07: Groupon For A Change


The Groupon website was launched in November 2008, and the first market for Groupon was Chicago. By October 2010 Groupon served more than 150 markets in North America and 100 markets in Europe, Asia and South America and had 35 million registered users. Groupon outgrew the campaign website ThePoint.com in November 2008. Its name blends “group” and “coupon”. Groupon’s first deal was a half-price offer for pizzas for the restaurant on the first floor of its building in Chicago.


When first logged on to the Groupon web, the first page welcoming you is the ‘Featured deals’ which only shows one Groupon deal. As a user navigating through the Groupon Web myself, I got a little confused when first entering the web before realising I was actually at the ‘featured deals’ page. So as a user, in order to get to the Groupon I was looking for, I had to select ‘All Deals’  where the various Groupon categories will appear and the selecting my desired category.


The second thing that I realised is that Groupon actually doesn’t have a ‘Shopping cart’ button in anywhere of the page. I personally feel that a shopping cart is pretty important especially when you’re busy shopping away on the web and shopping cart just makes everything seems easier. Well, you just have to make a few clicks and add the items to your shopping cart and continue shopping from there!





The ‘Home Page’ – what users will see when they first entered the website. I’ve decided to make the homepage showing a slideshow of some popular deals falling from various categories. Its like an ‘introduction’ to the page. I’ve also found out that usually logos on the website would bring a user back to the home page and people nowadays are pretty aware of this. Thus I’ve also made the Groupon logo a link back to the Home page, no matter which page they are at.

Since it is a ‘Home page’, I feel that we should feature more different attractive deals for buyers instead of just one deal of the day. 


Next will be the ‘All Deals’ page. Upon mouse-over, the ‘All Deals’ button will have a drop down menu, with ‘Hot deals’ and ‘Last day’ falling under ‘All deals’. Header fonts are also enlarged upon hovering over with a mouse so that users know where they are clicking on.

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all dealssss


last dayyy

I’ve also put the other 3 more important categories as one of the few headers. These are the most common categories that people look for and most Groupon deals would have fall into these 3 categories. So for instance, if a user wants to look for a good travelling deal with Groupon, they could have just clicked on the ‘Travel’ button when they are at the home page. It would be more convenient for users who are more specific in their search and/or already know what they are looking for.

travellll dininggggg productssss

Lastly, here comes the use of the ‘Shopping cart’ button if you are looking at too many items at one go, you can simply just add these items to the shopping cart and then go back to them with just a click on the button, regardless which page of the web you are at.

Here is where it will show all the items you have added to the cart. Fret not, you can always remove the item from the cart if you feel that you do not wish to buy it anymore.





People are getting more and more lazy and the busy people just couldn’t get any lazier! Every morning people will deal with their over-crowded cupboards, trying to flip through the hangers and pick their perfect clothes of the day. It often occurs that people tends to pick the hangers out and if they didn’t like it, they would just chuck it aside or throw it on the bed instead of neatly hanging it back to the cupboard. Probably because they are rushing for time in the morning and/or too lazy to put the clothes back.

Instead of the normal clothes hanger that’s ‘hanging’ inside the cupboard, the magnetic-retractable hanger allows people rushing for time to just pull the shoulders of the hangers out and if they do not like the clothes, they can just gently release the clothes back with the ‘retractable pulley’ attached from the shoulder to the ear of the hangers.


Asian Housewife

User: A 45 year old housewife and part time worker. Only standing at 1.5m tall.

Background: Ivy has been a housewife for 20 years. She wakes up early in the morning to go to work and comes back in the noon to do household chores such as washing the clothes, making meals for the kids, cleaning the house, keeping the clothes, etc.

Key problem: As a housewife, she also faces some difficulties when doing chores. Given her 1.5m height, she always has trouble reaching to the clothes hanger of their built-in wardrobe which is as high as all the way up to the ceiling. When keeping the clothes back to the respective hangers in the wardrobe, she always has to tiptoe and stretch her arms to get it done.

Even when she goes to work in the morning, she has this bad habit of picking clothes out of the hanger and leave it on the bed causing a big mess because she finds that it is difficult for her to arrange the clothes back into the wardrobe and it takes up a lot of time in the morning.

