ActiveSG+: Strategic Research for Singapore's Wellness Ecosystem
Transforming Sports Engagement Through Human-Centered Design Research
ActiveSG needed to develop a membership rewards program that would differentiate from existing fitness platforms while leveraging unique government assets. The challenge was avoiding "another Healthy 365" while creating sustainable user engagement across Singapore's diverse demographics. I led comprehensive research to uncover critical market gaps and design a strategic roadmap for Singapore's first integrated physical-digital wellness ecosystem.
I spearheaded multi-phase research including competitive analysis of 10+ programs, surveys with 486 public and 33 corporate respondents, and 14 focus group discussions with 51 participants. While users expressed acceptance of traditional rewards programs similar to Healthy 365, I identified a unique strategic angle: leveraging ActiveSG's distinctive assets for sports exploration and discovery rather than competing in the crowded rewards space. This insight shifted focus from replicating existing models to creating differentiated value.
The research delivered strategic recommendations for a three-phase approach positioning ActiveSG+ as a credit-based sports discovery platform. By democratizing proven ActiveSG Circle "Learn" programs through earned credits, the strategy creates sustainable behavioral change loops that remove the "without paying" barrier preventing sports exploration. This research complemented our Healthy 365 HCD experience, providing a more holistic view on improving citizen's health while expanding Trinax's capabilities into new government agency partnerships.
