pitch.

To pitch to this client i had to come up with a hook. A “what if?” statement. Additionally i needed a business plan. I thought “what if activesg was the go to destination for all things sports related in singapore”?

And so in order to achieve this i needed to raise peoples awareness for activesg. Lets ride the wave that is social media. Start a social media campaign, offer attractive prizes for users who participate. The usual shebang.

Some before/after screen changes:

Notice the huge hero banner on the right screen, our bid at increasing engagement from users.
New search function for facilities
Easy one look decisions if a facility is for you.
Cleaned up the categories of programmes.
Added ability to filter programmes by participation level

Once they were aware of the website i had to keep them engaged on the website. For this i can thank our redesign: comments section to garner a community, hassle free booking process to encourage continued usage and a curated articles section for users to contently consume articles of their liking.

But this wasnt the end of the project, i had to chart out the entire journey over the course of the next 12 months! So, to proliferate this campaign, i decided to let users be the impetus, allowing for users to create events of their own that involved communities. Such as a community basketball competition. This would get new users aware of the website and the events and keep the cycle going.

P E A C E

JQWB

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