JOEL LOO
UI.UX Designer
Internship
Singapore Tourism Board
Experience Strategy Design
UI/UX Design
Service Design
The Singapore Tourism Board is a statutory board under the Ministry of Trade and Industry of Singapore, tasked to promote the country's tourism industry.
Project Team
Joel Loo - User Experience Intern
Jue Lu - Deputy Director
Li May Yeo - UI/UX Designer
Rachel SE Lim - UI/UX Designer
Petrina Leow - UX Intern
Time Period
Jun - Aug 2020
Tools
Scope of Work
Job Activities:
Journey Mapping/Blueprint - 45%
Desk Research - 30%
Design Mockup/Ideation - 20%
Client Presentation - 5%
Objectives:
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Offering new end-to-end experience for large groups of tourists coming into Singapore using the Digital Arrival Card (DAC)
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System and service mapping of stakeholders and user's experience coming into Singapore through Reciprocal Green Lane (RGL)​
About the Team
The Visitor Experience Strategy Team
In Singapore Tourism Board, under the technology transformation group, there are three main pillars: the Strategy team, the Technology team and the Partnership team.​
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I worked under the Strategy also known as VES (Visitor Experience Strategy).
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The period which I joined the team was during the COVID-19 phase, things at STB were moving at a rapid pace but the team were efficient in management and handling work flow. They are a very friendly bunch and very capable.
Goals of Project
One Singapore Experience
The goal of the Visitor Experience Strategy Team aims to drive a single unique experience for users through various touchpoints: to share, to dream, to plan and to experience.
Project 1: Digital SG Arrival Card
Time Period
May - Jul 2020
Concepts/Ideation
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Come up with the end-to-end user journey for large group application and submission of digital SGAC for flight and cruise trips
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Develop potential solutions for these large group applications by involving travel agents or digital mass submissions
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Looking into designing concepts for multiple submissions and how travel agents (TA) handles group processing of visa and SGAC.
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Pain points
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Challenging for large group of tourists to individually apply and submit their travel digital cards to ICA and TAs respectively
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Many unnecessary and repetitive transfer between different parties also made the system harder to deal with errors
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Opportunities
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Streamline transactions across stakeholders easily​
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Use of excel and group submission/editing capabilities to quickly rectify any possible errors
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Project 2: Reciprocal Green Lane (RGL)
Time Period
Jun - Aug 2020
Service Blueprint
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Come up with the end-to-end user journey for travellers coming into Singapore and how they apply for SafeTravel Pass (STP)
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Develop the ideal user journey for the RGL process
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Looking into designing flows for the RGL to be easier and more integrated with the upcoming VSA and TT Token during COVID period.
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Pain points
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With the case of the COVID-19 pandemic, travellers are required to submit necessary health documents via their STP portal or online before entering Singapore.
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It becomes increasingly tough to facilitate and monitor traveller's area of visit upon arriving in Singapore for business and event purposes.
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Opportunities
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Structuring and strategizing ​among different stakeholders such as MIT, SafeTravel Office, Raffles Medical Group, Changi Airport Group, Travel Agents, Event Sponsor/Hosts etc.
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Constructing the ideal flow for travellers through scenerio mapping
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Final Thoughts
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My Recommendations
Project 1:
Through system mapping, I showed how large travel groups are able to apply for the Digital Arrival Card simpler and also ease the job of the travel agent (TA) in handling these applications to ICA/STB.
(Submitting all as one excel spreadsheet)
