Challenge

Dealing with incomplete campaign mechanics, unoptimised user flows, and non-adaptable visual assets hindered the ability to create a cohesive user journey.

We entered the project while campaign requirements were still being defined and finalised. Many user scenarios were overlooked, though some could be partially addressed, leading to confusion and causing gaps in how users could interact with the campaign. These resulted in missed opportunities for conversions. At the same time, key visuals created for print did not translate well to responsive digital layouts, making it difficult to maintain consistency and legibility across devices.

Balancing these design limitations and last-minute adjustments, the team faced difficulty maintaining a cohesive and seamless user experience. The combination of unstructured campaign mechanics, ineffective user flows, and poorly adapted visuals left the team struggling to deliver a seamless and cohesive user experience. The team had to manage conflicting priorities, the need for rapid fixes and addressing deeper design challenges that surfaced as the project evolved.

THE PLAN

Strategically aligning on key project goals and optimising user flows and designs to maximise campaign success.

Recognising the complexity of the project, it became essential to firstly focus on aligning key project goals with the clients. That would helped us to design a more targetted and impactful campaign experience that aligns best with the goals. We also needed to define the non-negotiable campaign mechanics before mapping out all possible user flows.

With the key goals clearly established, it could tremendously reduce adoption frictions, reduce drop-off rates and drive engagement. Those are necessary for general campaign success, and in the end, drive more sales and conversions for the company. The plan prioritised on going a few steps back and have a relook and rework from ground-up for a more effective project outcome.

process: user flows

Visualizing complex user journeys to enhance clarity and support iterative campaign alignments.

Working closely with a UX Designer and a UX consultant, we crafted detailed end-to-end user flows, encompassing all scenarios from different entry points and user memberships. I joined the team in mapping the steps and was responsible for visualising them into annotated flow diagrams.

We went through several rounds of adjustments and would make changes to the flows whenever there were updated details about the campaign mechanics. This provided us with clearer visibility and highlighted areas that need clarification. Furthermore, it offered a broader perspective on the logic within the ecosystem, laying a solid foundation for the next steps.

process: Objectives prioritisation

Guiding clients to refine campaign goals and develop data-driven, user-centric flow strategies.

In a workshop with clients, the team facilitated the identification of high-priority objectives to optimise conversion rates. That means lesser drop off rates and ensuring that participants could enjoy a seamless campaign experience. By leveraging data analytics on past customer participation behaviours and trends, we developed user-centric flow recommendations that reduced adoption barriers and drop-off rates.

We found it critical to ensure that the flows were tied back to the project goals. Sometimes it became a hindsight for clients which, as the user experience expertise, we must highlight it to them even if they already have preconceived ideas or impressions of what could work best. Ultimately, we aimed to help the client achieve a goal-aligned user experience.

process: componentised designs

Reinterpreting key visuals to create adaptable, responsive designs, yet consistent visuals aligned with campaign aesthetics.

In parallel, I worked closely on the key visuals design stream with the Creative Team, to get their approval of our optimised designs. We reinterpreted the key visuals provided, designing an adaptable version that maintained consistency with the mood board that they provided, while offering flexibility and ample whitespace for various screen sizes.

I converted the visuals and UI elements into symbols and components, streamlining the process for responsive design adaptations and iterative refinements. This approach retained the end goal of having a sophisticated website that fits into the entire campaign looks (both physical and digital) while achieving felxibility in the digital space.

Outcome

A successful digital presence for the campaign that attracted 1.6 million participant entries, significantly increasing engagement and conversion rate across multiple Changi Airport platforms. This initiative directly contributed to enhancing revenue growth at Changi Airport in 2022, with total sales reaching approximately S$411 million.

Impact

• Addressing all user interactions through in-depth analysis, including those identified retrospectively by clients, helped me gain a holistic understanding during the design process.
  ‍

• Returning to the principles of data-driven decision-making when aiming to offer better In cases where clients provided incomplete details.
  ‍

• Reconsidering or reworking our approach to gain a better understanding, this has taught me to be a more inquisitive and proactive UX designer.