Evaluating the digital experience of homeowners in Singapore
PSYKHE partnered with partner design agencies and the national government to identify key opportunity areas surrounding digital touchpoints for new and prospective Singaporean homeowners.
Client
Government Agency
Industry
Public Sector
Services
Research & Insights, CX Strategy
The challenge
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.
In collaboration with partner agencies, we evaluated the website’s digital experience to:
Understand the current state experience users face when conducting tasks on the website
Identify key areas for improvement within the present-day public housing digital offerings
Optimise government resources by encouraging Singaporeans to self-help and rely less on customer support
The approach
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
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.
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.
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.
Summary of heuristics evaluation
The impact
1
Customised heuristics framework 📊
80
Unmoderated usability tests 🧑🏻💻
36+
Findings and recommendations 🔎
The resulting findings and recommendations set the stage for subsequent enhancements through:
Holistic evaluation: 3 parallel research streams conducted to develop an end-to-end view of the current customer journey and pinpoint opportunity areas.
Actionable next steps: Ideation and co-creation of potential solutions established a roadmap for the government agency to move forward.
Our comprehensive assessment and evaluation defined clear actions to be taken for increased user engagement, reduced reliance on government support resources, and a streamlined customer experience for a more efficient, user-friendly journey.
Like what you see?
Reach out to us today to discuss how our research and UX consulting services can help you create a real impact for your customers and your business in Singapore and Asia.