Sentosa Islander App
2023 / iOS & Android App
/ Background
Sentosa Island is Singapore’s premier resort and leisure destination.
Sentosa Development Corporation approached our agency to help them create a native app for their “Islander” loyalty program.
With a “Speed-to-Market” approach, we centered on the principle of lightweight and great UX, and designed and launched the new app within a 16 weeks timeline.
/ My Role
I was part of the experience design team, I led UX and UI design to improve way-finding, activity discovery, and loyalty services, balancing leisure exploration with streamlined business actions
Client's problems:
Sentosa’s diverse attractions and services were scattered across third-party sites and outdated apps. Users, especially first-time visitors, struggled to discover things to do and access loyalty perks.
Our approach:
To ground design decisions, we conducted heuristic evaluations of existing information channels, synthesised feedback from initial user interviews, and mapped key journeys (e.g., activity discovery, “Islander” loyalty perks). These informed wireframes and interactive prototypes that we iterated via usability tests.
Our focus:
From a business standpoint, we wanted to tighten the sign-up process to increase conversion, speed up logins to increase usage, simplifying points-earning to increase usage, and recommending vouchers to increase redemption.
Early research also provided key insights that drove our design, namely how users valued concise, actionable information over large image-heavy pages, members needing quick access to service details without clutter, and discovery behavior often triggered by context (location, time of day).
Building impact:
Within 6 months of release, the app delivered measurable business value:
/ 96% increase in spending per user
/ 20% increase in sign-up conversion rate
For future iterations, we would also define deeper success metrics such as membership activity and increase rate.
Reflections to look forward:
Building the Sentosa Islander App reinforced the importance of balancing discovery and task efficiency in experience-heavy environments. Future iterations would focus on real-time context (e.g., location triggers) and deeper integration with membership functions to further reduce friction.