World National Bodybuilding Federation
Push your limits.
Achieve your peak performance.
Elevating WNBF Singapore’s digital presence through a mobile-led platform built on trust, clarity, and competitive excellence.
Team
UI & UX designer
Duration
Scope
Research and UX/UI Design
6 weeks
Client Collaboration
Bi-weekly workshops, collaborative design sprints.
Transforming WNBF
Singapore’s Online Presence
WNBF Singapore needed a platform that could match the dedication and prestige of its athletes. We set out to design an experience that not only raised the bar for digital fitness but amplified credibility, simplified competition workflows, and made it easier for users to engage with the brand.
A faster, cleaner, and community-driven platform for competition, registration, and storytelling.
My Role
As the UX and brand designer for WNBF Singapore’s digital revamp, I led the redesign of the website to better reflect the organization’s professional standards and athlete-focused mission.
I conducted a full audit of the existing structure, clarified user flows, and redesigned the site architecture to prioritize clarity, accessibility, and motivation. I also introduced updated branding elements and visuals that celebrated athlete achievements while improving navigation and content discoverability. My role spanned content strategy, UX design, and visual refinement, all tailored to support both new participants and returning competitors.
The Challenge
From Fragmented to Focused:
Building Credibility and Clarity
A fragmented, outdated experience stood between users and the sport they love. We rebuilt the platform from the ground up—prioritising access, clarity, and self-service for athletes and judges alike.
Our Approach
Turning insights into action across the entire athlete journey
WNBF’s previous site lacked clarity in structure, suffered from an outdated design, and made it difficult for athletes and newcomers to navigate key events or understand the brand’s value. We redesigned the platform with intuitive architecture, improved hierarchy, and dynamic visual storytelling—putting athletes, events, and results front and center.
We spoke with athletes, coaches, and judges to surface the pain points across registration, results access, and competition readiness.
Athlete, judge & organiser interviews
9
Core audience segments identified
3
Usability issues uncovered across registration, content, and mobile views
150+
We designed a solution that meets users where they are—whether they’re prepping backstage or checking results on the move.
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WNBF Singapore website lack of information, plain and boring. It's not trustworthy website to visit.
- Customer insight from WNBF participant.
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Finding specific information, such as event details can be difficult. Sometimes there isn't any information shown.
- WNBF participant
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Content sometimes not consistent. Some information are hard to find regarding the rules of the competition.
- Female WNBF participant
We defined holistic screenflows and design principles to unify the customer journey—visually and experientially.
Designing the Experience
Crafting a bold, intuitive platform rooted in performance
Our UX and visual direction centered around bold typography, clear call-to-actions, and a structured information flow. We focused on designing:
• A clear homepage narrative emphasizing athlete success and community
• A reworked navigation system that prioritizes Events, Registration, and Results
• A responsive design that scales across all devices and screen sizes
• A visual system that reflects discipline, intensity, and trust
Bringing the Brand to Life
A digital design rooted in clarity, trust, and ambition
From registration to results, every page was designed to minimize friction and maximize clarity. Whether you’re an aspiring athlete or returning champion, the experience is now seamless, intuitive, and inspiring.
• Athlete journey clearly mapped
• Results organized by year and category
• Direct registration flow that handles both new and returning users
The results
From registration to results, every page was designed to minimize friction and maximize clarity. Whether you’re an aspiring athlete or returning champion, the experience is now seamless, intuitive, and inspiring.
A digital design rooted in clarity, trust, and ambition
Clearer flow led to fewer registration queries
30%
Users now complete tasks entirely on mobile
70%+
Faster registration and event navigation post-launch
45%
The results are obvious,
Fewer support message, more registrations and a site we’re proud to share.
Empowering WNBF to build stronger athletes, deeper communities, and a digital platform ready for the next generation of natural bodybuilding in Singapore.
The new WNBF digital platform isn’t just fit for purpose—it’s built to lead the next era of natural bodybuilding in Singapore and beyond.