EnterpriseOne (business.gov.sg)
Services: Content Strategy, Content Development, Information Architecture, Usability Testing, Web Design
The site is a resource for local businesses looking for Government information. The old site didn’t reflect the client’s brand. The imagery used (buildings) was not welcoming and did not appeal to our target audience. We needed a more friendly-looking site. Users also complained that they either couldn’t find the content they needed or found the content irrelevant.
Old site: Homepage, Section page, Article Page
After a round of card sorting and usability testing, we were able to design a new information architecture for the site. With a clear idea on how to structure the site and where to place the elements on the page, we focused on delivering the “look and feel” which matched our client’s brand personality.
The homepage had to be welcoming. We decided to put a friendly face, the face of someone who actually worked for the Singapore Government. Someone who actually interacts with the target audience (local businesses). Someone real.
Below her are drawers of content resources. She is like a friendly librarian with all the information local businesses need at her fingertips. To the right of her, we placed a short paragraph to tell users what the site was all about. We expected many new users to the site, so it was important they knew upfront what the site could provide.
The client’s corporate colours were blue and green. A dark solid blue would have made the site really heavy and boring so we opted for drop shadows, curves and gradients for a brighter and more optimistic look.
New site:
Just before we launched the site, we polled our users and they loved it! But it isn’t perfect yet. We intend to tweak and refine it as we go along.