The ministry of foreign affairs (MFA) oversee matters relating to protocol, consular issues and the Singapore Cooperation Programme among others. MFA has over 50 overseas mission, 43 non-resident High Commissioners / Ambassadors and 30 Honorary Consul-Generals/ Consuls.
As the demand for online services increases, MFA wanted to formulate a digital strategy that enhances MFA’s online presence and increase customer-centricity by having consistent and easy to use digital services for our citizens. This included its corporate website, overseas mission websites, e-services, recruitment portal, and social media presences.
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:
Along with the resulting uplifts:
We transform businesses digitally and deliver 2-3x measurable improvement in results to our clients.
Conversion Hub is among the region’s only consulting team with a proven experience in digital strategy, user experience and marketing digitalisation. Our team includes the founding team behind Singapore’s no.1 automotive portal. We have been consulting and training since 2006 and have worked with many Government institutions and private companies.
