food bank sg

Brief: Identify opportunities in an NGO and provide solutions by revamping their website with a responsive layout.

Duration: 2 weeks

Team: 3 members

Methods: Stakeholder and User Interviews, Media audit, Heuristic Analysis, Five Whys


Food Bank SG is a platform that bridges the gap between food surplus and food insecurity. They collect non-perishable food donations and distribute it to the needy via charities and community clubs. The users of the website are current food donors, beneficiaries, volunteers, people interested to become one of the above and just curious people.



From our media audit (secondary research), it seemed like Food Bank SG did not have a problem raising awareness or getting more volunteers. They have a very active Facebook page, 2000+ volunteers, the majority of them inactive, and no time or resources to follow-up with everyone. We decided to zoom in on the volunteers.


Why do so many volunteers lose steam?

The volunteer make-up of Food Bank SG looks like:

But we found that the majority were assigned warehouse duties. And that was where the most time was spent. We didn't get access to Food Bank volunteers but we made do with 5 people with any volunteering experience and 1 who has never volunteered. The goal was to find out more about the behaviour of volunteers, their pain points and delights. We asked them to: 

  • Tell us all about the last time you volunteered. How did you know about it? Did you go alone/with friends?

  • What made you want to volunteer? How often do you volunteer?

  • Tell us about a really memorable good volunteering experience. What aspects made it memorable?

  • If you were to go back for the same event, what would you change?


By repeatedly asking WHYs, we were able to form the basis of our strategy to redesign the Food Bank SG website, as shown below:​​




They lose interest in volunteering

They feel it isn't worth their time

They don't enjoy the tasks assigned

It doesn't align with their areas of interest

Making it easier for volunteers to participate in activities that align with their interests, will both keep them engaged and also create more impact for FoodBank SG.

The entire case study is in my Medium page.

mytransport sg

Brief: Identify problems with an existing app and provide a solution using a high-fidelity prototype

Duration: 2 weeks

Team: 3 members

Methods: User Interviews, App store review, Competitor Analysis, Heuristic Analysis, Personas and Customer Journey Maps



MyTransport SG, an app owned by the Land Transport Authority (LTA) of Singapore, markets itself as a transport companion. It has bad ratings on both the Android and iOS app stores, despite being owned by a credible source of traffic-related information. It has information related to all modes of transport, about disruptions, and even live traffic camera views. 



After a quick heuristic analysis, we set out to do some user interviews targeting the following groups:

Interview goals

  • Current MyTransport SG users - What is it that keeps them using it despite the low ratings?

  • Ex-users of MyTransport SG - What were the major letdowns? What service do they use now? How does it alleviate the frustrations?

  • Non-users of MyTransport SG - Had they seen it when looking for transport apps? Why did they not consider it? What do they generally look for in a transport app?


Prominent excerpts from our interviews:

Current User

I installed it as I thought there was some government ownership. It feels more secure.


When I walk into a clothes store, I don’t want to look through all the 70 options. I want the shop assistant to understand what I want and present 4 options


The interface is neither pretty nor very easy.

This led us to compare MyTransport SG with the existing competition in the market - SG Buses, Google Maps & CityMapper. We scored each app from 1 (lowest) to 5 (highest) for its usability, available features, user interface, current app store rating. Something like this:

The problem


The current users use other apps for journey planning and only use MyTransportSG for the traffic news and accurate bus timings. They don’t care or aren’t aware of the other features. They use other apps for info on navigation despite LTA being the prime source of all transport-related information. 


MyTransport users needed a way to plan their journeys and only access relevant information, not waste time synthesizing decisions from the colossal amount of raw data presented to them.


We created 3 personas to represent all typical users of a navigation app in Singapore:

  1. Rambu Tan - a 19yo poly student who takes public transportation to school daily.

  2. Mani Pulator - a 35yo dad who drops his kids to school daily in his car and drives to client meetings.

  3. Eileen Dover - a 52yo grandmother who is temporarily handicapped and uses either public/private transportation.


Here is a sample customer journey map for one of our personas.

The entire case study is in my Medium page.