Project Info
Client:
Singapore Land Authority - Chong Pang City
Earnst & Young (EY)
Role:
UI/UX Designer
Singapore Land Authority - Chong Pang City
Earnst & Young (EY)
Role:
UI/UX Designer
This project reimagined Chong Pang as a vibrant, future-ready community hub that bridges heritage with innovation. Working alongside Unigons for branding and EY for in-depth user research, we designed digital touchpoints—including a community app and website—that catered to diverse user groups such as youth, families, adults, and merchants. These platforms provided quick access to events, merchant directories, and community updates while also supporting engagement through intuitive features and automated systems.
My role focused on translating research insights into design solutions: creating UI screens for different user segments, designing the community website for event visibility, exploring multiple branding interpretations, and producing collaterals for marketing and social media. A key challenge was aligning the varied needs of different stakeholders and distilling extensive research data into actionable, user-friendly design outputs within a tight timeline. The result was a holistic proposal that not only refreshed Chong Pang’s identity but also enhanced community connections through both digital and physical experiences.
Branding Identity and Website Redesign
For the Chong Pang City website, we explored two distinct branding directions developed by Unigons—City of Hearts and Legacy. The City of Hearts style embraced a vibrant, youthful energy with overlapping colours symbolising Chong Pang’s initials (CP), expressed through elements like a speech bubble, heart, and location pin. In contrast, the Legacy style leaned into heritage and human touch, with gradient patterns evoking a nostalgic “kampung” feel, emphasising tradition and continuity.
We applied these two approaches to create two versions of the website, allowing stakeholders to visualize how each identity could shape the user experience. Regardless of style, the website’s core purpose was to serve as a central hub for residents and visitors—highlighting activities, dining options, and upcoming events in Chong Pang. While we intentionally kept the interface focused on information and discovery, the design was also future-ready, leaving room for potential extensions such as facility bookings, e-commerce (groceries, retail), and other community services. This balance of present usability and future scalability ensured the site could grow with the evolving needs of Chong Pang’s diverse user base.
We applied these two approaches to create two versions of the website, allowing stakeholders to visualize how each identity could shape the user experience. Regardless of style, the website’s core purpose was to serve as a central hub for residents and visitors—highlighting activities, dining options, and upcoming events in Chong Pang. While we intentionally kept the interface focused on information and discovery, the design was also future-ready, leaving room for potential extensions such as facility bookings, e-commerce (groceries, retail), and other community services. This balance of present usability and future scalability ensured the site could grow with the evolving needs of Chong Pang’s diverse user base.
User Research and Journey Mapping
The user research for this project was led by EY, who conducted extensive on-site interviews and data gathering at Chong Pang. Our role was to translate these insights into visual journey maps and design features, making it easier to highlight how future developments could address resident needs. For example, we visualised the journey of youths—showcasing how they could engage with proposed developments such as thematic event spaces, interactive digital tools, and social experiences.
Some of the features we designed included admin dashboards that allowed event organisers to create and manage posts, which would then surface across the website and app to keep merchants and residents up to date. We also proposed an AR/hologram tour guide around Chong Pang to engage younger audiences with its heritage, along with Instagrammable spaces and interactive experiences to generate buzz and attract foot traffic.
Additionally, we introduced the idea of a profile-based viewing algorithm for events and dining options—so youths, families, adults, and merchants would see curated recommendations relevant to their interests. On the backend, this feature would also help administrators measure engagement more effectively.
Note: As the research phase was conducted by EY, I can only showcase selected screens in this portfolio. I am happy to discuss in detail during interviews how we collaborated with EY to design for other user groups beyond the youth segment.