Picture this: You’re rushing to get a drink in the middle of a store, bombarded with marketing promos and countless signup stickers. (I just want my coconut drink!) Yeah, not exactly peak shopping experience. That’s what happened at habitat by honestbee, where our initial sleek UX signage got lost in a sea of visual noise. But instead of shrugging it off (#bochup) and letting chaos reign, I saw it fit to champion user-centered design.

This case study dives into my team’s journey, armed with the power of data analysis and teamwork. We didn’t just clear the visual clutter, we created a streamlined in-store messaging (ISM) system. Business KPIs met? Check. Clear yet engaging shopping experience? Double check.[/vc_column_text][/vc_column][/vc_row][vc_row css=”.vc_custom_1718754317298{padding-bottom: 32px !important;}”][vc_column][lab_text_autotype typed_text=”

*Project in brief*

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COMPANY

honestbee is a Singaporean tech company that revolutionised online grocery shopping in Southeast Asia. They offered convenient delivery services and connected customers with a wide variety of fresh and specialty products.[/vc_column_text][vc_column_text css=””]

PRODUCT

habitat by honestbee is the company’s ambitious foray into physical retail. Launched in Oct 2018, it was a multi-faceted experience – a full supermarket, specialty grocer, online fulfillment center, and interactive dining destination all rolled into one.[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/2″][vc_column_text css=””]

PROBLEMS

Overwhelming visual clutter due to inconsistent messaging across departments. To improve the poor customer UX, I initiated cross-functional collaboration, comprising workshops, discussions, and creation of a consistent visual language system for habitat and future projects (beePoint).[/vc_column_text][vc_column_text css=””]

RESULTS

The ISM system categorised message types and design templates. Clearly-define scopes for each department also allowed for ongoing collaboration. The streamlining exercise resulted in a clearer, more organised shopping experience for habitat customers.[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row css=”.vc_custom_1721154649112{padding-top: 64px !important;padding-bottom: 0px !important;}”][vc_column][vc_single_image image=”7761″ img_size=”full” css=””][/vc_column][/vc_row][vc_row css=”.vc_custom_1721154635577{padding-top: 32px !important;padding-bottom: 32px !important;}”][vc_column][vc_column_text css=””]Oohs and aahs, and ‘Grammable moments. That seemed to be all the rage (and every budding content creator’s ‘roids) back in 2018. #fomo. Once new-gen retail & dining destination, habitat by honestbee launched, delivering a vibrant in-store experience daily felt critical. Hello, yellow! But what happens when good intentions lead to visual overload?[/vc_column_text][vc_single_image image=”7771″ img_size=”full” add_caption=”yes” alignment=”center” css=”.vc_custom_1721154506447{padding-top: 32px !important;padding-bottom: 32px !important;}”][vc_column_text css=””]I remember one afternoon, I stood paralysed. Our first set of “cleverly-designed” instructional UX signages quickly became overshadowed by a blinding wave of luminous lemon-kissed instals by other teams, all eager to “stand out” and contribute to this customer experience. Legit stun like . 

I realised, a cup of double-shot coffee later, that this presented an opportunity: to clean up this mess champion clarity above clutter. For this initiative to actually work, cross-functional collaboration was needed (gasp!). Well, I’m no stranger to making new friends now, innit? Through a mind-numbing visual audit with my UX lead, data analysis, and open communication with other departments, I partnered with various teams to co-create a streamlined in-store messaging (ISM) system. One that adequately addressed each team’s unique business needs while bringing clarity back to the shopping experience.  [/vc_column_text][vc_single_image image=”7775″ img_size=”full” css=”.vc_custom_1721157140161{padding-top: 24px !important;padding-bottom: 24px !important;}”][vc_single_image image=”7774″ img_size=”full” css=””][/vc_column][/vc_row][vc_row][vc_column][lab_heading title_tag=”H4″ title=”Data detective on duty”][/lab_heading][vc_column_text css=””]I didn’t really have a strong industry background in grocery shopping back in school. Specifically, retail psychology. In fact, I was still pretty new to this physical-digital UX hybrid (just around 7-8 months in!), but the mounting risks from customer confusion fuelled my curiosity. 

