Improving the Reading Experience on an Information-Rich Service

Images are not included due to broken aspect ratio. Apologies in advance for the wall of text. 😅

Workforce Singapore, typically known as WSG, is a statutory board under the Ministry of Manpower. It oversees all matters related to the workforce.

Many locals in Singapore may recall that WSG was once known as SSG-WSG, creating confusion about the roles of WSG and SSG.

In this redesign project, we sought to clearly distinguish between these two statutory boards. We guided WSG to establish new goals and a vision for their website redesign. The updated site aims to assist both individual job seekers and employers with workforce development, competitiveness, and inclusiveness.

The redesigned website can be viewed here.

In this project, I serve as the Design Lead, working alongside my reliable team comprised of two UX Designers and one Design Researcher.

Before diving in, we used our kick-off meeting with WSG to understand their business frustrations and objectives for this redesign exercise.

WSG confidently expressed that they're not concerned about the volume of content and policies the public could consume. Instead, their main challenge is categorising this information to make it more searchable and accessible.

The initial plan was to conduct a week-long focus group with key contributors to the WSG website. However, after several discussions with WSG stakeholders, it became evident that we needed WSG domain knowledge to effectively drive this redesign exercise.

Setting that aside, my team organized a series of co-creation workshops to help WSG's key people understand the brand’s goals and mission. The workshops resulted in a redesign statement for both individual career seekers and employers.

The participants in the co-creation workshops included career coaches and representatives from various WSG divisions.

Guided by the redesign statement, we conducted a co-design workshop with selected WSG key people to audit and restructure the website’s architecture. We meticulously reviewed and reprioritized the existing content based on our findings from the co-creation workshops.

Rapid prototypes were created for iterative testing, focusing on how the content was accessed from various points on the website. The results aligned with our observations: younger users preferred self-served content, while older users appreciated easily accessible content.

In redesigning the website, we adhered to the Digital Service Standard, aiming to provide consistent and relevant government service to users.

With the redesign of Workforce Singapore's corporate website —

the click-through rate of the content has increased by 20%.

The new categorization of website content and self-serve content on the main page has led to a 15% increase in readership for employer-related content.

There has also been a substantial increase in content for career seekers to an astounding 130% increase in readership.