Sentosa Ecommerce Platforms
2023 – 2024 / iOS & Android App + Website
/ Background
Sentosa Island is Singapore’s premier resort and leisure destination.
Sentosa Development Corporation recently enhanced its reservation systems. We were tasked to integrate their new capabilities into the existing Ecommerce platform on Web, as well as migrating the entire platform onto the Islander App to create a new all-in-one Sentosa experience on mobile.
/ My Role
I was part of the experience design team, I led UX and UI design across key purchase and checkout flows, aiming to reduce friction and improve clarity for users navigating multiple product types.
Client's problems:
Sentosa’s new ecommerce experiences were fragmented across platforms and product types. Users faced inconsistent UI patterns and unclear purchase flows when switching between ticketing, packages, and events. This led to confusion, drop-off at checkout, and reduced conversion confidence.
Our approach:
We mapped key user journeys for major ecommerce flows (ticket purchases, activity bookings), identified pain points in existing interactions, and iterated wireframes and UI screens focused on clarity, consistency, and friction reduction. Deliverables included navigable purchase flows, clear product details, and aligned visual hierarchies.
Building impact:
Within 3 months of release, we managed to increase sales by 64% by simply making the purchase journey more meaningful and enjoyable for users.
The redesigned flows aimed to establish consistent patterns across disparate platforms, with clearer decision points and reduced cognitive load. Future iterations would benefit from usability testing with real users and performance data on checkout conversion rates to further optimise purchase funnels.
Reflection to look forward:
Working across multiple ecommerce touchpoints reinforced the value of consistency and clarity in complex purchase journeys. Aligning visual and interaction patterns across ticketing, tours, and event bookings made flows more predictable for users, setting a foundation for future optimisation.