Singapore Tourism Board

Singapore Tourism Board website revamp

Problem and solutions

The Singapore Tourism Board (STB) considered a website revamp for several reasons, including:

Improving navigation, layout, and overall design to enhance user experience.
Updating content to ensure it is accurate, relevant, and engaging for visitors.
Enhancing the visual appeal of the website to better showcase Singapore’s attractions, culture, and experiences.
Optimizing the website’s content and structure to improve its visibility in search engine results.
Incorporating new features and functionalities to enhance the overall user experience.
Ensuring the website is responsive across various devices and screen sizes. This is essential for catering to the growing number of users accessing the internet through mobile devices and tablets.
Optimizing website performance to improve speed, reliability, and scalability. This could involve optimizing code, leveraging caching techniques, and upgrading hosting infrastructure to ensure fast and seamless user experience.
Staying ahead of competitors by offering a modern, visually appealing, and user-friendly website that effectively promotes Singapore as a premier tourist destination.
Ensuring the website complies with accessibility standards to make it inclusive and accessible to all users, including those with disabilities.
Implementing robust analytics and tracking mechanisms to gather insights into user behavior, preferences, and engagement metrics.

Revamping the Singapore Tourism Board (STB) website involved several steps to ensure a successful and effective transformation.

Research and Analysis:

Conducted user research to understand the needs, preferences, and behaviors of the target audience.
Analysed existing website metrics, such as bounce rates, session durations, and user journeys, to identify pain points and areas for improvement.

Define Goals and Objectives:

Determined clear goals and objectives for the website revamp, aligned with STB’s overall mission and strategic objectives.
Identified key performance indicators (KPIs) to measure the success of the revamp, such as increased user engagement, improved conversion rates, and higher satisfaction scores.

UX Design and Wireframing:

Developed wireframes and prototypes based on user research findings and identified goals.
Designed user-friendly navigation structures, ensuring intuitive pathways to key information and attractions.
Created mockups and design concepts that incorporate STB’s branding guidelines and visual identity.

Content Strategy:

Developed a comprehensive content strategy that aligns with user needs and supports STB’s marketing objectives.
Created high-quality, engaging content that showcases Singapore’s attractions, experiences, and culture.
Ensured content is structured logically and presented in a visually appealing manner to enhance user engagement.

Visual Design:

Designed visually appealing interfaces that reflect Singapore’s vibrant and diverse tourism offerings.
Incorporated high-quality images, videos, and multimedia elements to create an immersive user experience.
Used consistent design elements and branding across all pages to maintain coherence and reinforce STB’s identity.

Responsive Design and Accessibility:

Ensured the website is fully responsive and accessible across various devices and screen sizes.
Implementded accessibility features and adhere to web accessibility standards (e.g., WCAG) to make the website inclusive and accessible to all users, including those with disabilities.

User Testing and Iteration:

Conducted usability testing with representative users to gather feedback on the website’s usability, navigation, and overall user experience.
Iterated on design and content based on user feedback, making improvements to address pain points and enhance user satisfaction.

Launch and Promotion:

Planned and executed a coordinated launch strategy to promote the revamped website and generate excitement among users.
Leveraged STB’s marketing channels and partnerships to drive traffic to the new website and encourage user engagement.
Monitored website performance post-launch and make any necessary adjustments to optimize user experience and achieve desired outcomes.