Singapore Government's Land Transport Authority
DRIVING EV FOR GREENER SINGAPORE
Challenge
As part of the Singapore Green Plan 2030, the government's Land Transport Authority (LTA) is actively promoting the adoption of electric vehicles (EV) to align with national sustainability goals. The initiative aims to significantly reduce the environmental impact of transportation by transitioning from internal combustion engine (ICE) vehicles to EV.
However, the ratio of infrastructure to electric vehicles is “not ideal”, especially the charging points. While right now many of those who adopted EV in Singapore are homeowners and had their own charging points.
Key challenges
- Infrastructure Assurance: How can the public be assured that future infrastructure developments will ensure the convenience and reliability of using EVs.
- Engagement Strategy: To appeal to citizens, a new way of communication and engagement had to be created.
Project Stages:
01 Align
02 Discover
03 Define
04 Design
05 Develop
06 Deliver
Align: Objective for EV Adoption ✍
To align with the LTA's goals and vision, we started the project by analyzing insights from the LTA design thinking workshop.
Insights Application: Utilizing outcomes from the LTA's design thinking workshop, we focus on addressing common EV concerns, highlighting benefits, and offering practical information.
Discover: Insights and Market Dynamics 🔍
During the discovery phase, our research focused on deeply understanding our target audience. We identified their needs, behaviors, and pain points through comprehensive research. Additionally, we analyzed the EV market in Singapore, including adoption rates, government policies, and infrastructure status, which helped us anticipate trends and tailor our strategies accordingly.
We also performed a competitive analysis, examining existing EV websites and campaigns. This allowed us to understand the market landscape's strengths, weaknesses, and opportunities, positioning us strategically for upcoming challenges.
55%
of car buyers in Singapore plan to purchase EVs
As a result, we discovered that more than half of Singaporean consumers planning to buy a car intend to purchase an EV. This figure is higher than the 41% recorded globally and significantly above the 21% reported in November 2020.
Define: Project Direction and Strategy 💡
In the Define phase, we transformed our research findings into actionable steps for the project. Key activities included:
- Actionable Requirements: We translated insights into specific requirements that guided the website's development.
- User Journey Maps: We created detailed visual maps outlining the steps and touchpoints users experience on the site, ensuring navigation is intuitive.
- Content Strategy: We aligned the client's goals with user needs, focusing on:
- Defining core messages
- Structuring information architecture
- Outlining content requirements
These efforts were designed to deliver a seamless and engaging user experience.
Design: Crafting the User Experience 🎨
In the Design phase, we brought our vision to life by first sketching out wireframes and building interactive prototypes. These early drafts allowed us to map out the website's layout and functionality, which we then refined through iterative feedback from both stakeholders and potential users.
With the structure in place, we moved on to visual design, crafting a look that stays true to the client's brand while resonating with the target audience. We carefully selected color schemes, typography, and imagery that highlight the advantages of EVs and create an inviting experience.
Alongside this, we worked on content creation, producing engaging and informative copy. Almost all the initial copy came from the client, which we refined to ensure it fit seamlessly with the overall design and message.
Development: CWP and OneMap 💠
During the Development phase, we carefully chose technology solutions to best meet the project's objectives and accommodate the client's preferences:
Technology Selection:
- CWP: Chosen as the platform for website management, handling staging and production deployments.
- WordPress: Utilized as the primary tool for site construction.
Deployment and Integration:
- Started with client-approved pages for layout and colors.
- Developed the CMS and front end simultaneously, ensuring seamless integration.
- Regular content updates from the client were integrated without disruption.
Testing and Feedback:
- Utilized our server and staging environment for internal testing and progress reviews, facilitating quick feedback and easier adjustments.
Challenges and Solutions:
- Encountered limitations with OneMap for implementing EV charging points due to feature support and sparse documentation.
- Required innovative problem-solving to integrate OneMap successfully despite these challenges.
Deliver: Comprehensive Testing for Effective Handover 📨
As we entered the delivery phase, our priority was to ensure a flawless user experience through comprehensive testing:
- Testing and Quality Assurance:
- Conducted rigorous internal testing on our own server to identify and resolve issues efficiently before final handover.
- Focused on complex deployments on CWP to ensure smooth integration and functionality.
- Security Measures:
- Collaborated with the client who led security checks and shared findings.
- Worked together to address security concerns and meet stringent standards.
- Deployment and Support:
- Partnered closely with the Singapore team during deployment.
- Provided support for CWP and CloudVenti platforms, ensuring a seamless transition to the live environment.
Learning & Conclusion 📊️
In reflecting on the project, we recognized the importance of setting clear and agreed-upon timelines from the start. Without this, the risk of the project dragging on and remaining unfinished for too long became evident.
Another key learning was the need for a solid understanding of all development SOPs, tools, and the tech stack before diving into UI design. This clarity early on is essential for smooth collaboration and ensuring everyone is aligned on what's achievable and what's not.
Despite the challenges we faced along the way, Maleo successfully delivered the project. We're proud to share that the website is now live and ready for you to explore. Check it out at Power Every Move Website.
