CPF Board Projects
UX / UI Design
Work in progress
Website Migration & Product Redesign
As part of the CPF Board’s website migration initiative, our team at the Design Excellence Centre (DXC) was tasked with supporting product owners in reimagining their digital products. This involved identifying pain points in existing user flows, improving overall user experience, and redesigning interfaces in line with CPF’s new design system. The goal was to ensure a seamless migration to the new platform while delivering intuitive, user-centric experiences with a refreshed and consistent UI.
Role: Product designer
Deliverables: Digital services
Hi there! I'm still running projects with the Board and there will be frequent updates to this page! You might see changes to the layout and additional items/info from time to time.
Overview
My role as a product designer within the Board
The Design Excellence Centre (DXC) is a team within the Digital Services Department (DSD) that governs digital products within CPF Board. The team consists of members focussing on 3 different areas. Product design, design systems and content design.
At the start of a new project, product designers are engaged by product owners or agile product leads to help shape the product vision. Our involvement begins with understanding the product’s goals and requirements, followed by a structured six-week design engagement — typically split into three weeks of discovery and requirement gathering, and three weeks of design sprints.
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During this phase, we map out the customer journey to understand how users interact with the product, uncovering key user needs and identifying potential pain points. At the same time, we work closely with product owners to align on their vision and objectives for the product.
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Throughout the sprint, we collaborate internally with our design systems and content teams to evaluate and refine ideas proposed by the product designers. This ensures that our solutions align with established design system guidelines and that the content flows clearly and intuitively within the interface.
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Our ultimate goal is to bridge the gap between user needs and business goals — delivering designs that are both strategically sound and user-centered.
What is happening in the Board?
When I joined the Board, the organization was in the midst of a major website migration—from an outdated platform to a newly redesigned site with a modernized UI. This transition involved migrating existing digital services to the new site, updating their interfaces for a more contemporary and user-friendly experience. Alongside the migration, we also developed and launched new digital products directly within the new design framework.
Design sprint case-study
Transformation of CPF top-up forms
Service #1
Top-up for 3 Accounts
New product
Top-up for 3 Accounts form
Service #2
Top-up for Medi-save Account
Service #3
Payables for Medi-save Account
New product
Combined Medi-save form
Uncovering the purpose
We collectively decided that all 3 services served 3 very different personas with different purposes. Thus, the services offered should stand alone to ensure that CPF members are clear on which product to use based on their purpose.
Service #1
Top-up for 3 Accounts
I want to ensure my 3 Accounts have a good amount of funds for my future BTO.
Persona 1
Newly-wedded working adult
Volunteer top-up
Service #2
Top-up for Medi-save Account
I want to ensure I have enough for my medical bills and enjoy tax relief.
Persona 2
Working adult taking care of ageing parents
Volunteer top-up
Service #3
Payables for Medi-save Account
I want to ensure I am not a defaulter for my Medi-save payables.
Persona 3
Self-employed business owner
Mandatory obligation
Product repositioning
We collectively decided that all 3 services served 3 very different personas with different purposes. Thus, the services offered should stand alone to ensure that CPF members are clear on which product to use based on their purpose.
Service #1
Top-up for 3 Accounts
New product
Top-up for 3 Accounts form
Service #2
Top-up for Medi-save Account
New product
Top-up Medi-save Account form
Service #3
Payables for Medi-save Account
New product
Manage Medi-save payables form
Journey mapping & design
Manage Medi-save Payables Form
High-level Customer Journey Mapping
During this stage, we map out a high level journey to identify potential pain-points and areas of improvement.
Persona mapping
We identify personas that encompass the potential users of the product and map out the potential difficulties/questions a persona might face at different points in their user journey to address gaps/opportunities.
Detailed user flows
At the same time, we detail out the entire product user flows to clarify the different variant of user flows a user might have due to different circumstances.
Wireframe / prototyping / research
With all the details in-hand, we then proceed to design the screens and walk through with product owners to identify any potential shortfalls or gaps.
Project Gallery
CPF Board delivers numerous digital services to their users both on the website as well as on its mobile app. These are some of the projects I have lead and designed.
A service that allows employers / HR agencies update business particulars such as CPF Submission Number (CSN), Persons-in-charge of business, contact details etc.
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