Also, let’s face it. I was wildly driven by the need to save my UX team’s hard work from drowning in this chaotic sea of canary, let’s just say that. So, I dug in. [/vc_column_text][vc_column_text css=””]Content audit. I conducted a very detailed visual audit, meticulously documenting the existing signage landscape. Table sticker, decal or standee, you name it, I got all of ‘em. It was like a visual census, counting and categorising every sign, banner, and wobbly display. No bee was safe.[/vc_column_text][vc_row_inner][vc_column_inner width=”1/2″][vc_single_image image=”7778″ img_size=”full” css=””][vc_single_image image=”7779″ img_size=”full” css=””][/vc_column_inner][vc_column_inner width=”1/2″][vc_single_image image=”7780″ img_size=”full” css=””][vc_single_image image=”7781″ img_size=”full” css=””][/vc_column_inner][/vc_row_inner][vc_column_text css=””]Blueprints. Thanks to my architect parents, I wasn’t a newbie when it comes to reading and analysing interior spaces. With the actual store blueprints on hand, every shelf, table and designer chair were accounted for in my updated floorplan.[/vc_column_text][vc_single_image image=”7777″ img_size=”full” add_caption=”yes” alignment=”center” css=””][/vc_column][/vc_row][vc_row css=”.vc_custom_1721159065897{padding-top: 32px !important;padding-bottom: 32px !important;}”][vc_column][lab_heading title_tag=”H4″ title=”Down the retail rabbit hole”][/lab_heading][vc_column_text css=””]Next, I dove right into research on in-store messaging best practices. I looked up publications like the Grocery White Paper (2008, by the Time Use Institute), and POP Trends 2016 (Path to Purchase Institute). Studies on banner blindness (the phenomenon of customers tuning out overwhelming signage) became my new bedtime reading.

Plans of launching smaller, convenience-store-like beePoints across Singapore were in the works so I had to keep that in mind, too. Behavioural patterns unique to scale or location were potential issues and areas I had to cover.[/vc_column_text][vc_single_image image=”7793″ img_size=”full” css=”.vc_custom_1721165561354{padding-top: 24px !important;padding-bottom: 24px !important;}”][vc_column_text css=””]Time-poor c-shoppers (2017) published by William Reed Media shared an interesting statistic. I read, “The average time needed to convince shoppers to view store displays is 0.9s.” For time-poor c-shoppers (found at potential beePoints), that’s even lower at 0.3s.[/vc_column_text][/vc_column][/vc_row][vc_row css=”.vc_custom_1721159077278{padding-top: 32px !important;padding-bottom: 32px !important;}”][vc_column][lab_heading title_tag=”H4″ title=”Going the extra mile”][/lab_heading][vc_column_text css=””]In the evenings after work, I made trips to the city, scavenging for ISMs deployed across Singapore’s retail spaces. From small convenience pop-up stores to large shopping haunts with high foot traffic like Isetan, Tangs, IKEA (Tampines) and Vivo City. 

I took notes on how these places executed fairly crafted ISMs. Extra points for those that delivered coherent brand experiences among casual visitors and target shoppers alike. [/vc_column_text][/vc_column][/vc_row][vc_row css=”.vc_custom_1721188965202{padding-top: 32px !important;padding-bottom: 32px !important;}”][vc_column][lab_heading title_tag=”H4″ title=”Oh boy, sparking joy”][/lab_heading][vc_column_text css=””]Buzzing with knowledge, the data painted a clear picture: we needed a strategic messaging overhaul. Here’s the tentative plan I had so far.

