Infocomm Media Development Authority
Background
IMDA is a statutory board of the Singapore government, under the Ministry of Communications and Information (MCI).
“IMDA aims to build a competitive and sustainable Infocomm media industry, developing Singapore as a nucleus for media content, services and applications while growing the seed of technological innovation and fostering collaboration between local and multinational corporations in the sectors.” – imda.gov.sg
I was acting as a Lead UX Designer for the IMDA website revamp project working alongside my colleagues at EY Digital and IMDA stakeholders. The project includes a large UX Research piece, visual design, prototype and build. I was involved at all the stages, from the initial research through the prototype to build, though I left the company 1 month before the website launch.
Key Objectives
- Launch a new corporate website founded on insight, business understanding + design thinking
- Showcase IMDA as leading Singapore’s digital transformation
- Increase digital industry visitors
- Reflect the digital economy and digital inclusion
Research Strategy
- Stakeholder Interviews + Stakeholder Workshops + Persona Workshop
- Google Analytics, SEO, Content Audit
- User Interviews, Online Survey
- Usability Testing
High-Level Findings
- Perception Issue: how the agency is commonly perceived is very different from how the agency wants to be perceived.
- Were identified key & secondary audience groups. We also created user personas for the key ones based on the interviews and workshops.
- Were identified audience split factors. One of them: completely unaware that IMDA can offer anything they need / aware of agency offerings but struggle to find the right channels / have established relationships with the agency.
- General Feeling that tech is represented, but media not that much.
- The audience expects news to come to them.
- Two pieces of content drive 20% of traffic.
- News and initial research are normally conducted on mobile, while more deep work with the regulatory content is on desktop.
- Current navigation reflects more on the organization structure rather than user needs.
Recommendations Overview
- The website should support and supplement existing interactions not replace them. Support the user at the key points of the journey: research stage, verification stage, follow-up stage.
- Improve discoverability through the site search, homepage+navigation, personalization, persona-based filter, dynamic landing pages, and news that comes to the user.
- Create targeted content: news the audience is hungry for, case studies showcase, digitize all the interactions, and improve the content design and consistency.
Initial Design Concepts
Final Look & Feel
15 Templates Designed
Improved navigation & IA
According to the research, we changed the navigation to needs-based but supported with alternative avenues. The information architecture was also improved to allow the user to find things quickly.
Mobile
