Government · Web Design
SkillsFuture
Singapore
A web redesign for SkillsFuture Singapore, the national movement helping Singaporeans build skills for the future. The site serves three distinct audiences: individuals, employers, and training partners.
Speaking to everyone, reaching no one
The website was trying to speak to everyone at once and ended up not serving anyone particularly well. Programs like the Mid-Career Training Allowance and Workfare Skills Support were hard to find, and the overall feel was more like a government document than a movement worth joining.
Three audiences, three clear paths
We gave each audience their own clear path through the site so people could get to what they needed without wading through everything else. The visual identity was refreshed to feel warmer and more approachable, and key programs were simplified into easy-to-read cards.
Results
3
distinct audience journeys defined
40%
program discovery time cut
Refreshed
brand identity aligned with national movement
Trust
signals improved with scam advisory integration
Next Project
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