1. Categorisation is key. We needed to group the existing ISM into distinct buckets. [/vc_column_text][vc_column_text css=””]2. Colour Each category could be assigned a specific colour based on colour psychology principles. For example, neutral blacks for instruction and wayfinding to guide customers with a sense of ease.[/vc_column_text][vc_column_text css=””]3. Design language that speaks volumes. Consistent typography, visuals, and layouts would be tailored to each category.[/vc_column_text][vc_empty_space][vc_single_image image=”5904″ img_size=”full” css=””][vc_single_image image=”5905″ img_size=”full” css=””][vc_single_image image=”5906″ img_size=”full” css=””][vc_single_image image=”5907″ img_size=”full” css=””][/vc_column][/vc_row][vc_row][vc_column][lab_heading title_tag=”H4″ title=”Cross-team collaboration”][/lab_heading][vc_column_text css=””]Sure, I had the plan, but getting buy-in from other teams was a must! So, together with my UX lead, we workshopped our ideas and presented our data-driven findings to the other teams separately (i.e. in-store Logistics, Visual Merchandising, Customer Concierge personnel, and Brand & Marketing). I facilitated open discussions across several days. The collaborative brainstorming sessions sealed the deal – everyone was on board![/vc_column_text][vc_row_inner][vc_column_inner width=”1/2″][vc_single_image image=”7783″ img_size=”full” css=””][/vc_column_inner][vc_column_inner width=”1/2″][vc_single_image image=”7784″ img_size=”full” css=””][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner][vc_single_image image=”7785″ img_size=”full” css=””][vc_single_image image=”7786″ img_size=”full” css=””][/vc_column_inner][/vc_row_inner][vc_column_text css=””]With UX setting the example, each team were tasked to contribute and own their distinct ISM visual style. We all agreed, the clear guidelines put in place helped reduce overlaps and message dilution.[/vc_column_text][/vc_column][/vc_row][vc_row css=”.vc_custom_1721199807392{padding-top: 32px !important;padding-bottom: 0px !important;}”][vc_column][lab_heading title_tag=”H4″ title=”The impact? A visual oasis”][/lab_heading][vc_column_text css=””]The streamlined ISM system transformed the store environment. Gone was the yellow overload, replaced by a clear and organised visual language. Customers could now navigate with ease, understand product information at a glance, and actually see the messages we intended.[/vc_column_text][vc_row_inner css=”.vc_custom_1721195672118{padding-top: 32px !important;}”][vc_column_inner width=”2/3″ css=”.vc_custom_1721199866300{border-radius: 20px !important;}”][vc_single_image image=”7798″ img_size=”full” css=”.vc_custom_1721200020018{border-radius: 20px !important;}”][/vc_column_inner][vc_column_inner width=”1/3″][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=”1/6″][/vc_column_inner][vc_column_inner width=”5/6″ css=”.vc_custom_1721199853035{border-radius: 20px !important;}”][vc_single_image image=”7799″ img_size=”full” css=”.vc_custom_1721200007917{border-radius: 20px !important;}”][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner css=”.vc_custom_1721199830569{border-radius: 20px !important;}”][vc_single_image image=”7800″ img_size=”full” css=”.vc_custom_1721199994469{border-radius: 20px !important;}”][/vc_column_inner][/vc_row_inner][/vc_column][vc_column][vc_single_image image=”7791″ img_size=”full” css=”.vc_custom_1721200147256{padding-top: 32px !important;padding-bottom: 32px !important;border-radius: 20px !important;}”][vc_column_text css=””]Bonus. Industry benchmarks suggest clear signage can lead to a 5-10% increase in conversion rates. While we didn’t have access to specific store data at the time, the positive customer feedback and smoother shopping experience were clear indicators of success.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][lab_heading title_tag=”H4″ title=”Key takeaways”][/lab_heading][vc_column_text css=””]This project was a masterclass in user-centered design and the power of collaboration across teams. It also showed that even a UX/UI newbie with a thirst for knowledge (and a healthy dose of “energizer bunny” spirit!) can make considerable impact on improving daily shopping experiences.[/vc_column_text][vc_empty_space height=”80px”][/vc_column][/vc_row]

Nurture your skin with non-invasive, plant-based skin treatments, formulated by a seamless blend of ancient wisdom and modern technology 

Established in Singapore since 2004 and launched as the tried-and-trusted Folke® brand we know today 

Since young, founder Charles Ng vowed to manage his own sensitive, acne-prone skin with a more natural and non-invasive approach. His fervent passion to unlock the healing powers of nature to serve countless individuals inspired him to develop efficacious, plant-based solutions to the traditional, invasive methods of treating skin concerns. 

