● 2019      TEAM: EY DIGITAL     ROLE: SENIOR UX DESIGNER

IMDA Singapore Website Revamp

Designing a user-first experience for Singapore’s media and tech authority

The Infocomm Media Development Authority (IMDA) is a statutory board under the Singapore government’s 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 served as the Lead UX Designer for the IMDA website revamp project, working closely with my colleagues at EY Digital and IMDA stakeholders. The project involved extensive UX research, visual design, prototyping, and development. I was engaged throughout all stages of the process—from initial research to prototyping and build—though I left the company one month before the website’s 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

Summary of Findings

• Perception Issue: How the agency is commonly perceived is very different from how the agency wants to be perceived.
• Key and secondary audience groups were identified. We also created user personas for the key groups based on interviews and workshops.
• Audience split factors were identified. One of them: completely unaware that IMDA offers anything they need / aware of the agency’s offerings but struggle to find the right channels / have established relationships with the agency.
• General feeling that tech is well represented, but media is not as 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 deeper work with regulatory content is done on desktop.
• Current navigation reflects the organizational structure rather than user needs.

Recommendations Overview

• The website should support and supplement existing interactions, not replace them.
• It should assist users at key points in their journey: the research stage, verification stage, and follow-up stage.
• Improve discoverability through site search, homepage and navigation, personalization, persona-based filters, dynamic landing pages, and news that reaches the user.
• Create targeted content: news the audience is hungry for, case study showcases, digitized interactions, and improved content design and consistency.

Initial Design Concept

These design concepts were part of the pitch that led to winning the project.

Final Look & Feel

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 Design

Let's work together

+351 932326408
mary.kolomenskaya@gmail.com