SOh Clan association
Established in 1929, the Soh Clan Association (Singapore) is a non-profit organization dedicated to uniting descendants of the Soh family. For nearly a century, it has evolved from its traditional roots to become a vibrant community hub that fosters kinship and celebrates shared heritage.
The association actively promotes ancestral worship, business networking, and charitable initiatives. through events like annual dinners and scholarship programs, it connects members while preserving their cultural identity and contributing meaningfully to the wider society.
Target Market Analysis (Personas)
The Heritage Guardian
This persona represents the traditional core of the association. The older members deeply invested in preserving the family lineage and culture.
Name: Soh Hock Seng (苏福成)
Age: 68 (Retired businessman)
Language: Primarily comfortable in Mandarin and Hokkien; basic English reading skills.
Tech Proficiency: Low to Medium. Uses WhatsApp daily, checks Facebook occasionally on an iPad, but struggles with complex website navigation or small text on mobile phones.
Relationship with Clan: A long-time member, perhaps a second-generation member whose father was heavily involved. He views the clan as essential to his identity.
The Goal:
To actively participate in traditional festivals, ancestral worship rites, and the annual gala dinner to reconnect with old friends and relatives.
To ensure the Soh family history and genealogy records are preserved intact for future generations.
To find information easily about upcoming cultural events so he can organize his family to attend.
Pain Points:
Language Barrier: Finds websites that are predominantly in English difficult to navigate; gets frustrated if important cultural information isn't readily available in Chinese.
Digital Navigational Difficulty: Struggles to find specific event details (dates, times, locations) buried inside newsletters or complex menus. Finds online registration forms intimidating.
Fear of Irrelevance: Worries that the clan is becoming obsolete and that younger Soh descendants (including his grandchildren) do not care about their roots.
Website Features for Persona:
Prominent Language Toggle: A clear, easy-to-find switch between English and Chinese (中文) at the top of every page.
Simplified Events Calendar: A highly visual calendar on the homepage highlighting major cultural events (e.g., Mid-Autumn Festival, Ancestral Worship) with clear, large fonts.
"Our History" & Genealogy Section: A dedicated, easily accessible section detailing the lineage and origins of the Soh clan, perhaps with digitized photos or records.
Clear Contact Options: Large phone numbers and an address clearly visible for offline assistance, rather than just web forms.
The Ambitious Professional
This persona targets the "Commerce" and "Networking" aspect of the website. They are mid-career individuals looking to leverage shared ancestry for business opportunities.
Name: Michelle Soh (苏美玲)
Age: 38 (Director at a mid-sized logistics firm)
Language: Bilingual English and Mandarin (English dominant for business).
Tech Proficiency: High. Expects seamless mobile experiences, quick information retrieval, and efficient digital transactions.
Relationship with Clan: Not currently a member, or a passive member. She is aware of her heritage but views the clan primarily through a utilitarian lens: "What value does this bring to my career or business?"
The Goal:
To expand her professional business network by connecting with other successful Soh entrepreneurs and business leaders.
To identify partnership opportunities within the "Soh Clan Chamber of Commerce."
To evaluate if becoming a sponsor for clan events will provide worthwhile brand visibility for her company.
Pain Points:
Time Scarcity: She is very busy. If she cannot figure out the business benefits of joining within 30 seconds of landing on the site, she will leave.
Unclear Value Proposition: It is currently not immediately obvious what the "Soh Clan Chamber of Commerce" actually does or who is in it.
Opaque Networking: Inability to see who other members are (lack of a directory) makes it hard to assess networking potential before committing time or money.
Old-Fashioned Image: Perceives clan associations as "old boys' clubs" for retirees and fears the networking events will lack professional relevance.
Website Features for Persona:
Dedicated "Commerce/Business" Landing Page: A professional-looking section distinct from cultural content, highlighting business synergies and success stories of Soh entrepreneurs.
Gated Member Directory: A searchable feature (for members only) to find other professionals by industry, encouraging her to join to gain access.
Clear Sponsorship Packages: A downloadable media kit or clear webpage detailing exactly what exposure sponsors get at events like the Anniversary Dinner.
Efficient Event Registration: Seamless online booking and payment for networking drinks or business talks, integrated with calendar apps.
The Young Connector & Seeker
This persona represents the future of the clan, targeting the "Initiatives," "Scholarship," and social aspects.
Name: Darren Soh (苏志豪)
Age: 22 (University Undergraduate)
Language: English dominant; conversational Mandarin.
Tech Proficiency: Digital Native. Lives on his smartphone. Judges organizations by their UI/UX and social media presence.
Relationship with Clan: Minimal. His parents might have mentioned it, or he stumbled upon it while Googling his surname. He is open to connecting but is skeptical of traditional structures.
The Goal:
•To find financial aid: He is actively looking for scholarships or bursaries to support his university studies.
•To find volunteering opportunities to beef up his CV and contribute to the community.
•To meet other people his age for social reasons, or perhaps a mentor in his field of study.
•A mild curiosity about "where his family came from," but not interested in heavy historical texts.
Pain Points:
Clunky Application Processes: If applying for a scholarship requires printing a PDF, filling it out by hand, and mailing it, he will likely procrastinate or abandon it.
Perception of "Boring": He assumes the clan is only for his grandparents' generation and that events will be stiff and traditional.
Lack of Peer Representation: The website imagery mostly features older committee members, making him feel like he doesn't belong there.
Information Overload: Historical text walls are intimidating; he prefers bite-sized information or video content.
Website Features for Persona:
Digital Scholarship Portal: A fully online, mobile-friendly application system for bursaries and scholarships with clear eligibility criteria.
"Youth Wing" or "NextGen" Section: A dedicated area highlighting initiatives led by younger members, social gatherings, and volunteering drives, using dynamic photos of young adults.
Social Proof Integration: Embedding Instagram or Facebook feeds showing recent, lively activities that depict a vibrant community.
Modern Aesthetic & Mobile Responsiveness: A clean, modern design that works flawlessly on a smartphone is crucial for retaining his trust.
The mood board
The Soh Clan Association mood board expresses a contemporary, institutional identity. A patriotic red–blue palette paired with fresh green accents signals trust, progress and community spirit. Large hero imagery, corporate cityscapes and suited figures convey professionalism and forward momentum. Bold call‑to‑action buttons and modular cards create a structured, news‑portal feel, supporting frequent updates. Iconography and infographics add clarity and accessibility, while ample white space and consistent grids lend transparency, order and a modern, digitally savvy character befitting a progressive clan association.
