Mobile App Design, User Research, User Interface Design
Background
Sports Hub is
looking to create a comprehensive Super App that serves as a centralised platform for its users to access sports-related services, facilities, events, and activities seamlessly. The focus of this approach is to improve users' overall Sports Hub experience and enhance their satisfaction, thereby increasing the likelihood of returning for future engagements.
Objective
- To design and structure an environment so that it can be understood, accessed, and used to the greatest extent possible by its users.
- Simplify the user journey and make it a frictionless user experience that helps to drive engagement with SportsHub services.
PROPOSAL TIMEFRAME
2 Weeks
MY ROLEAs the UI/UX designer, I - Ideated and plan the flow of the screens
- Designed the UI mockups and created proposal deck
- Worked with senior management and dev team to strategise and discuss scope of the presale
TEAM INVOLVED
2 UI/UX designers, 1 tech lead, 1 project manager
Design Solution
Our approach centered on developing a personalised Sports Hub Super App experience, designed to cater to individual user needs and preferences. We prioritises a user-friendly interface with several core features, including:
- Seamless Booking ProcessCentralising ticket and facility bookings by moving away from external platforms like Ticketmaster.sg and Perfect Gym.
- Effortless WayfindingProviding intuitive navigation directly to the user's event gate or specific seat.
- Comprehensive Facilities InformationOffering easy access to details about all available facilities.
- Enhanced Commercial OpportunitiesIntegrating additional features designed to drive sales and engagement.
Key Features
Personas
To ensure our design and proposal resonated deeply with target users, we developed four user personas. Each persona highlighted specific features, showcasing their unique journey and addressed some of the pain points and goals.
This was further supported by a customer journey map for each persona to illustrate how individuals in diverse roles would navigate, interact with and benefit from the proposed solution.
Persona 1 Persona 2 Persona 3 Persona 4
Persona 1: Local Individual
Customer Journey Map
Hi-Fidelity Mockups
Quick Access & Seamless Wayfinding
To streamline the experience on the event day, the app displays Jia Jie’s upcoming booking schedule, enabling immediate access to their purchased tickets.
To further enhance the user journey, we implemented integrated directions to the allocated seat, which guides Jia Jie based on his booking and real-time location relative to specific landmarks. Our aim was to create a seamless journey from ticket retrieval to finding the exact location within the venue.
Effortless Ticket Access
Jia Jie has the flexibility to access their tickets within the application or conveniently store them in their Apple/Google Wallet for immediate access.
Persona 1 Persona 2 Persona 3 Persona 4
Persona 2: Foreign Family
Customer Journey Map
Hi-Fidelity Mockups
Timely Notifications & Personalised Engagement
Our design for the app's dashboard delivers personalised, real-time notifications and targeted promotional offers (e.g., 'Sports Hub 3-Day Pass'), leveraging on Kristy’s booking history and preferences. To complement this, she can also quickly view upcoming bookings directly on the homepage, providing one-tap access to tickets and immediate directions to event venues.
Curated PlansThis section presents curated plans and deals designed to match the user's specific schedule. Kristy is able to select from a variety of options that fit their timeline, with advanced filtering capabilities for activities (e.g., 'all-day' or 'night' adventures) to further refine her choices.
Convenient WishlistWe also included a wishlist button integrated directly into each activity's detail page. This feature enables her to effortlessly bookmark activities for any future planning and consideration.
Persona 1 Persona 2 Persona 3 Persona 4
Persona 3: Active Community
Customer Journey Map
Hi-Fidelity Mockups
Deals & Facility Booking For users like Richard, the app provides swift access to essential features for finding and booking his ideal sports venue, such as a badminton court. He can effortlessly discover and apply the best deals and discounts for his desired activity. The streamlined booking page then allows him to select availability, apply vouchers, and finalise reservations with just a few clicks, enabling instant savings and efficient planning for his games.
Booking Confirmation & SharingAfter Richard successfully makes a payment, he'll immediately land on the Booking Confirmation page. From here, he can easily:
- View all his booking details right away.
- Add the booking straight to his personal calendar with a quick tap.
- Share all the booking info with his friends directly from this page.
And if plans change, there's a "Cancel Booking" button to let him cancel his booking and get his refund.
Enhanced DiscoveryThe refunded page was strategically designed as an entry point to new deals and innovative facilities. This approach is to continuously engage users like Richard by presenting tailored recommendations and encouraging him to explore new offerings. He can also utilise the enhanced map for landmark-based navigation and bookmark his preferred facility to plan for any future activities.
Persona 1 Persona 2 Persona 3 Persona 4
Persona 4: Football Enthusiast Couple
Customer Journey Map
Hi-Fidelity Mockups
Event Discovery & BookingThe 'Events' feature facilitates effortless discovery, allowing Sherman to quickly find relevant events through targeted filtering by categories like 'Sports' and 'Location'. A key thought process behind this was to integrate seamlessly with third-party systems, providing embedded ticket views directly within the app to eliminate friction. As an added incentive, Sherman is rewarded with loyalty points for every event booked.
Centralised Booking OverviewThe 'Bookings' tab in the bottom navigation provides Sherman with a centralised view of his upcoming events and facility bookings. This design allows quick access to review details of his purchased tickets and reserved facilities, enhancing his overall experience.
Loyalty Rewards ManagementThe app also displays total loyalty points directly on the homepage, providing immediate access to a detailed rewards overview. This section allows Sherman to view his accumulated points and explore redeemable items, including F&B discounts, exclusive merchandise, and catering services. Our aim here was to continuously reward user passion and engagement.
Say Hello! Email me at shermin.work@gmail.com
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