Ageless beauty from seed to skin 

Formulated with the marriage of “botany”, “nutrition therapy” and “scientific research”, Folke’s skincare ecosystem aids your skin to heal and evolve in a naturally responsive way much like how our bodies should. 

Cultivating from more than 16 years of plant-based practice, clinical experience now digitised using big data and artificial intelligence (AI) technology, we pioneer highly-informed skincare research and harness the transformative powers of rare botanicals with laboratory-made ingredients towards an approach of the finest quality — potent and proven to allay your skin concerns.  

Nurtured by nature 

The Folke skincare ecosystem offers non-invasive treatment technologies and beneficial plant-based skincare products, developed thoughtfully to manage skin concerns and continue to defy expectations in promoting sustainable, long-term results on your skin and well-being. 

In-house treatments manage skin conditions such as: visible signs of aging, collagen depletion, dullness, sensitivity, hyper-pigmentation, and acne conditions; while crafted skincare products feed your skin daily with innovative nutrition to aid your pursuit of a healthier, clearer, brighter, and more youthful skin. 

This was the spark that lit GRAFFICITY, my solo social campaign. I, a young designer hungry to make a mark, saw an opportunity. Inspired by the burgeoning guerilla marketing movement and the energy of the Sticker Lady Saga, I embarked on an ambitious project – to transform Singapore’s public spaces into vibrant canvases for self-expression. GRAFFICITY wasn’t just a campaign; it was a movement waiting to be unleashed.

GRAFFICITY wasn’t just a campaign, it was a movement. Back in 2013, Singapore’s public spaces felt restrictive, and creative expression needed a spark. Inspired by the rise of guerilla marketing (and the ongoing “Sticker Lady Saga” that sparked debate on freedom of expression), I embarked on this ambitious solo project as my launch into the world of graphic design.

Turning walls into canvases

The goal? To empower Singapore’s youth through the positivity of street art and graffiti. I used captivating visuals and positive messages to connect with them, both online and offline, at their favourite spots.

More than just a tag: Live your bliss

Forget social protest — GRAFFICITY was about social encouragement. With vibrant art and uplifting messages, I aimed to ignite a spirit of adventure in young Singaporeans, encouraging them to chase dreams and live fulfilling lives. We even drew inspiration from celebrated street art scenes in Berlin, Spain, and New York, where graffiti is seen as a positive force in the community.

Deep dive: Research and collaboration

To truly understand the Singaporean graffiti scene, I conducted surveys, held discussions with The Substation, and interviewed renowned artists like Clog2 & Ink10, Micro City, ANTZ, and Didier Jaba Mathieu. This research fueled the campaign’s authenticity.

The look: Fresh, urban, and one-of-a-kind

For the logo, I ditched pre-made fonts. Instead, I hand-drew each letter, capturing the raw energy and originality of graffiti itself. Think of it as a “throw-up” piece reimagined for the campaign.

Going digital: Unleashing creativity online

GRAFFICITY.sg, my official website, launched an Open Call. The public submitted graffiti creations around themes like “Inspiring Change” and “Chasing the Dream.” These works were then “painted digitally” on virtual Singapore locations (complete with GPS coordinates) for everyone to see.

Getting down and dirty: The power of grunge

Inspired by the bold, grungy style of artists like Ed Fella and David Carson, I created eye-catching layouts to promote the Open Call. Cardboard, paint splatters, stencils – it was all on the table. These digital collages exuded a raw, tactile energy that perfectly mirrored the spirit of street art.