Scenario: With the magnetic retractable hanger, she can just pull by the shoulder of the hanger to put the clothes back on the hanger. It would be very convenient for her as a housewife so she does not have to go on tiptoe to get it done anymore. Also, it is neat as the hangers are already organized in the wardrobe and she does not have to bring down the whole hanger from the wardrobe.

When she goes to work in the morning, she also saves time with the magnetic retractable hanger. When picking her clothes to wear to work, she can easily just pull by the shoulder of the hanger and the pulley in the hanger will bring the clothes down for viewing. If she doesn’t like it, she can slowly release it back into the wardrobe. This will not cause a mess in her room when picking clothes to wear.


There are many different kind of hangers made from different materials – such as wood, wire, plastic, etc. These clothes hanger may look different from one another but one thing I noticed that they share in common is that the way the hanger is functioned is still the same. In other words, it is still designed with an ear-like hook and the action that users make on it is still the same – ‘Grab’ and ‘Lift up’ in order to get their clothes.  Out of so many different kind of clothes hanger, t

If we change this systematic way of picking your clothes from a clothes hanger, it might be neater in your cupboard, save time and most importantly be more convenient for users. There is no other way than to just pulling the clothes off from the hook with an attached pulley and magnetic effect!

Here are some most commonly seen/used clothes hanger.

images (6)  ugh t59f5f_istockphoto_1280207-clothes-hangers

Here are some innovative clothes hanger design I have to share.

The plastic bottle clothes hanger.


The paper clip clothes hanger.


The inflatable clothes hanger.


Decorative clothes hanger.

images (5)


Sketches of the normal hanger and the magnetic-retractable hanger.






Retractable Pulley – To allow users to pull/extend the clothes out with the ‘ear’ still hanging on the rack and not having to take the whole hanger down. (Conveniency)


Magnets – To keep heavier clothes hanging and attached to the ‘ear’ of the hanger. Without the magnet, clothes that are too heavy will be pulled down by the pulley.



IMG_6535 IMG_6536




Shows how users interact with the product and how conveniency is made for them.

  • Save time
  • Convenient
  • Neat
  • Great for short people who can’t reach up to hanger

Retractable Hanger


  1. Creative hanger designs http://www.toxel.com/inspiration/2009/08/28/18-modern-clothes-hanger-designs/

05: Digital Feedback Form


Writing feedback forms is becoming more of a hassle to people nowadays. How about filling up a digital feedback form? To catch up with the modern Singapore where everything is improving and becoming more advanced. At the same time, we also go green by implementing the digital feedback form which reduce the usage of paper.



User: A 15 year old anorexic patient with slight depression.

Background: Chew Ling is an anorexic patient who is currently undergoing treatment in Khoo Teck Puat Hospital. Because of her anorexia behavior, she also starts to develop a slight depression and doesn’t like to speak much.

Key problem: Chew Ling tends to keep things to herself and doesn’t like sharing. She loves to draw and do random colouring on a paper. When given a feedback form, she will only doodle on it. The feedback form may be too dull for her and she might not understand the main purpose of it.

Scenario: With the digital feedback form, Chew Ling can then interact with the digital device, full of pictures and colours. The colours and smiley faces in the device can also help her to determine ‘sad’ and ‘happy’ and pictures can also help to give her a better picture of what is happening and she can then understand the situation through the picture, instead of the old, boring feedback form.


At Khoo Teck Puat Hospital, on average almost 70-100 feedback forms are received daily. If patients/visitors were to provide their feedback on the digital feedback form, it would have cut down the large number of papers used/printed solely for feedback forms.

While redesigning the current feedback form, we also found out how the questions phrased are confusing and misleading. The layout of questions for patient’s particulars are very confusing. There’s too many a time where feedback providers resort to rephrasing the questions so that the whole thing will sound.

Concept Development

With the digital feedback form, it also enhances the whole look of it and colourful graphics are taking over the old boring feedback form. The whole concept is not only to save the Earth and go green – but to give feedback providers a different touch and an alternative way of providing their feedback. It is definitely user friendly and something that everyone is familiar with, since a large amount of Singaporeans own an iPhone each.

As shown in the diagram below, Singapore is ranked one of the world’s highest population to own an iPhone.


