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Jewel Changi Airport

Jewel Changi Airport Mobile App

Design and develop a mobile app with technical partner, WeesWares, for Jewel Changi Airport mall to enhance visitors’ physical mall experience.

Project approach

The project was split into 2 phases. In Phase 1, we worked together with WeesWares and Jewel Changi Airport to come up with a prototype design based on hypotheses derived from several stakeholder discovery workshops. The prototype was then used during user research to get an understanding of users’ perceptions and needs.

After launching the product, we embarked on Phase 2 where we let end users use the live product to identify areas of improvements, which included findings on usability and product concept. We also learnt of their behaviour and lifestyle changes during this time of COVID-19.

Objectives

  • Conceptualise the digital product to complement visitor’s physical experience in the mall
  • Design high-fidelity prototypes 
  • Validate product concept through user research
  • Validate app usability through rounds of usability testing sessions

Scope

  • Design concepts, screen flows, and user flows
  • Execute user research to validate user needs and product concept
  • Conduct usability testing to identify areas of improvement of live app

People involved

  • Jewel Changi Airport – User Experience team
  • WeesWares – Project Technical Lead
  • UXC – Research & Design teams

Activities involved

Co-creation workshop with JCA team

Co-creation workshops were held to understand business requirements and define the key functionalities of the app. Together with product owners, content writers and the marketing team, we defined the overall app structure and came to a consensus regarding the design approach.

Design research & exploration

With the themes selected during the workshops, we started with design research and conceptualising. Since Jewel was built to be an iconic landmark in Singapore, we wanted the app to have a unique design to match up to the brand’s name.

We experimented with multiple design concepts in order to bring out Jewel’s uniqueness. However, we had to balance creativity with scalability and make sure that future content updates would not take too much effort.

Usability testing

The prototype was validated with users to find out how it can be further improved. We also wanted to understand their experiences, decision-making process and the motivations they have before they visit shopping malls or attractions.

Onsite expert review

Our team went onsite to Jewel Changi Airport to identify opportunities for the app that could address the new normal in the post-COVID landscape, as well as to validate the usability of the wayfinding function in the app on actual grounds.

Product validation testing

Usability testing was conducted on the live app with 10 participants to find out what was and was not working well for them. We also wanted to understand how the app can address users’ concerns when they are visiting malls during the COVID-19 pandemic.

Design concept

Based on the usability findings, we prioritised and recommended usability fixes to improve the current app. We also conceptualised new ideas for the team’s future consideration and implementation.

Deliverables

We designed the consumer-facing Jewel app which included flows and high-fidelity mockups, along with a written report with user research findings and design recommendations.

Deliverables include:

  • Product conceptualisation and positioning
  • Screen flow, interaction guide, style guide
  • High-fidelity prototypes
  • Research report with design recommendations & prioritisation for usability fixes and next steps
jewel-homepage

Complex ticketing flow

As Jewel offers various ticket types (single, bundle, tour, discounted tickets) for multiple age and user groups, we established a complex ticketing flow through a prototyping and wireframe design process. This ensures a clear ticketing flow for a cohesive check-out experience.

Logic for onboarding quiz

The visitor takes the onboarding quiz when they first download the app. They will receive recommendations on attractions, dining and shopping options that are tailored to their preferences.

Jewel Exclusive content

Jewel exclusive attractions, promotions, events, shops and restaurants are featured at the homepage of the app to assist visitors in decision-making when deciding to make a trip to Jewel.

Learning outcomes

  1. Defining design principles before beginning with design work keeps our work consistent. Design principles act as the foundation of our work and guide us when we are making design decisions. These principles are later passed on to the Jewel Changi Team for their reference before implementing new content onto the app. 
  2. Iron out user flows, data sets and permutations before designing any flows. This helps to identify how users will navigate from an ‘entry point’ to the ‘final outcome’. The flows should address what the user is trying to accomplish and highlight possible barriers that will prevent the user from completing the task.
  3. Sharing bug fixes on a spreadsheet between design and development teams helps keep everyone on the same page as there is visibility on everyone’s progress. The spreadsheet is also useful for prioritising what needs to be done first.