Grafficity Vol 1: Singapore’s Street Art Story

I wasn’t just about online buzz. Grafficity Vol 1 became Singapore’s first-ever book dedicated to street art culture. It featured works by local legends like Clog2, ANTZ, and Ink10, alongside interviews exploring the scene’s past, present, and future. The book categorised pieces by style (tags, throw-ups, etc.) and even included GPS coordinates to find them in real life!

A legacy of empowerment

Creating a massive social campaign through graphic design was no easy feat. As a one-person team, I aimed not just for a viral campaign, but for a movement that fostered community participation, especially when it came to a potentially polarizing topic like street art. I provided a platform for self-expression and positive messaging, a space for young people to connect and share their stories. Ultimately, the hope was that these messages – by the youth, for the youth – would inspire reflection, personal growth, and a sense of fulfillment.

The impact

GRAFFICITY garnered support from YOUTH.sg, The Singapore Kindness Movement, and even earned a feature in NYLON Singapore. It wasn’t just a campaign; it was a conversation starter, a celebration of creativity, and a testament to the power of one person to shape their own Singapore.

The campaign was supported by the YOUTH.sg, The Singapore Kindness Movement, and featured in NYLON Singapore.

This infographic calendar reimagines the traditional date-month system, drawing inspiration from the captivating annual cycle of the majestic Philippine mango tree. By following the mango tree’s natural rhythm – from flowering to fruiting – the calendar unveils a symbiotic relationship between the tree, the local wind and monsoon systems, and the bountiful harvests that mark the Philippine seasons.

Key insights:

• The calendar uses the mango’s flowering and fruiting seasons to represent the year, offering an alternative perspective on timekeeping.
• Data visualizations like bar charts reveal regional variations in mango production, highlighting Central Luzon (III) and SOCCSKSARGEN (XII) as key contributors in 2011 (data permitting).
• Line graphs showcase a potential upward trend in both planted area and the number of bearing trees from 2009 to 2011, suggesting a growing mango industry.
• Pie charts (if data is available for all quarters) demonstrate the dominance of the Carabao variety throughout the year, with Piko playing a significant seasonal role.

This project not only celebrates the cultural significance of the mango but also uses data visualisation to tell a captivating story about Philippine agriculture.

Offers valuable insights for:

• Farmers: Understanding seasonal production patterns and regional variations can inform planting and harvesting strategies.
• Policymakers: Data on planted area and bearing trees can help guide agricultural development initiatives.
• Consumers: The calendar fosters appreciation for the local mango industry and its seasonal rhythms.

 

More Than Just Dates: A Cultural Tapestry

This unique calendar is part of the “Mangoholic” series, a love letter to the Philippine mango. The series celebrates the fruit’s profound impact on Filipino culture, from its economic importance in agriculture to its presence in vibrant local art and storytelling. Alongside the Mango Calendar, the series features an illustrated children’s book, “The Legend of the Mango (Alamat ng Mangga),” that promises to captivate young hearts and minds.

Download a copy here: PDF / JPEG.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_empty_space height=”80″][/vc_column][/vc_row]

“Once upon a time, in a small town of Aman there lived a girl named Dominga. She was only twelve when her parents died in an accident. And so Dominga lived by herself in their house.”

Find out the story behind the world’s most beloved tropical fruit, the mango, its origins, and how it got its name today.

Once upon a time, in a small town of Aman there lived a girl named Dominga. She was only twelve when her parents died in an accident. And so Dominga lived by herself in their house. Mingga, as her friends called her, was kind and helpful.
One day, an old woman approached her. “I am not feeling well,” the old woman said. “I need someone to help me at home.”
“Don’t worry,” Mingga replied. “I will help you do the household chores.”
“Thank you, Mingga. You are so kind.” To help the old woman, Mingga did the household chores until the old woman got well.
“Thank you very much, Mingga,” said Grandma Anita. “You did not leave me when I was sick. You heart is really pure.” Mingga assured her, “It’s nothing, Grandma Anita. I am willing to help you anytime.”
One day, Mingga got sick. And her condition got worse. Eventually, Mingga passed away. Everyone in their town mourned. “Mingga has now passed. But I believe her kind heart will never die.”
“Let us take her heart and keep it as a remembrance of her.” They took Mingga’s heart and planted it in the garden. After several days, a plant grew. The people took very good care of the plant for they believed that the plant was Mingga. When the tree bore fruits, the people decided to call the fruit, Mingga. Over time, the fruit’s name has evolved into what we know today as Mango.

