PROJECT : SLA Property Portal Redesign
CLIENT : Singapore Land Authority



The Singapore Land Authority (SLA) is a statutory board under the Ministry of Law whose mission is to optimise land resources for the economic and social development of Singapore.  SLA oversees a property portal which allows the public to rent state land and properties.


  • Current portal was not user friendly
  • Application process was cumbersome and had to be manually processed
  • Users had difficulty searching and filtering for properties


Conversion Hub conducted a strategic review via primary research tools including focus group studies, stakeholder interviews, heuristic analysis and heat map analysis. To gather insights for the resulting information architecture, card sort tests, tree path analysis and live user testing were also conducted.


The portal saw the following strategic pivots:

  • Classification of properties by usage
  • Revamped property search filter and workflow

Along with the resulting uplifts:

  • 95% scored the new site higher in satisfaction
  • 260% improvement in time to complete tasks
  • 250% improvement in success rate of application


  • 360 ° Human Design Methodology
  • Heuristic Evaluation
  • Digital Strategy & Branding
  • Usability Testing