Enhance leisure experiences in the "with COVID" era through improved app UX
Gardens by the bay Official App
Challenges:
Analysis of reviews for the existing app and user interviews conducted with visitors from 12 countries, including Singapore, revealed significant issues with the UX design. The app lacked sufficient information and guidance, and its content was poorly organized. It also lacked compelling features to encourage app usage.
In addition, clear challenges in the on-site user experience were identified, including "congestion when purchasing or entering tickets," "uneven distribution of congestion times," "congestion at popular attractions," and "insufficient guidance within the park."
Solutions:
The new app was required to "create a UX that makes people want to visit the site." Monstarlab proposed multiple features to solve the challenges by providing a comfortable digital experience at each user touchpoint.
For "congestion when purchasing or entering tickets," we introduced online ticketing; for "uneven distribution of congestion times," we implemented dynamic pricing; for "congestion at popular attractions," we provided a reservation ticket issuance function; and for "insufficient guidance within the park," we offered an AR-based navigation function. We provided the optimal solution for each challenge.
At the same time, by incorporating user-friendly UI design, we organized various information such as event schedules and park facility guidance. By including a categorizable schedule function, we enabled visitors to plan their sightseeing itinerary before their visit, enhancing their anticipation.
We also included features that enhance the user experience within the facility, such as "360º Skyline," where information about important landmarks pops up on the screen when you point your camera from the observation deck, and a GPS-linked game where users collect items while exploring the park. that is the core of the music game.
Results:
As the project began and development of each feature progressed, the global COVID-19 pandemic struck. Gardens by the Bay was required to operate while adhering to infection control measures designated by the Singaporean government.
After discussions with the client, we reconsidered the priorities of the multiple requirements we had proposed. The ability to implement online ticketing and reservation ticket features, which were essential from an infection control standpoint, was highly evaluated.
Furthermore, we proposed new initiatives such as the introduction of dynamic pricing and annual passes, shifting the focus to expanding local users. We are also working on further improvements, taking the current situation into account.
The project is currently in full swing, anticipating the post-COVID era. Monstarlab continues to provide rapid support to enhance the UX and adapt to changes in the social situation.
