PROJECT: Procurement and Finance Portal User Experience Design

CLIENT: People’s Association


The People’s Association (PA) is a statutory board to promote racial harmony and social cohesion in Singapore. Their mission is to build and bridge communities in achieving one people, one Singapore. PA offers a wide range of programmes through their network of 1,800 grassroots organisations (GROs), over 100 community clubs, 5 community development councils, National community leadership institute and Water-Venture.


PA wanted to redesign their grassroots leaders (GRL) portal to improve the overall ease of use by its 38,000 volunteers across 1,800 GROs. The project included revamping its finance and payments system, as well as designing its procurement and sourcing system from ground up. The end vision was to roll out a customer-centric portal that transformed the experience of the various end-user and minimized administrative burden.


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


The Results

The portal saw the following strategic pivots:

  • Focus on  Layman-centric UI and nomenclature
  • Workflow integration across emails, web and SMS

Along with the resulting uplifts:

  • 95% scored the new site higher in satisfaction
  • 300% improvement in time saved on process
  • 220% improvement in success rate of application
Technologies Applied
  • 360 ° Human Design Methodology
  • Heuristic Evaluation
  • Digital Strategy & Branding
  • Usability Testing