This is a 2-month self-directed project while I was on exchange to the National University of Singapore in Fall 2014. Designed for the National Museum of Singapore, this project proposed a set of communication strategies to improve visitor relations and museum reputation.
Project role: Strategy, project management, mockups, UI, graphic design
Tools: Indesign, Illustrator, Photoshop, Wordpress
Museum website: www.nationalmuseum.sg
the problem
Established in 1887, the National Museum of Singapore (NMS) is the nation’s oldest museum with a progressive mind. However, the current public relation efforts are not very effective. Since the National Museum is affiliated with Singaporean government, its service is targeted towards the state rather the common people. As a result, its website, magazines, and programs lacks attractiveness. Major issues include:
1. The website lacks user experience and interaction. Important information is not easily accessible, fonts have low readability, and information is not organized in a systematic way.
2. The magazine publication has little impact on visitors. Exhibition details and current announcements are missing from the magazine.
3. Difficult to attract recurring visitor due to ineffective communication of NMS's online presence.
The proposal
Through changing NMS’s target audience from government members to young tourists, this project focuses on youths’ point of view and uses their objectives to construct solutions. Three strategic design pieces were adopted to improve the efficacy of NMS's publications and public relations.
1. Website redesign
Interactive and engaging interface with clear hierarchy; font with high readability; accessible information with consistent structure and visual elements.
2. In-museum magazine
Portable size so they can be brought home and readers can be updated with current events and upcoming events.
3. Quarterly newsletter
Sent to subscribed visitors so they know upcoming events and attractions. This reminds people about the museum and helps to establish a relationship.