SLA SPIO: Digital Transformation Through Human-Centered Design

The Singapore Land Authority (SLA) needed to transform their State Property Information Online (SPIO) platform to better serve diverse users—from niche professionals to first-time visitors accessing state-owned property information. The existing system suffered from complex workflows, poor discoverability, and inefficient processes that hindered both citizen experience and internal operations. I led a comprehensive digital transformation project that integrated Human-Centered Design (HCD) with Business Process Re-engineering (BPR) principles.

I co-led the project with our research lead, focusing on strategy and design while collaborating on comprehensive user research. My role centered on design strategy, conducting stakeholder consultations and design thinking sessions, and developing the strategic framework for transformation. While SLA initially wanted to embrace AI solutions for the future, our user research revealed that most users were against it or needed extremely robust implementation to consider adoption. Working closely with the research lead on focus group discussions, in-depth interviews, and usability testing, I discovered SLA users are uniquely tolerant of inconvenience because they're "renting from the world's best landlord—the government itself." This eye-opening experience revealed voices and perspectives we could never imagine in day-to-day life, fundamentally reshaping our approach to prioritize reliability over innovation.

The project delivered a comprehensive design framework with refreshed information architecture, content strategy guidelines, and user engagement strategies that enhanced discoverability and navigation. By incorporating micro-interactions and data visualization best practices, the redesigned platform created smoother user experiences while optimizing internal operations for SLA officers. We presented the research study to the CEO and secured approval to proceed with the revamp. Few months later, SLA awarded a developer agency to implement the design, validating the strategic framework's value. The work included scalability planning, success metrics definition, and knowledge transfer sessions to empower the SLA team for ongoing iteration and maintenance. This project expanded Trinax's government portfolio, demonstrating our capability to deliver holistic digital transformation beyond traditional UX redesign.