PROJECT: SLA Corporate Website 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 key areas pertaining to (i) property ownership and boundaries, (ii) state land and property, and (iii) land and geospatial data.


SLA comprises of a public facing corporate website as well as multiple eServices which cater to a wide range of users from public tenants to intra-government users. With each portal having its own unique identity, it was challenging for SLA to consolidate information and push out a unified brand identity and experience. SLA wanted to harmonize its brand across all eServices and its corporate website as well as improve user experience and emerging technologies to keep up to modern developments and standards


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 Results

The portal saw the following strategic pivots:

  • Revision of online brand architecture of all e-services (to descriptive nomenclature)
  • Question-oriented content with step by step instructions
  • Transformation of eServices (rental portal, titles portal, coordinates portal, application portal)

Along with the resulting uplifts:

  • 93% scored the new site higher in effectiveness
  • 260% improvement in time to complete tasks
  • 240% improvement in time to locate information
Technologies Applied
  • 360 ° Human Design Methodology
  • Usability Testing
  • Heat Maps & Heuristic Evaluation
  • Cart Sorting/ Tree Path Analysis
  • HTML Slicing