(References: http://asiancorrespondent.com/37156/iphone-usage-across-asia/)

Shown below is a hard copy of an inpatient feedback form of Khoo Teck Puat Hospital.



Wireframing – the structure, page layout and/or arrangement of the content. Rough idea of how the whole thing is going to look.

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The final look of the new digital feedback system.

The ‘Home Page’:


After the home page comes the ‘Ratings’ page:

An image of the hospital is put as the header of every page. Such image especially at the ratings/feedback page usually affects the ratings. If a feedback provider were to notice the header picture as she clicks, it will most likely have a much more positive ratings.


Here’s another look of the page. When rolled-over or a click, the faces will light up accordingly. The lighting up creates more interaction with the user and is much more colourful/cheerful looking as compared to the old feedback form on paper.


Next will be the ‘Feedback’ page:

This is where the ‘real’ feedback will come in other than the ratings previously which is more limited and standardised. On this page as seen, there is a quote “We value your feedback” which I feel is pretty important especially in feedback forms where you expect patients to give their true comments. We have to let them know that their feedbacks are important to us and we treasure and value every one of them.


Here’s the same page shown when something is typed into the box and if a patient clicks on either of the circles.


Finally it comes the last step the ‘Submit successful’ page:

If the form is submitted successfully, a little box with a green tick will appear on the next page showing users that the feedback they have provided are successfully submitted to us. It is a kind of acknowledgement we ought to let our feedback providers know that “Okay, we got it. We got your feedback”.


Otherwise, should the form not be submitted successfully, another ‘Error’ page will appear on the screen to inform the providers that their feedback are not submitted successfully and prompt them to return to the ‘Home’ page and try again.


As most people can see from the differences between a paper feedback form and a digital feedback system. The digital feedback system is more interactive as well as great colours and graphic. Most importantly, it makes giving feedback easier for patient and save a large amount of papers.



  1. Pictures taken from http://www.ktph.com.sg/main/home

04: Atom-inspired Lights


Atom structure are known to be in the shape of a ‘bundle’ and are usually closely packed and linked together with one another. A group of atoms are bounded together based on the same force, which eventually forms a molecule.





Here are some inspiration work of atom molecules.






Some sketches of how the structure of the light should look.



Here’s a very different light both inspired and have the look of an atom structure. The yellow glow would be the source of light.


03: Service design on-board plane


When travelling abroad, people will always have trouble finding their seats on the plane and struggling to store their baggages at the top. There is a lack of interaction between air stewardess and their passengers. Air stewardess only put on a smile, greeting and welcoming passengers at the entrance.

It also seemed that the services of some airlines are dropping standards. Passengers may also have difficulties locating their seats since most of them will be unfamiliar with the airplane seats and passengers especially children will have trouble storing their baggages at the top.


The roles and responsibilities of an air stewardess can come out to a long list – from giving safety briefing before take off to ensuring that all passengers are in good health. They are also trained in providing first aid and dealing with a wide variety of emergencies.

Air stewardess, also known as a flight attendant first came about in 1912. Up till now, despite the many roles they have to carry, it is almost impossible to find an air stewardess helping passengers with their baggages and assisting them to their seats.

I came across this online blog post showing customers’ reviews of plane services:

“SIA used to be a brilliant airline with customer service second to none, had high expectations for my flight Singapore to UK, but flight attendants hardly noticed that you were there; never mind a friendly smile, there was virtually no interaction.” – 4 September 2012 by R Reay (UK)

“Hong Kong – Singapore, return flight last week. Check-in in Hong Kong was fast and smooth. On both legs, service onboard was not very good, most of the crew were not smiling. Food was terrible both from HK and from Singapore. Check in for the return flight was not smooth. Staff could barely speak English and were not polite. Based on this flight I will think twice before taking Singapore Airlines.” – 20 February 2013 by P Wong (China)

All these reviews have shown that airline services are declining and most of them barely put on a smile. Passengers also feel that there were not much of interactions.

An online article shows how an American Airlines’ gate agent (cabin crew), Ms Heberer goes the extra mile to take care of passengers: http://online.wsj.com/article/SB10000872396390443931404577548900154205444.html

In another separate article written by one of Ms Heberer’s passengers, mentioned how Ms Heberer had gone the extra mile for him and how important airline services are.

