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Project Overview
MyNSMobile is the first-of-its-kind mobile app developed by Singapore’s Ministry of Defence (MINDEF) for the National Service (NS) community to have quick access to NS-related mobile services (mServices) and information, on-the-go. MyNSMobile complements the NS Portal (www.ns.sg), NS Mobile Web (m.ns.sg) and 24-hour Call Centre – collectively, they enhance MINDEF’s integrated engagement and communications strategy. Available on Android and iOS, MyNSMobile addresses growing user demand for a mobile app that not only supports quick and seamless access to the eServices, but also enables regular communication on NS-related content. MyNSMobile has garnered 22,600 of downloads since it was launched in June 2013.
Project Commissioner
Project Creator
Team
Portal City - NSP
Project Brief
MyNSMobile is unique because no other government agency offers the same NS-related eServices and content. MyNSMobile serves a very large and diverse user base which includes: 300,000+ active NS personnel serving in MINDEF, Singapore Armed Forces, Ministry of Home Affairs, Singapore Police Force and Singapore Civil Defence Force; pre-enlistees preparing for NS enlistment; and, non-NS users such as families of NS personnel and the general public. Users are primarily between 13 and 50 years old and include both genders.
Exposure to the fast-evolving digital landscape means users inevitably benchmark MyNSMobile to world-class standards of ‘commercial’ mobile apps. In line with its service excellence commitment, MyNSMobile is designed and optimised for display and deployment across multiple devices and platforms to meet user expectations. The goal is to deliver a highly-positive user experience by tapping on intuitive navigation and a clean dashboard to access to a comprehensive suite of essential services and information.
The app’s systematic layout using distinctive, colourful icons, balanced with clear space, ensures that users have a complete overview of all services and information on MyNSMobile. A scrolling function enhances information processing and readability, enabling users to zoom in to their desired content quickly.
To achieve branding impact and seamless interactivity, MyNSMobile carries a strong brand identity and features, consistent with the NS Portal (www.ns.sg) and NS Mobile Web (m.ns.sg). It incorporates the same distinct NS.sg logo and official colours of red and black in all key design elements throughout the site – including icons, buttons, frames, text and headings.
Project Need
To complement its efforts in offering a comprehensive array of NS-related services to its diverse user base, MINDEF has transformed MyNSMobile to become its centralised eService platform and information repository by harnessing innovative mobile app design strategies. MyNSMobile is an engaging, interactive gateway for users to access and navigate easily the full scope of MINDEF services and information.
So, unlike previously when many users would exit MyNSMobile immediately after completing their service transactions, MyNSMobile’s move to adopt a user-centric approach that delivers rich, personalised content has resulted in users becoming more actively engaged, interested and informed on NS matters.
As more users seek broad NS-related content, users appreciate the expanded scope of content on MyNSMobile. This includes: NS News and NSTV – dedicated channels to showcase latest news and in-camp missions; FitnessXchange for physical fitness resources; NS Portal forums for sharing of NS experiences; lifestyle blogger discussions on topics such as education, career, music, sports, and romance; and specific user groups information sites, such as: iPrepNS (iprep.ns.sg) which offers NS Enlistment insights to more than 24,000 pre-enlistees and their families annually; NS Life for sharing real-life stories about the NS journey; and, Strengthen NS to provide updates on the initiatives to evolve NS for the future. MyNSMobile users appreciate the different touch-points and incorporation of social networking tools.
MyNSMobile is making significant strides in enabling efficient transactions. It has also effectively boosted user interest and the level and quality of direct ongoing engagement between MINDEF/the government and the large NS Community.
User Experience
The NS community has welcomed MyNSMobile’s user-centric approach and its efforts to aggregate NS-related services and content under one app. Users benefit from MyNSMobile’s unique proposition of fully leveraging the power of mobility to perform key transactions and to be a trusted source for NS-related information.
Users rely heavily on MyNSMobile to manage mandatory NS transactions, such as processing physical fitness tests, medical appointments, leave and eClaims. MyNSMobile currently offers the 12 most frequently-used Mobile Services (mServices). To facilitate quick mService fulfilment, MyNSMobile offers users fast access via a ‘one-click’ option – this directs users to either download the required app or access the browser for real-time services on NS.sg.
Recognising the online competition for users’ attention, MyNSMobile sets the bar high by ensuring that its content is current, compelling and relevant to its users. Site content is delivered using strong benefit-skewed messages that are written succinctly; carefully-selected visuals, combined with clean design layout, reinforce the key messages. The mobile app elevates awareness of joint promotions with industry partners that are of interest to needs of the broad NS community.
A concerted move to incorporate social networking channels, like Facebook and Twitter, encourages active user sharing of MyNSMobile content. This has been a powerful strategy. Users enjoy the convenience and social experience, which has led to an increase in the number of repeat and new visitors.
Project Marketing
To increase awareness of MyNSMobile, MINDEF employs a multi-channel integrated approach to reach users. This includes: the use of online advertising banners on NS Portal; collaterals like monthly eNewsletters and e-Direct Mailers; and, social / word-of-mouth marketing by leveraging integrated social networking channels (Facebook and Twitter) for content sharing.
Periodic marketing campaigns are also employed. An example is the multi-channel activation campaign that ran from October 2013 to February 2014 – this aimed to drive traffic to the MyNSMobile landing pages and encourage MyNSMobile app downloads. Tactical marketing activities included offline promotional channels (posters and brochures) and a series of online quizzes, which required the app to be downloaded before contestants could submit answers to qualify to win weekly prizes over the 13 weeks. The quizzes highlighted the app’s features in order to encourage trial usage. A mid-campaign Bonanza Draw – was timed to coincide with Chinese New Year in January 2014. Creative use of thematic festival icons heightened interest and generated spikes in quiz participation and downloads. Constant and careful monitoring of the campaign saw mechanics and key messages being tweaked along the way to encourage greater participation. For example, QR codes were introduced to ease app downloads.
Throughout the campaign, the number of downloads for MyNSMobile increased by 151%. Average page views of the mobile landing page increased simultaneously by 16%. Contest participation reaped a healthy 1% response rate (1,126 participants). The campaign garnered strong results through benefit-skewed messaging, contextualisation of contest mechanics and deployment of integrated touch points.
Project Privacy
Compliance with data security, privacy and protection principles are paramount for MINDEF as a government organisation.
In line with this, MyNSMobile adopts a 'privacy by design' approach - this ensures that, upfront, privacy and data protection is built up into the design specifications and information architecture of the mobile app.
Privacy and data protection practices are also prioritised throughout the lifecycle of handling all personal information collected on MyNSMobile. This spans the entire process – from collection, usage (including targeted advertising and data analytics), disclosure, storage to destruction of data.
To ensure trust and confidence amongst the users of its site, MyNSMobile has posted in full and clearly labelled its Apps Privacy Statement and the Privacy Statements of MINDEF/SPF/SCDF, under the ‘Terms & Conditions’. This section appears on the landing page of the mobile app and can be immediately viewed by users when they first access open the app.
Anticipating the challenge of reading lengthy privacy policies on the small screens of phones, the privacy documents are simply formatted in black text against a clean white background for ease of reading and to minimise 'notice fatigue', where users choose to avoid such notices. Additionally, MyNSMobile ensures that targeted notices appear in pop-up windows when users need to be made aware of the Privacy policies or are required to provide specific consent to the collection of their personal information.
Government Services
The provision of timely government services has been transformed as applications are developed and implemented to either replace or complement previous methods. Be it the delivery of current and up to date critical information, compliance, community support and engagement, notification and registration apps are providing greater accessibility to government resources.
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