challenge
As Singapore’s largest industrial property developer, JTC faced growing pressure to evolve its digital presence: Its digital infrastructure was fragmented: customer self-service was inconsistent, inaccessible, and underutilized. Tenants had to navigate disjointed systems for payments, property info, facility bookings, and service support. Signature estates lacked unified digital branding and discoverability, diluting JTC’s national innovation agenda. JTC needed to transform its portal into more than just a service site. It needed to become a platform for tenant retention, industry collaboration, and economic enablement. → Key challenge: create a seamless experience across complex services, usable by a wide range of users: from traditional manufacturers to tech entrepreneurs, across all digital fluency levels. At its core, the ask was not just to improve their UX. But to positioning JTC as a partner in Singapore’s economic future—through digital.
Client
Jurong Townhall Council JTC
Format
Platform
ACTION
As the Head of CX and design lead, I orchestrated the full digital transformation of JTC’s online experience, integrating service, content, branding, and data strategy into a unified customer journey. Key actions: Strategic Research & Prioritization Conducted segmented qualitative research with industrial tenants, local SMEs, and global investors, mapping digital needs, behaviors, and pain points. Prioritized core user journeys based on impact (e.g. property discovery, lease renewals, service requests, community engagement). Ran prototype testing loops to validate navigation, content clarity, and service pathways across low- and high-digital literacy users. End-to-End Digital Redesign Integrated property management systems, tenant services, facilities booking, and community content into a single, modular portal. Overhauled information architecture, navigation, and content strategy to reflect how tenants think, not how JTC was structured. Developed mobile-first interface patterns optimized for on-the-go business users and estate managers. Automated high-volume touchpoints (e.g. FAQs, service ticketing, lease information) to reduce pressure on call centers. Brand Repositioning & Experience Identity Rebranded key signature estates (e.g. Punggol Digital District, Jurong Innovation District, Sungei Kadut Eco-District) with new narratives, visuals, and storytelling structures. Evolved JTC’s tone and content toward a “friendly, pro-business” brand personality, reflecting approachability and partnership. Delivered a cohesive, modern digital language for the JTC parent brand and its property ecosystem.
RESULTS
Award-winning portal experience, recognized as best-in-class in real estate and government digital transformation. Sustained rise in tenant retention and expansion across industrial properties, despite market headwinds and rising business costs. JTC’s All-Industrial Rental Index climbed for 14 consecutive quarters, driven in part by improved tenant satisfaction and digital services. Occupancy rates remained robust, with key sectors (e.g. warehousing, advanced manufacturing) exceeding growth forecasts. Customer feedback validated the shift: the portal became seen not just as a utility, but a gateway to doing business with Singapore’s industrial economy. Caroline Wong (CMO, Communications Division) confirmed the shift: “We want to give our customers an integrated, seamless, and enjoyable online experience and connect them with industry communities.”
LEADERSHIP LENS
Transforming JTC’s portal meant transforming how it is perceived: from landlord to ecosystem enabler. I led through: Clarity – Translating complex internal services into intuitive, customer-centered flows.Cadence – Aligning multiple agencies, property teams, and content stakeholders through a phased delivery rhythm and shared experience principles. Care – Ensuring inclusion at every step; building for the traditional and digital-native tenant alike, without sacrificing elegance or scale. JTC’s transformation is a national signal: That even complex, public-sector ecosystems can feel human, personal, and empowering when designed with intention.