“the need to give high-fare customers hands-on service.”
“The airline business is a customer service business. Airlines sell a service, not a widget.” – Scott McCartney 
Concept Development

I believe we have all known what is the main issue here – services. Paying so much for an air ticket and spending hours travelling onboard, it is inevitable to expect a good service to accompany you througout the journey.

Besides stationing at the entrance, smiling and greeting passengers, air stewardess should have more action and communication with them. There is a need to let passengers feel that air stewardess are not just there welcoming them on board but also at their best giving their full service.

To further improve the services of an airline, more interaction between the air stewardess and the passengers need to be involved. To let passengers have a more enjoyable journey on board, air stewardess should go the extra mile to help passengers locate their seats and offer to help to store their baggages at the top.

Presenting blue print for plane service

I first started with coming out with a list of services that people want/expect from the airlines and what are the procedures/steps a passenger will take from making a reservation of flight tickets to the landing of their final destination.

These procedures/steps are also known as the touchpoints, where passengers interact with the airlines company. I came across some websites showing their example of blueprint and saw the ‘Backstage’ and ‘Supporting processes’. I thought it was rather a good idea to include these headings since we are talking about services here and I believe every touchpoint, even the ones unseen/invisible are important and they all play a part in good services.

For example, if the registration system (invisible) has got a technical problem while checking in for a passenger, it would definitely hold the passenger up and might delay time which will eventually affect the services itself.



  1. How a blue print looks like
  2. Cabin crew
  3. Customers reviews
  4. Ms Heberer
  5. Scotts McCartney

02: Environmental Studies: Haji Lane


Haji Lane is one of the top favourite place people would patronise other than the typical shopping malls in Singapore. Unlike any other shopping mall, Haji Lane is one that is without directory/map. A directory/map in a shopping mall helps their shoppers to locate their location and have an overview of what kind of stores are there in the mall.

Haji Lane is a long, two columned and narrow stretch of double storey shop houses. Therefore, that makes it even more impossible for shoppers to have an overview of the shops there, unless having to walk down the whole lane.


An online survey is conducted to find out how familiar are people with Haji Lane and whether they faced any issues locating the stores.

Surveys show that majority of the people are unsure of the stores in Haji Lane.


Most of the people seems to have difficulties locating certain stores in Haji Lane. This could be due to the structure of the place, since it is long and narrow.


Many of them liked the idea of putting a directory of Haji Lane, which could probably be of great help and assist them in finding the exact location of a particular store. At the same time, it also shows the overview of all the stores in Haji Lane, be it cafe or boutique.


Shown below is the human flow drawn out on an ‘Earth map’ showing the bird’s eye view of Haji Lane. It shows the most common, possible ways people can enter or exit Haji Lane. With this as a guide, I will have a rough idea of where to place the directory.


The cone of vision is the area of sight – or the angle of sight. To see an entire image, a person must position himself far back enough, usually a cone of vision of 60 degrees is required.


Using the cone of vision, I have decided to place the directories at the average eye level of a person. It must not be too high nor too low in case it might be outside of the cone of vision of a person. It must also be within the range of 60 degrees when a person is standing at a reasonable distance from the directory.


After the directories are being put up at certain spots in Haji Lane, I conducted a short interview with a few shoppers around Haji Lane regarding how shoppers feel about the map.

An interview with a random shopper, Amanda Lee, 18 says: “The directory being placed at the different location is actually visible and easily noticed. The map helped me a lot in identifying the different shops in Haji Lane. Without the map, I wouldn’t have know that these shops actually existed.”

In another interview with housewife Mdm Ivy Heng, 46 says: “I usually don’t walk to the other end of the whole lane and it is a hassle to actually look for a particular shop in Haji Lane especially if you are unfamiliar with the place. The directory here actually helps me to find the exact location of the shop that I’m looking for.”

Concept Development

A directory of Haji Lane will be place at various corners, especially at the ‘main entrance’ where most people usually enters from.

