Singapore Memories

UX Design Case Study

Revitalising a slowly dying platform and converting it into an active, transformative and cultural platform.

Year: 2021
Institution: General Assembly
Role: Design Lead and Illustrator


Note: Full case study can only be accessed upon request.

Full Case Study App Prototype App Prototype (Dark) Web Prototype

The Story

The Singapore Memory Project (SMP) has recognised that their website and services to the general public are not keeping up with the latest digital trends such as usability and accessibility of information and services. They are unsure what exactly can be improved and will need you to advise them on this.

The Challenge

Revitalising a slowly dying platform and converting it into an active, transformative and cultural platform.

Insights and Discovery

As at 15 January 2022

Our group qualified and selected our target users for this study to understand their goals, interests, motivations, and pain points through user interviews and at the same time went through usability tests on the current platform to get feedbacks.

We also produced a competitive analysis on other platforms that are parallel to Singapore Memory Project. You can visit the current platform below:

Visit current site

Who are we designing for?

We synthesized our user interviews and findings resulting in 2 target users namely, George (SG Boomer) and Mandy (Hippy Social) which shows a generational gap. This will help us bridge the gap and guide us to our solutions.

We mapped our user’s journey through a Journey map to further validate our assessment.

Key findings

We have compiled and documented data from user interviews, usability tests and general feedback and found out their pain points, motiviations and goals for the platform therefore we have identified opportunities to tap on.


Tasks to encourage engagement

User Rewards and Prizes

Earn badges and partner rewards


To attract younger and older generation

Compelling Content

SG’s then and now (transformational), not just the past

Saving and Curating Posts

Allow users to have their personal repository

Geolocation for POI

Tagging memories in their respective location data

Framing the Problem

The problem statements were created with a generation gap in mind because it is a key component to have a cross-generation involvement.

George needs an avenue to engage with Singapore’s past and present. He surely is motivated to share his memories in Singapore and loves to reminisce on how much Singapore has changed, while Mandy needs a way to share about the present and learn about Singapore’s past so that she will have a chance to engage and curate.

The Solution

Defined solutions

Based on user research, synthesis and connecting the dots. We are now able to develop solutions that will help promote and improve the platform which consists of a Mobile App, Engagement generating activity, enhanced branding narrative and a better web experience.

Content Strategy

We applied a creative approach to the structure and content of the platform to deliver unique headlines and gain interest below is the content strategy goals:

Deep-dive Information Architecture

Our group performed an open card sort to be able to identify and sort our contents.

Featured Stories

Featured stories are curated memories that will act as featurette that enables showcasing of user’s contents/memories whether it is audio, video, photo and text with a written narrative.


Collections are custom scalable titled categories which will be more specific and with better context. Each collection will be powered by individual tags for curation.

e.g “Old school buses of the 80s” instead of Buses


Quests (formerly Missions) are tasks to encourage and increase engagement. It will also ramp up content collection.

e.g. Mission “The Marina Bay Transformation” + Synopsis and Submission Duration via Mobile App


Discover memories in POI's near the user using phone’s GPS and access content for viewing (Mobile app at the moment).

Developing the visual

Key Features

Prioritising Key features namely, Quests, Featured Stories, Collections and, Discover are key to having a structured solution in this iteration and providing logical functions in this iteration of the platform.

User Flows

Developing the initial phase of the platform visual is plotting the User flows for our personas namely, Joining a quest, Browsing a collection, Sharing different types of memories and, Finding interesting stories.


The sample of our mobile app sketch desktop will be skipped.

Branding Exercise

In Summary, with a refreshed brand approach, the platform itself will be better recognised and will be easier to market to users of different generations.

High Fidelity Visuals

Creating the high-fidelity visuals is guided by our reference point by the colour palette and a visual moldboard to get the look and feel consistent.

Web platform overview

iOS App Overview


Onboarding (added after revision)

Home (scrolled)

Missions (tasks events)

Year ticker in Collections


Testing and Improvements

Usability Test

Our Group conducted a series of individual usability tests with users via Zoom to test out the initial prototype and get feedback.

Apart from our positive metrics, the most important feedback we got from the initial prototype was “Feature stories are not compelling” and what are “Quests”?


With the consolidated feedbacks we had from our users. We initiated some improvements to solidify the context and usability.

More Compelling Headlines

Featured stories with more compelling titles instead of stories with generic headers.

A man’s fight towards UNESCO award for SG’s hawker culture’ VS ‘SG’s hawker culture’.

User On-Boarding

Added onboarding for website as well so users will be familiar with the various functions:

  • Missions
  • Explore
  • Connect

Infinite Scrolling

Revised into infinite scrolling instead of “load more” to encourage content consumption. Footer information will be accessed via the main navigation bar.

Key Learnings and Future Considerations

Even though I and my group mates tested the app and website with good feedbacks from our users, I wish we had been able to try and test on a bigger scale. Like giving more strenuous testing with the MISSIONS concept.

This type of social media cultural project needs a better test run with more users with different perspectives. With a better scale, we would have better metrics and we could test out the Missions (USP) better.

Our findings with the cross-generational relationship (Old and New) will help with the engagement of different age groups to reinvigorate the platform (Old, New, and Transformation).

Working on this project was astounding. Digging deeper into ideas, empathising with the users, critical feedbacks, and crossing out assumptions was a great exercise.


Include a recommendation, promotion and events section to suggest more activity, engagement and physical events that are related to the history and culture of Singapore.


To have an option to join and upload contents to Missions via the website.


Users can explore nearby sites with street view and AR on mobile app.


A Digital Magazine creator. Users can curate and share other users’ content (with respective credits) and create their narrative.