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ACTIVESG

Making Fitness Accessible for All

ActiveSG, Singapore’s national sports initiative, faced a challenge: how do we encourage more people to stay active while improving the digital experience of booking facilities and joining activities? Many users found the existing platform unintuitive, leading to frustration and drop-offs.

Project Summary

ActiveSG have been rated very poorly on Play Store and App Store. Our team redesigned it with an aim to provide a more pleasant experience for user to book ActiveSG facilities. In addition to enhancing the visual outlook of the interfaces, we also introduced new features to provide ease of logging in, efficient searching of products, and navigation to cart.

Hypothesis: Enhancing the digital experience of booking facilities and joining programmes will increase engagement in ActiveSG app. We know this to be true if there are higher task success rates and improved SEQ scores.

The Process

The Double Diamond Design Process Model was used to help our team to have a common understanding towards our goals and also as a means of effective communication. Besides, it represents a process of exploring ActiveSG's issues more widely and deeply with divergent thinking, and then taking focused action through convergent thinking.

Understanding Our Users

To solve this, I embarked on user research—conducting interviews and analyzing data to understand pain points. Key insights emerged:

Complex Booking System

Users struggled with availability and navigation.

Lack of Personalization

No tailored recommendations for sports or activities.

Fragmented Experience

Multiple entry points made it hard to find information.

User Persona

The findings that were garnered from the Discover stage informed our User Persona as well as the Customer Journey Map to develop a clear understanding of target users as well as keeping the team aligned and focused on issues that mattered.

Learning From Competitors

With the use of the 3 Competitive Analysis methodologies: Task Analysis, Pluses & Deltas, and Feature Inventory, as well as using Comparative Analysis, we compared and looked for gaps to fine-tune ActiveSG’s Unique Selling Points (USP); and here are some takeaways from this analysis:

As ActiveSG is not lacking in its feature inventory, refinement in existing features is necessary to keep up with its competitors and users' expectations, specifically towards the 2 features as shown below:

Submitting feedback forms
Access to facility rates

Which Features to Prioritise?

With overwhelming insights garnered from the Discovery phase, on top of our time and logistical limitations, Feature Prioritization was used to plan out the order of priorities to be worked on.

User Flow

Keeping our target users and research findings at the core of our approach, we crafted a refined User Flow to guide the next steps in Ideation and Wireframing.

Streamlining the User Interfaces

Brainstorming with the team helped us come up with a variety of ideas. We started with Hand Sketches to quickly visualize concepts and ideas for the redesign. We then rolled out our low-fidelity re-design based on the research findings.

Bringing The Vision To Life

Jakob Nielsen's 8th Heuristics: Aesthetic & Minimalist Design.

Keeping only the essential features which aid users in achieving their goals - checking their credits and upcoming bookings.

Jakob Nielsen's 8th Heuristics: Aesthetic & Minimalist Design.

Keeping only the essential features which aid users in achieving their goals - checking their credits and upcoming bookings.

Enabled users to easily view facilities and programs across multiple locations, improving accessibility and engagement.

Solving The Unforeseen Problem

Focus was placed on the main navigation of the platform but many users were confused by the different currencies in ActiveSG instead!

A Quantitative Research method was deemed suitable to solve the issue of the naming of the credits that we had identified from the Usability Tests. A Survey was conducted using Google Forms.

The current cash account (the amount you top up into) is called MyCash. Which new name should be given for better clarity?

The current free $100 credits (given by Government) is called ActiveSG$. Which new name should be given for better clarity?

The terminology to 'ActiveSG Credits' was updated based on insights from the quantitative survey. Previously, ActiveSG lacked clear explanations for different credit payment types, leading to user confusion and incorrect payments.

Measurement

We iteratively addressed issues, prioritizing them from major to minor based on functionality, task completion, and UI comprehension. Each usability test was thoroughly documented.

With every test, we saw significant improvements in Task Success, SEQ, and SUS scores for both the app and web, validating our design enhancements.

We iteratively addressed issues, prioritizing them from major to minor based on functionality, task completion, and UI comprehension. Each usability test was thoroughly documented.

With every test, we saw significant improvements in Task Success, SEQ, and SUS scores for both the app and web, validating our design enhancements.

Tying results back to the research objectives

Improvements in the task success rates and SEQ proved our hypothesis.

This project reinforced the importance of user research, iterative design, and simplicity in UX. By putting users first, we transformed ActiveSG into a platform that inspires an active nation.

Improvements in the task success rates and SEQ proved our hypothesis.

This project reinforced the importance of user research, iterative design, and simplicity in UX. By putting users first, we transformed ActiveSG into a platform that inspires an active nation.

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