Having a few directories placed at different corners of Haji Lane, shoppers can easily have an overview of the whole Haji Lane. They would not have to stroll through the whole lane that seems never-ending, checking both columns and double storeys for the shop they are looking for. Or way before they enter Haji Lane, right at the entrance, they would already have known the kind of shops to expect in Haji Lane.

The map also serves another purpose: to let shoppers know their current location by indicating ‘You Are Here’ on the map. Knowing which part of Haji Lane they are at, shoppers will not lose their way easily and will know how near are they towards the other end as well.

With the directory implemented in Haji Lane, it could also be of an advertising for all the shops in Haji Lane. So if a shopper were to locate a particular shop, he/she would go directly to the shop without having to go through each and every store.

It will also be a benefit to the stores nearing the end of the lane, since some shoppers may not have carried on strolling through the end of the lane.But if shoppers knew what kind of stores are at the end of the lane, they would have probably make the effort to specially go to that particular store that caught their eyes.

Last but not least, the map would have been a good way-finding element for shoppers. No matter where you go in Haji Lane, once you see a directory, you’ll know where you are.

Digital Prototype

The different colours on the directory acts as a category, in categorizing the stores into ’boutique’, ‘cafe/bar’, ‘others’, ‘for rent’ and ‘NIL’. The colour category helps people to easily read the directory.

For instance, at one glance I can tell that Haji Lane consists mainly of ’boutique’ shop because of the yellow box I see taking up most of the directory. ‘For rent’ also act as a guide for business men or interested parties who are looking for a store to rent. At the same time, it also acts as an advertising method to help the stores for rent.

If I were interested in renting a store, I would be able to see from the directory which stores are available for rent, know what kind of stores are surrounding it and which part of Haji Lane does the store sets in. The directory would be of great help to interested parties to know more about the surroundings of the shop they’re renting and can make comparisons within the stores in the directory.

Directory showing the whole stretch of Haji Lane is being split into three.








  1. Cone of vision images
  2. Cone of vision

01: Secure Your Seats


When dining out at foodcourts, the solo diners always lose their seats if they were to leave their seats to purchase their food. It is almost impossible for them to keep their seats. Those in groups will have to take turns to purchase food, with at least one person at the table keeping the seat.

In some cases, people even go to the extend of leaving their personal belongings at the table to mark it as ‘reserved’. And most commonly seen in Singapore, people uses tissue packets to ‘reserve’ their seats.

People are tired of the time wasted for queuing up and waiting for their food to be ready after ordering. It is also tough to carry your tray of food to your table due to the human traffic, especially during peak periods and the place is cramped and having human jams.

The ‘Food Republic’ foodcourt is one very good example of an overcrowded foodcourt. ‘Food Republic’ is always packed most of the time and it can be very difficult for people carrying their trays to squeeze through the crowd.


Some photos of the ‘Food Republic’ foodcourt being crowded during peak hours.

Some examples of people ‘reserving’ their seats with a packet of tissue.

Because of the trend of using tissue packets to reserve your seats in Singapore, people have even come up with interesting and creative tissue packagings.

In order to keep their seats, Singaporeans will go all out – even to the extent of using whatever items they can find to ‘reserve’ the seats.

Through the surveys I’ve carried out, I found out that most of the people often dine in foodcourts almost every week.

As clearly shown in the pie chart below, majority of the people feel that it was hard to find a seat during the peak hours.

Majority of the people feel that human traffic such as queues at the stalls, people waiting at the stalls for the food to be ready and people walking around deciding what they want makes the place very cramp and uneasy for people bringing their food to the tables.

Concept development:

A new device(iPad size) will be installed in each and every of the foodcourt’s tables and diners can browse and order their food directly from the device instead of getting up from their seats to queue. With the interactive touchscreen device on the table, it allow diners to not worry about having long queues at the stalls and human jams all over the place.

When one has decided what to buy, he just simply has to click on the ‘order’ button and the order will be sent to the stall. The stall vendor, on the other hand will receive the list of orders with the same device.

When the food is ready for collection, the vendors just have to click on the ‘ready’ button on the order list and the person who makes the order will receive the notification on the device that their food is ready for collection. Payment will then be made at the counter.

Ideation 1

Ideation 2

Digital wire framing

Sketching of how the users will interact with the product.

Finalised posters

Final prototype – close up