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  • Apr 03, 2018
NTUC Case Study

NTUC UX case study: Same content, different results

The National Trades Union Congress (NTUC) is a national confederation of trade unions as well as a network of professional associations and partners across all sectors in Singapore. NTUC helps people achieve gainful employment through better jobs, and a better living through higher wages so they can live a better life.

The Challenge

Much of NTUC’s member acquisition is primarily driven through their website. But users found it difficult to complete the online registration process. Rage was commissioned by NTUC for the expertise we had in the field of user experience.

The challenge was to redesign the data collection process and implement the same without collapsing the back-end, developed by Accenture, upset the database structure and make it responsive across devices.

Our Approach

We began with analyzing the existing site to identify gaps, pain points and improvement areas. In parallel, we documented the field structure of the form.

  • Information Architecture (IA) helped regroup the fields in a logical manner.
  • User flows were defined, wireframes created, designed and prototyped.
  • We put the prototype to test at the agency and at the client’s end and optimized based on feedback.
  • A HTML version of the prototype also went through usability testing with small groups of users identified by the client.
  • Users were given specific tasks and their ability to complete the task was analyzed based on which the HTML prototype was updated before development and integration.

Our Approach

Need for UX

There was a need for UX team to get involved as the entire membership form had to be thought through from the usability perspective making it easy to for a user to fill up the form in the easiest way possible.

  • Fields were regrouped into smaller chunks thereby making it easier for the user to fill the form.
  • The form was transparent. There were no hidden fields that cropped up as the user progressed in the form.
  • Intermediate Save was introduced. User would be able to exit the form at any point and retrieve it at a later point.

Old Form

Old Form

New Form

New Form

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