Redesigning the IMDA website to offer a personalised, persona-based browsing experience for its users spanning a range of demographics.
CLIENT/
Infocomm Media Development Authority
DESIGNED AT/
Ernst and Young
MY ROLE/
UIUX Designer
CHALLENGE/
To offer a more personalised browsing experience for IMDA's myriad of users – from students to professionals to elders – in order to better meet user needs, empowering them to more easily access information relevant to them.
About
The Infocomm Media Development Authority (IMDA) is a statutory board under the Singapore Government, responsible for regulating and fostering the growth of the infocomm and media sectors in Singapore. IMDA aims to drive innovation, support industry development, and promote the use of technology and media to benefit Singapore's economy and society.
The team at Ernst and Young was tasked with revamping the IMDA corporate site to improve user experience, reduce bounce rates, as well as provide a refreshed look and feel to better represent IMDA's position as a leader in digital innovation and change.
Design approach
Leveraging IMDA's brand colors and the distinctive visual motif of its logo, the team at Ernst and Young crafted a web design that embodies a clean and minimalist aesthetic. This approach integrates IMDA's established visual identity with a modern, user-centric design philosophy. By focusing on clean lines, ample white space, and a straightforward layout, the design minimizes distractions and makes it easier for users to navigate and engage with the content.
This approach improves usability, lowers bounce rates, and encourages deeper engagement with the site’s content.
Profile selector
When users first visit the IMDA corporate site, they have the option to select the profile that best matches their demographic. This chosen profile dictates the recommended and displayed content, enhancing the browsing experience with personalization.
Additionally, this data is returned to the administrators, keeping them informed about the browsing tendencies of users based on demographics.
Personalised browsing
Upon landing on the landing page, users are prompted to interact with a step-by-step selector in the How IMDA can help tab to further filter their profile based on their user goals. A list of programmes relevant to them will then be generated.
In the Most visited pages tab, users are also provided a list of popular pages based on the profile they've selected in the Profile selector.
This personalised approach helps users quickly access the most pertinent information, reducing the time spent searching and improving overall navigation. By streamlining access to frequently visited content, the platform minimises user frustration and enhances the overall browsing experience.
Mega menu
Enabling the display of a large amount of content facilitates more efficient navigation, particularly beneficial for websites with complex Information Architecture.
By presenting a greater number of options upfront, the mega menu aids users in discovering content more easily, a feature especially advantageous for IMDA's wide range of products, services, and information categories.
Mobile responsive
As part of this project, a mobile responsive version of the website was also designed and implemented, offering the same functionality as the desktop version optimised for smaller screens.
