A Ticket Gets You In. A Memory Brings You Back.

🏛️ A ticketing and post-visit engagement concept for National Gallery Singapore. This concept reimagines the visitor's journey from booking to beyond the museum, into a consent-driven photo wall that turns memories into both public delight and a physical keepsake.

Context & Scope

📝 Context

Like many museum experiences, National Gallery Singapore's digital journey is designed to get visitors in. This project reimagines both the digital booking experience and post-visit experience.

👩🏻‍💻 My Role

Solo digital product designer: Research framing, UX, Interaction design, and Design-system work across mobile and desktop.

AI-Integrated Design Workflow

I used Claude to rapid-prototype and brainstorm — scoping the project, iterating wireframes across mobile and desktop, and drafting UX copy throughout the flow.

I used Figma AI Agent to build out the design system, converting the HTML wireframes into workable Figma components, and to set up interaction prototyping across the screens.

Problem & Goal

Problem: The visitor journey breaks down at both ends, a booking flow with unclear ticket tiers, buried accessibility information, and too many steps causes drop-off before visitors even arrive, while a generic post-visit survey misses the opportunity to retain visitors.

How might we simplify the booking journey and reimagine post-visit touchpoints so that first-time visitors convert more easily and are more likely to return?

🎯 Goal: Redesign both ends of that journey: a clearer ticket-purchase flow, and a post-visit experience that gives visitors a reason to stay engaged physically and emotionally, even after they've already left the museum.

Solution & Key Features

I designed a visitor journey spanning ticket booking, a post-visit survey, and a physical photo wall at the Gallery entrance. Visitors can interact with the photo wall on their way out: by sharing their photo, they receive a free printed keepsake to take home.

Core User Journey

Design System

I built a small set of reusable design system of cards, chips, a sticky action bar that is applied consistently across the screens, with one color palette and two type pairing. This started as HTML wireframes, which I then rebuilt and refined using Figma AI.

Solution Screens

🎟️ Redesigned Ticketing:
The redesigned purchase flow guides visitors step by step, surfacing ticket tiers, pricing, and accessibility information upfront instead of burying them several steps in. Visitors can see what to expect at a glance, reducing confusion and hesitation before they commit to booking.

Ticket Purchase

Checkout

📋 Post-Visit Survey:
A short feedback survey that captures data how the visit went, paired with a simple incentive: share your favourite memory at the Gallery and get a physical photo keepsake!

Ratings & Feedback

Share your Experience

Completed & Pick Up QR code

🖼️ Photowall & Keepsake:
A visitor's shared photo can appear on a public photo wall at the Gallery. Making visitor experience more welcoming, engaging and warm.

Photowall

Photo Keepsake

Trade-Off

⚖️ Trade-Off:
Getting a free printed photo requires agreeing to public display on the photo wall — the two aren't separable.

Drives participation on the photo wall, since the reward is only there if you say yes
However, it is not a neutral choice, visitors cannot choose either or independently
Respecting individual choice comes at a cost of fewer people opting for the photo wall, collecting only the keepsake