In a move to adopt a more citizen-centric and digital first approach, government agencies are shifting towards omni-channel strategies to ensure a consistent experience across all touchpoints.As part of this initiative, PSYKHE was engaged to conduct digital experience audits of their website across desktop and mobile.

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In collaboration with partner agencies, we evaluated the website’s digital experience to:

1. Understand the current state experience users face when conducting tasks on the website
2. Identify key areas for improvement within the present-day public housing digital offerings
3. Optimise government resources by encouraging Singaporeans to self-help and rely less on customer support

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Our approach consisted of 3 key activities to ensure robust evaluation of the current state experience and timely delivery of potential areas for improvement:

• Evaluative research: Website analytical data, heuristic evaluations and unmoderated usability testing
• Digital audit reporting: Triangulation of key insights across all research data points and streams
• Co-creation: Integration of digital audit findings into broader customer experience strategy through ideation of potential solutions to evaluate appropriateness and usefulness of our proposed solution

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Our approach followed 3 key stages from research to co-creation:

Stage 1: Research & Audit

The team collected data points across Google analytics, heuristic evaluations and unmoderated usability tests.Our proprietary, customisable heuristic framework for government allowed for a robust assessment of the public housing website across government-specific standards and industry best practices.Furthermore, our rapid deployment of 80 unmoderated usability tests evaluated how users interacted with the current digital experience at scale and across multiple dimensions.

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Stage 2: Delivery

With our data points collated across the 3 research streams, PSYKHE triangulated insights into a detailed report comprised of key findings and actionable recommendations.Insights and recommendations ranged from content organisation to navigation and information findability, to accessibility and visual design to ensure smooth task completion.

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Stage 3: Co-create

As the final stage, PSYKHE conducted co-creation workshops to ideate upon potential solutions that built upon the findings of our research report.Ideation and solutions centred upon broader customer experience strategy enhancements that would enhance the usability of the public housing website, increase user engagement and improve customer satisfaction rates.

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