For SMU's Digital Business - Technologies and Transformation module, my group (of 5) was tasked to design a digital transformation strategy for an existing company with a societal or national impact.
We chose the Mandai Singapore Zoo as it had a decreasing visitor count, and its overall customer experience was poor.
"Join the Wild Side" is mainly an all-in-one mobile application that we believe would encourage visitation and improve the customer experience.
Due to the pandemic and the subsequent travel ban, the Zoo had suffered a sharp decline in visitors in 2020.
Additionally, the Zoo had many inconveniences such as multiple booking portals and unmanaged crowds, resulting in an overall poor customer experience.
After thorough situational analysis, the Zoo has a low to medium competitive environment. Thus, there is a high urgency and value for transformation.
Our user goals are to enable customers to conveniently engage the Zoo's facilities, while providing new forms of entertainment.
Our business goals are to improve user flow and processes and encourage greater customer interaction with the Zoo.
With the Mandai Zoo mobile application, we did the following:
- Combined multiple booking platforms into one booking platform
- Implemented a digital map for easy and convenient navigation
- Reduced crowds with virtual queues and online ordering
- Enhanced customer interaction with AR features
- Enabled easy spotting of wildlife; improved customer experience
- Encouraged app interaction through reward system
- Engaged customers from their homes
- Created another source of revenue
Overall, this application addresses customers' pain points, and helps boost visitor traffic and retention.
This project taught me how to utilise digital technologies to improve an existing companies' processes and customer experience. Most importantly, it taught me how to incorporate digital technologies into my designs.
I designed this infographic poster as a summary of our digital strategy "Join the Wild Side".
