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 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.
