I designed a seamless booking experience for ActiveSG users which is projected to maximise facility utilization and reduce administrative overload.
UI/UX Designer
Sports & Fitness
Apr 2024 – Sept 2024
Overview
With the widespread frustration over ActiveSG’s inefficient booking system, it became clear that a solution was needed to address the rampant issues users faced when trying to secure sports facilities. I spearheaded the end-to-end design overhaul of the ActiveSG platform, focusing on optimizing the booking process and curbing system abuse.
The revamped platform not only streamlined bookings but also significantly improved user satisfaction, leading to a fairer and more accessible system for all. The launch was met with positive feedback from the community, resulting in a more active and engaged user base.
Highlights
Context
ActiveSG aims to maximize facility utilization and provide seamless access to sports venues across Singapore. However, the current booking system faces challenges with rampant misuse, leading to underutilized facilities and user dissatisfaction.
ActiveSG users seek a reliable and straightforward way to book sports facilities at their preferred times and locations. However, they often encounter frustrations due to the unavailability of slots, which disrupts their ability to maintain an active lifestyle and fosters a sense of unfairness in the booking process.
The problem
Users frequently faced difficulties in booking their preferred facilities, often finding them fully booked.
Ironically, many of these ‘fully booked’ facilities remained underutilized, with empty courts visible during peak hours, pointing to inefficiencies in the system.
The process of canceling bookings was also problematic, adding to user dissatisfaction and preventing others from booking available slots.
The frustration led to the rise of an unofficial resale market for coveted booking slots, further complicating fair access for genuine users.
Research
During the research phase, my team and I conducted a detailed survey and in-depth interviews with ActiveSG users to gain a deeper understanding of their pain points and frustrations. The survey helped us gather quantitative data on user behaviours, preferences and overall satisfaction levels, while the interviews allowed us to explore specific challenges users faced when booking facilities, cancelling bookings and navigating the platform.
Research Insight
Nearly half of users would increase their use of the ActiveSG app if the booking process were easier, reflecting a need for improved navigation and functionality.
Research Insight
Over half of ActiveSG app users rely on it for booking sports facilities, but the low satisfaction score indicates significant dissatisfaction with the booking process.
During our user interviews, we discovered something interesting.
ActiveSG Users are happy to queue for facilities — if only they could.
Success metrics
Before diving into solutions, it’s crucial to define our success metrics. This approach will guide our efforts, prioritize what matters most, and pave the way for success.
Simplifying the cancellation process will decrease the number of support requests, freeing up administrative resources for more urgent or important requests.
A more efficient booking system ensures fair access and increases the use of available facilities for all users.
An improved booking and cancellation process will lead to higher user satisfaction and minimizing the frustration of dealing with fully booked yet empty facilities.
Design Process
After completing our research and synthesizing the data, I quickly transitioned to sketching out potential solutions. These sketches ranged from iterative improvements on the original design to completely new concepts that addressed the pain points we identified.
The original home screen prominently displayed the ActiveSG wallet, but this wasn’t the main reason users came to the app. The primary actions of booking facilities, booking classes and purchasing passes were buried in the bottom navigation. To improve usability, I relocated these key functions to the centre of the screen, making them easier to access within the Thumb Zone and reducing the effort needed to navigate the app.
The facility search section had a significant amount of underutilized space. To make better use of this area, I introduced three quick searches (one past booking and two favorites), allowing users to access their past bookings swiftly. We also streamlined the section to accommodate a new area for other facilities, ensuring users have all the options they need at their fingertips.
The selected booking page previously had a lot of unused space, which obscured important details. I moved essential information like the facility’s address and location rating to a more prominent position, making it easily visible. I also enlarged the date display to prevent errors and minimized the need for excessive scrolling to find available courts and dates.
Additionally, I introduced a Waitlist Management feature, allowing users to join a waitlist for slots that are currently full, optimizing the booking process further
The bottom navigation, traditionally used for top-level navigation, was previously only accessible in the app’s main sections and disappeared afterward. We addressed this by moving primary activities to the middle section and adding notifications and a cart icon. This change ensures that users can navigate the app seamlessly and return to their desired sections without friction.
Usability Testing
To ensure our designs were both functional and user-friendly, I conducted usability testing with a series of three tasks for participants to complete. The insights gathered from these tests were not only interesting but also critical in refining the final design.
Iteration #1
In the initial design, users took an average of 20 seconds to complete the task. This was due to an overwhelming amount of information they had to sift through before taking action.
To improve this, I introduced Progressive Disclosure of the information. This reduced overall time taken and time at each section to complete the task.
Iteration #2
Users were confused by the text ‘Waitlist Successful’; they could not determine if that message meant that they were successfully waitlisted or if their waitlisted booking was now confirmed.
The aim for this iteration was consistency. I decided to use more concise text to prevent any confusion. Using the text ‘A Court Opened Up’ would mitigate any uncertainty and the options presented to the users would guide them to navigate the process of completing their booking seamlessly.
FINAL DESIGN
Our final design focused on simplifying the user journey by addressing the key challenges. I introduced a seamless Waitlist Management system, allowing users to join a queue for fully booked facilities. Real-time notifications were integrated to inform users immediately when a slot became available, reducing the need for constant app checks. Lastly, I streamlined the Cancellation Process, making it quick and easy to free up slots for others, improving overall facility utilization and user satisfaction.
Users can now easily join a waitlist for fully booked facilities, ensuring they have a chance to secure a spot if someone cancels. The intuitive waitlist feature is clearly highlighted in the UI, with prominent icons and text to avoid confusion. This ensures that no facility goes underutilized, and users are given more opportunities to participate.
With real-time notifications, users are promptly alerted when a spot opens up, eliminating the need for constant manual checks. This instant notification feature ensures that users can act quickly and secure their desired booking, improving both user satisfaction and the overall efficiency of the app.
We simplified the cancellation process, reducing it to just a few taps. A quick cancellation button is now prominently available on the booking screen, making it easier for users to free up slots when they can’t make it. This helps increase facility availability while reducing frustration and support requests.
NEXT STEPS
Looking ahead, I’ve outlined three key steps to further enhance the platform. First, introducing Priority Booking for New Users to encourage more participation. Next, integrate Singpass Check-in for seamless and secure access to facilities. Finally, exploring 3rd Party Facility Management to improve court availability, streamline check-ins, and ensure facility maintenance is up to standard. These steps will ensure continued improvements to the user experience and operational efficiency.
Seamless integration with Singapore’s national digital identity system, Singpass, will simplify the check-in process at facilities. This eliminates manual verification steps, ensuring that users have a faster, more secure and hassle-free experience when accessing facilities. It also prevents misuse of bookings by verifying the user’s identity before accessing any facility, adding an extra layer of security.
To encourage more people to engage with the ActiveSG platform, I propose introducing priority booking for new users. This feature will give first-time users easier access to booking slots, helping them feel more welcomed and increasing their chances of successfully securing a facility. This approach not only promotes user acquisition but also helps maintain user retention by providing a smooth onboarding experience.
I also plan to explore partnerships with third-party facility management providers. This step ensures that facilities not directly managed by ActiveSG are still accessible and efficiently maintained. By leveraging external support, we can enhance the overall availability and quality of sports facilities, ensuring users have more options and a better experience with fewer operational bottlenecks.