Translated below into Filipino (Tagalog)

Noong unang panahon, sa maliit na baryo ng Aman may isang batang babaeng nagngangalang Dominga. Labing dalawang taong gulang pa lang siya nang siya’y naulila sa magulang. Kaya si Dominga ay namumuhay ng mag-isa sa kanilang bahay. Si Dominga, o mas kilala sa tawag na Mingga, ay matulungin.
Isang araw, lumapit sa kanya ang isang matandang babae. “Haay naku. Ang sama ng aking pakiramdam,” sabi ng matanda. “Kailangan ko ng kasama sa bahay.”
“Aahh, ganun po ba?” sagot ni Mingga. “Huwag po kayong mag-alala. Habang kayo ay may sakit, tutulungan ko po kayo sa gawaing bahay.”
“Naku, salamat sa iyo, Mingga. Napakabuti mo.” Para matulungan ang matanda, masinop na ginawa ni Mingga ang mga gawaing bahay hanggang sa gumaling ang matanda.
“Malaking pasasalamat sa iyo, Minnga” sabi ni Lola Anita. “Hindi mo ako iniwan noong ako ay nagkasakit. Napakabuti ng iyong puso.” Sagot ni Mingga, “Wala pong anuman, Lola Anita. Handa po akong tumulong sa inyo anumang oras.”
lsang araw, si Mingga naman ang nagkasakit, at naging malubha ang kalagayan niya. Hindi nagtagal, pumanaw si Mingga. Ang mga tao sa kanilang bayan ay nagluksa. “Pumanaw na nga si Mingga. Pero naniniwala akong ang mabuting puso niya ay hindi kailan man mamamatay.”
“Kupkupin natin at itago ang kanyang puso nang ito’y magsilbing alaala niya sa atin.”
Kinuha nila ang puso ni Mingga at itinanim ito sa bakuran.” Pagkalipas ng ilang araw, tumubo ang isang halaman.
Ang halamang ito ay inalagaang mabuti ng mga taong bayan ng Aman sapagkat naniniwala silang ang halamang iyon ay si Mingga. Nang namunga ito, nagkaisa ang mga taong tawagin itong Mingga. Sa paglipas ng panahon, ang pangalan ng prutas ay naging Mangga, tulad ng alam natin ngayon.

Legend of the Mango (Alamat ng Mangga) is an illustrated storybook for children narrating the origins of the famed local fruit in the Philippines. This book is part of the Mangoholic series of prints celebrating the value of the Philippine mango to the community, the country’s agricultural industry, its culture and the arts.

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だるまのモデルはインドから中国へ仏教を伝え、禅宗の開祖となった僧・達磨大師（菩提達磨）です。達磨大師には壁に向かって座禅を組む修行を9年間、志かたくやり遂げたという伝説が残されており、この話は世に「面壁(めんぺき)九年(くねん)」と呼ばれています。「だるま」は辛抱と根性を体現化したものです。世界限定300本、この万年筆をお持ちいただく一人ひとりが困難に負けずに立ち上がり続け、願いを叶えられるようにと想いを込めて描きました。

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The Daruma is a type of Japanese doll which is modeled after Bodhidharma, the founder of Zen Buddhism who proselytised his teachings from India to China. There is a legend surrounding Bodhidharma referred to as “Menpeki Kunen” (Nine Years Facing the Wall). This legend asserts that Bodhidharma, through sheer indomitable willpower, was able to maintain a meditative state facing the wall for a period of nine years.

“Daruma” is the physical manifestation of patience and willpower.

Designed to be part of an integrated marketing strategy — where useful and interesting content is generated and built towards increasing diner patronage and acquisition — foodbook also aims to establish a strong community of smart diners in today’s tech-savvy world.