The goal of the ActiveSG website is to build a web presence to help Singaporeans explore and immerse themselves in sports-related stuff, and to ignite a sporting spirit by engaging them with Vision 2030.
The need for specific, searchable, relevant, and localised web content was addressed by updating the Information Architecture based on the research findings and user experience design.
The revamped website was launched in February 2014 with the aim of encouraging participation in sport, thereby serving more content to users and having them stay longer on the site.
Among the increased viewership statistics, users are viewing the site for longer duration. Average session times increased by nearly 2 minutes, exceeding the organisational KPI and showing success.