February 22, 2024

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Moments of Life is now LifeSG – the story so far

In collaboration with

Last month, we launched LifeSG – an upgraded, rebranded and enhanced version of the app formerly known as Moments of Life. At GovTech, we’re big believers of journaling, so instead of just sharing with you all the new features (they are plenty!), we thought we would also write about the process and the lessons we learned along the way.

LifeSG was first conceived for newborns

Every app has an origin story, and LifeSG’s started somewhat poetically for people just starting their life – newborn babies and their parents.

The idea was simple. New parents find it stressful because there’s a lot of paperwork to be done when a baby enters the world. The first version of our app aimed to help by providing information about birth registration, immunisation records, and it has also helped simplify the entire process from birth registration to Baby Bonus application by cutting down the time user typically need to spend (from 60 minutes to 15 minutes!).

Now, we don’t want to brag, but since its inception in 2018, seven in 10 Singaporean births have been registered using this app – a fact that we’re very proud of!

That said, we knew the demand for government digital services wasn’t going to stop there. After all, newborns and their parents were just one segment of our diverse population.

How could we provide the same level of utility and accessibility to everyone else?

Having one consolidated app wasn’t always on our minds

In the planning stage, we considered having multiple applications for different segments of the population – one for seniors, one for working adults, one for parents.

This approach had several advantages – individual apps are faster to develop, and simpler to design – but we soon came to realise a citizen often wears many hats.

For example: A user can be a father, a vehicle owner, working a 9-5 job, as well as a volunteer on weekends.

That means if we went down the route of individual apps, they would have to download 6 to 10 different applications just to transact with the government.

As of May 2019, there were some 170 affiliated government apps available – an impressive array of services, no doubt – but once you take into consideration the differences in learning curve, hassle of using multiple apps and the cost of maintaining these apps, the cons really started to add up.

Even if they didn’t use apps, having to navigate across multiple websites and services can lead to citizens getting lost, frustrated or being bombarded with information they can’t process.

That’s why we created LifeSG to make life easier

The thinking behind LifeSG is simple: the less time citizens spend transacting with the government, the more time they get to focus on the things they love.

To make that a reality, we’ve created one app with one user interface, one simplified user experience, across all multiple government services – learning to use the app will be easy and actually using it will be even easier.

Of course, being simple to use is not enough reason for someone to use an app. To that end, we’ve focused on two things.

1. Relevance through Curation

Based on their selection and profile, the app will push out relevant information on LifeSG to citizens.

Citizens are busy people with limited time and attention. They are also an incredibly diverse group of people, each with different needs.

To stay in their hearts and the coveted position on their phones, we built the app around their individual needs so they’ll find it relevant and useful to them.

To make this happen, we’ve created a recommendation engine that pushes relevant information based on their profile and selected interests.

For example, a working adult will receive information about employment support to find out how they can go about making a career switch, or even make arrangements to meet a career coach. If they are also a parent with a young child, they will also get info about the annual MOE Primary 1 registration exercise when it is available.

You get the idea.

2. One app, over 40 services

40+ services in one app! Trust us, this wasn’t easy to pull off.

Remember when we said having many different apps could be confusing? So far, LifeSG is bundling more than 40 digital government services in one app – and more are on the way.

Marie Kondo would be proud.

By bundling services based on user needs with large, easy-to-understand icons, citizens can now easily navigate to where they need to be.

Making a CPF Nomination? Easy.

Checking your eligibility for government support grants? No problem.

In the future, we’ll also be continuously adding on relevant services for people of different life stages, whether it’s newly-weds, fresh grads or retirees.

All in a matter of time!

During the era of COVID-19, it is important to enable citizens to get the help they need in the simplest way possible

Stay tuned – and we’d love to hear from you!

Well, that’s the story for far, but as you know in tech – things are always changing. As tech folks, we’re used to constantly fixing, rewiring, experimenting – and then repeating that all over again.

So here’s how you can help us make the app even better for you:

Try our new app, play with the features and give it a spin. Then let us know what could be better.

Because if there’s one thing we’ve learnt, it’s that user feedback is important. And in Singapore – everyone is a user of LifeSG.

Sincerely, The LifeSG development Team

PARTNER

Qlik’s vision is a data-literate world, where everyone can use data and analytics to improve decision-making and solve their most challenging problems. A private company, Qlik offers real-time data integration and analytics solutions, powered by Qlik Cloud, to close the gaps between data, insights and action. By transforming data into Active Intelligence, businesses can drive better decisions, improve revenue and profitability, and optimize customer relationships. Qlik serves more than 38,000 active customers in over 100 countries.

PARTNER

CTC Global Singapore, a premier end-to-end IT solutions provider, is a fully owned subsidiary of ITOCHU Techno-Solutions Corporation (CTC) and ITOCHU Corporation.

Since 1972, CTC has established itself as one of the country’s top IT solutions providers. With 50 years of experience, headed by an experienced management team and staffed by over 200 qualified IT professionals, we support organizations with integrated IT solutions expertise in Autonomous IT, Cyber Security, Digital Transformation, Enterprise Cloud Infrastructure, Workplace Modernization and Professional Services.

Well-known for our strengths in system integration and consultation, CTC Global proves to be the preferred IT outsourcing destination for organizations all over Singapore today.

PARTNER

Planview has one mission: to build the future of connected work. Our solutions enable organizations to connect the business from ideas to impact, empowering companies to accelerate the achievement of what matters most. Planview’s full spectrum of Portfolio Management and Work Management solutions creates an organizational focus on the strategic outcomes that matter and empowers teams to deliver their best work, no matter how they work. The comprehensive Planview platform and enterprise success model enables customers to deliver innovative, competitive products, services, and customer experiences. Headquartered in Austin, Texas, with locations around the world, Planview has more than 1,300 employees supporting 4,500 customers and 2.6 million users worldwide. For more information, visit www.planview.com.

SUPPORTING ORGANISATION

SIRIM is a premier industrial research and technology organisation in Malaysia, wholly-owned by the Minister​ of Finance Incorporated. With over forty years of experience and expertise, SIRIM is mandated as the machinery for research and technology development, and the national champion of quality. SIRIM has always played a major role in the development of the country’s private sector. By tapping into our expertise and knowledge base, we focus on developing new technologies and improvements in the manufacturing, technology and services sectors. We nurture Small Medium Enterprises (SME) growth with solutions for technology penetration and upgrading, making it an ideal technology partner for SMEs.

PARTNER

HashiCorp provides infrastructure automation software for multi-cloud environments, enabling enterprises to unlock a common cloud operating model to provision, secure, connect, and run any application on any infrastructure. HashiCorp tools allow organizations to deliver applications faster by helping enterprises transition from manual processes and ITIL practices to self-service automation and DevOps practices. 

PARTNER

IBM is a leading global hybrid cloud and AI, and business services provider. We help clients in more than 175 countries capitalize on insights from their data, streamline business processes, reduce costs and gain the competitive edge in their industries. Nearly 3,000 government and corporate entities in critical infrastructure areas such as financial services, telecommunications and healthcare rely on IBM’s hybrid cloud platform and Red Hat OpenShift to affect their digital transformations quickly, efficiently and securely. IBM’s breakthrough innovations in AI, quantum computing, industry-specific cloud solutions and business services deliver open and flexible options to our clients. All of this is backed by IBM’s legendary commitment to trust, transparency, responsibility, inclusivity and service.

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