Executive Summary
Sponsored by SkillsFuture Singapore, our team was tasked with envisioning a future jobs-skills
megaportal to seamlessly connect students, employees, employers and Institutes of Higher Learning
in Singapore. Given the rapidly changing job landscape, potential employer-employee relationship shifts
and a rising growth mindset amongst Singaporeans, we needed to arrive at a solution that took an
ecosystem-based approach and create an integrated, end-to-end experience that addressed the needs
of jobseekers throughout their employment lifecycle. For our project scope, our team focused
specifically on Singaporeans aged 18 to 35 as this age group resonated with us best, and we felt better
equipped to empathize with the needs, pain points, hopes and dreams of this demographic.
To begin with, we collected preliminary data via web scraping of comments posted on various social
media sites by Singaporeans within our target age group to determine the general sentiment
surrounding current job search processes as well as the MySkillsFuture and MyCareersFuture sites.
Next, we held several face-to-face interviews and sent out surveys to gather and understand
Singaporeans’ take on upskilling, the goals and experiences (both good and bad) in using certain job
portals compared to the MySkillsFuture and MyCareersFuture portals, and what Singaporeans would
really hope to see in a combined jobs-skills megaportal.
From the survey and interview responses, our team identified user pain points and experience principles
to guide our ideation of a viable solution. Four key features emerged. These include a Personal Lifelong
AI (artificial intelligence) Coach, a Smart Recommender System, a Resume Customizer, and a Ghost
Buster feature.
Page | 1
,1. Problem Overview
In line with the discussion with SkillsFuture Singapore (SSG), we were given the option either to revamp
the MySkillsFuture and MyCareersFuture portals or to rethink the operating model and identify PPP
(Public-Private Partnership) opportunities. We will discuss the strategies concerning this aspect and the
consideration for each option under the section Future Work as there are many ways in which these
options can be exercised. Prior to that, we will first discuss how the portal should be architected in terms
of the user interface and backend structure. As mentioned, due to time constraints, we are focusing on
recommendations for people aged between 18 and 35 (which we will term millennials) as the data we
have collected are most relevant to this age group.
To better aid us in solving the problem chosen, we came up with the following problem statement: How
might we revamp and envisage a megaportal to seamlessly connect students, employees, employers
and Institutes of Higher Learning in Singapore based on current sentiments and data?
This has guided our design thinking process throughout this project.
Thus, our solution statement involves the following:
1. Conduct surveys and interviews to gather information.
2. Map pain points to customer journey.
3. Decide on the key features for the new portal based on principles crystallized from data
collection.
2. Data Collection Overview
Through collecting qualitative and quantitative data from millennials and employers, we hoped to gather
the insights on their pain points while achieving their goals of upskilling themselves, getting suitable
jobs/employees and their usage of the MySkillsFuture and MyCareersFuture portals. We did 12 face to
face interviews and collected 91 survey responses via online Qualtrics surveys.
From millennials, we hoped to find out their concerns about the current job application process and
understand their perception of SSG and how they will use their SkillsFuture SG credit. From employers,
we hoped to know the pain points they face in matching the right person to the right job, each stage of
the recruitment process, their current practices, and current best practices which we could adapt for
use in our upcoming prototyping process.
Page | 2
, Age Distribution Distribution by Employment Status
Figure 1: Survey Demographic Data
From the information gathered, key insights were used to generate our solutions to the megaportal, by
mapping out the customer journey and introducing new and advanced features not available on the
current MySkillsFuture and MyCareersFuture.
3. Customer Journey Mapping
Here is an overview of the key features we propose to be implemented in our envisioned skills and jobs
portal in accordance to the Customer Journey. In the respective sections of Awareness, Usage and
Retention, we show how we have arrived at our recommendations based on the quantitative and
qualitative data collected.
Figure 2: Our Awareness-Usage-Retention Customer Journey Map
Page | 3
Sponsored by SkillsFuture Singapore, our team was tasked with envisioning a future jobs-skills
megaportal to seamlessly connect students, employees, employers and Institutes of Higher Learning
in Singapore. Given the rapidly changing job landscape, potential employer-employee relationship shifts
and a rising growth mindset amongst Singaporeans, we needed to arrive at a solution that took an
ecosystem-based approach and create an integrated, end-to-end experience that addressed the needs
of jobseekers throughout their employment lifecycle. For our project scope, our team focused
specifically on Singaporeans aged 18 to 35 as this age group resonated with us best, and we felt better
equipped to empathize with the needs, pain points, hopes and dreams of this demographic.
To begin with, we collected preliminary data via web scraping of comments posted on various social
media sites by Singaporeans within our target age group to determine the general sentiment
surrounding current job search processes as well as the MySkillsFuture and MyCareersFuture sites.
Next, we held several face-to-face interviews and sent out surveys to gather and understand
Singaporeans’ take on upskilling, the goals and experiences (both good and bad) in using certain job
portals compared to the MySkillsFuture and MyCareersFuture portals, and what Singaporeans would
really hope to see in a combined jobs-skills megaportal.
From the survey and interview responses, our team identified user pain points and experience principles
to guide our ideation of a viable solution. Four key features emerged. These include a Personal Lifelong
AI (artificial intelligence) Coach, a Smart Recommender System, a Resume Customizer, and a Ghost
Buster feature.
Page | 1
,1. Problem Overview
In line with the discussion with SkillsFuture Singapore (SSG), we were given the option either to revamp
the MySkillsFuture and MyCareersFuture portals or to rethink the operating model and identify PPP
(Public-Private Partnership) opportunities. We will discuss the strategies concerning this aspect and the
consideration for each option under the section Future Work as there are many ways in which these
options can be exercised. Prior to that, we will first discuss how the portal should be architected in terms
of the user interface and backend structure. As mentioned, due to time constraints, we are focusing on
recommendations for people aged between 18 and 35 (which we will term millennials) as the data we
have collected are most relevant to this age group.
To better aid us in solving the problem chosen, we came up with the following problem statement: How
might we revamp and envisage a megaportal to seamlessly connect students, employees, employers
and Institutes of Higher Learning in Singapore based on current sentiments and data?
This has guided our design thinking process throughout this project.
Thus, our solution statement involves the following:
1. Conduct surveys and interviews to gather information.
2. Map pain points to customer journey.
3. Decide on the key features for the new portal based on principles crystallized from data
collection.
2. Data Collection Overview
Through collecting qualitative and quantitative data from millennials and employers, we hoped to gather
the insights on their pain points while achieving their goals of upskilling themselves, getting suitable
jobs/employees and their usage of the MySkillsFuture and MyCareersFuture portals. We did 12 face to
face interviews and collected 91 survey responses via online Qualtrics surveys.
From millennials, we hoped to find out their concerns about the current job application process and
understand their perception of SSG and how they will use their SkillsFuture SG credit. From employers,
we hoped to know the pain points they face in matching the right person to the right job, each stage of
the recruitment process, their current practices, and current best practices which we could adapt for
use in our upcoming prototyping process.
Page | 2
, Age Distribution Distribution by Employment Status
Figure 1: Survey Demographic Data
From the information gathered, key insights were used to generate our solutions to the megaportal, by
mapping out the customer journey and introducing new and advanced features not available on the
current MySkillsFuture and MyCareersFuture.
3. Customer Journey Mapping
Here is an overview of the key features we propose to be implemented in our envisioned skills and jobs
portal in accordance to the Customer Journey. In the respective sections of Awareness, Usage and
Retention, we show how we have arrived at our recommendations based on the quantitative and
qualitative data collected.
Figure 2: Our Awareness-Usage-Retention Customer Journey Map
Page | 3
