https://www.shakespearesim.com/about daily 0.75 2026-08-03 https://www.shakespearesim.com/work-1 daily 1.0 2026-10-14 https://www.shakespearesim.com/work-1/voice-tone-mylegacy monthly 0.5 2021-01-27 https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611764976347-Z3SGDRRIVMMG9BCYK8Q4/Screenshot+2021-01-26+at+1.52.46+AM.png Work - Voice and Tone for MyLegacy https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611765144737-9NDRVFOIB8HPB1WFZ7PD/Screenshot+2021-01-26+at+1.50.32+AM.png Work - Voice and Tone for MyLegacy https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611765152101-ZXSBEEDG5795NPQ3XZ2W/Screenshot+2021-01-26+at+1.50.39+AM.png Work - Voice and Tone for MyLegacy https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611765166998-C4JA197W9OBFN1CIJ7SO/Screenshot+2021-01-26+at+1.50.45+AM.png Work - Voice and Tone for MyLegacy https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611765179692-JXRBRQ9SFA9W4PP5SB39/Screenshot+2021-01-26+at+1.50.52+AM.png Work - Voice and Tone for MyLegacy https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611765190552-D8AAM0DV881VMZ6NU8HU/Screenshot+2021-01-26+at+1.50.59+AM.png Work - Voice and Tone for MyLegacy https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611763409729-AUHAR7V6WQR0NP4BCHA3/Harmony+Diagram+For+Instagram+Post+%282%29.png Work - Voice and Tone for MyLegacy https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611816843985-AQ7GP3TCE0M51FBGZK1D/Add+a+heading.png Work - Voice and Tone for MyLegacy https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611816871027-Q2D0QHWBB4AZI8UEDHCC/Add+a+heading+%281%29.png Work - Voice and Tone for MyLegacy https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611817674057-OJ274PYPFZOPT3I1VM96/image-asset.png Work - Voice and Tone for MyLegacy - Testing content voice with citizens Based on interviews with citizens, most preferred the articles with shorter introductions and clear call-to-action for legal, healthcare and financial decisions they have to consider. However, for topics that citizens were unfamiliar with, they appreciate articles with longer introductions and descriptions of real-life scenarios. Some examples would be ‘Planning for the end-of-life’, or ‘Palliative care options’. https://www.shakespearesim.com/work-1/content-design-government-services-mylegacy monthly 0.5 2026-02-27 https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611826450741-JH4BJIIMFBTY7XPXCZ0G/Screenshot+2021-01-28+at+4.51.50+PM.png Work - Content Design for Government Services (MyLegacy) https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611826467391-TS2ATF9M7AUO3YO3FFDQ/Screenshot+2021-01-28+at+4.52.03+PM.png Work - Content Design for Government Services (MyLegacy) https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611826491344-80Y18893FTTTLM7MQWCR/Screenshot+2021-01-28+at+4.52.10+PM.png Work - Content Design for Government Services (MyLegacy) https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611826529926-DXRCY370G6USO9314H46/Screenshot+2021-01-28+at+5.10.36+PM.png Work - Content Design for Government Services (MyLegacy) https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611825545310-FFQSGUSG165VXQIQHMM0/Screenshot+2021-01-28+at+4.51.41+PM.png Work - Content Design for Government Services (MyLegacy) https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1612142969115-70CR0WIF9N39VJWMWQAD/Screenshot+2021-01-28+at+4.52.44+PM.png Work - Content Design for Government Services (MyLegacy) https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1612143667711-WCX1V5UTMZWAW1KSA7ZP/Screenshot+2021-01-28+at+5.10.36+PM.png Work - Content Design for Government Services (MyLegacy) https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1612143981910-Y02Y9QBRGHR5UJ23QGSE/Screenshot+2021-01-26+at+1.50.24+AM.png Work - Content Design for Government Services (MyLegacy) https://www.shakespearesim.com/work-1/translation-gowhere-tracetogether monthly 0.5 2021-01-26 https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1612109111883-VZIH7IY61ZYZM5BU1KCZ/White+Artistic+Acrylic+Paint+on+Canva+Perfection+Quote+Instagram+Post.png Work - Translation for GoWhere and TraceTogether - CHALLENGE Translate urgent updates, announcements and digital products with quick turnarounds, keep citizens updated quickly about the latest Covid-19 measures. SOLUTION Set-up translation workflows and recruit translation volunteers from GovTech HOW I HELPED Translated GoWhere and Tracetogether from English to Simplified Chinese Set up and managed translation workflows for Tracetogether’s first release Created translation guidelines for Tracetogether’s first release https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1612150738074-TXLYCM9MYELYBUP8X2LU/Screenshot+2021-02-01+at+1.19.05+AM.png Work - Translation for GoWhere and TraceTogether https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1612151054796-IQALLSTZXQRGJ2IFWOQS/Screenshot+2021-01-31+at+11.39.50+PM.png Work - Translation for GoWhere and TraceTogether https://www.shakespearesim.com/work-1/content-usability-testing-for-lifesg monthly 0.5 2021-01-25 https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611730055117-YIAVIQHGTYVIKAL0K3OL/Screenshot+2021-01-25+at+10.28.59+PM.png Work - Content Usability Testing for LifeSG https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611584208037-GE05EGD92OC32PN65LJA/1_bVgNM6KY_bMwjJV8Oo3U5g.png Work - Content Usability Testing for LifeSG https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611584442276-NH9YO93ANWGSXEQ3GMEK/1_yo5yjuTW_9oZ_re7eqjv_A.png Work - Content Usability Testing for LifeSG https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611584516743-ELQPG6KZB20AKINXS08B/1_n6P4OutJIFzOfbG6b1A9Kg.png Work - Content Usability Testing for LifeSG https://www.shakespearesim.com/work-1/gamification-for-user-growth monthly 0.5 2026-10-14 https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/caa7900c-c0d4-4fcb-ae36-94134b513c9c/c176de8ce81d1b774bc511da87183e60.png https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/b4820eae-8d04-4183-8f03-93c344c9a2f0/Shakespeare+Sim+-+Sharing+.png 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https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/f1393eec-9b95-465b-942d-38339c64589d/Screenshot+2024-08-11+at+10.19.24%E2%80%AFPM.png https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/6fa55755-b899-42cf-9048-cc49958249f8/Overall+Task+Success+Rate.png https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/53812028-4d55-4d3e-880b-fd463280ebee/Overall+Directness+Score.png https://www.shakespearesim.com/work-1/tiktok-go-local-services-data-center monthly 0.5 2026-10-14 https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/e28d22cf-7e01-42ee-9243-3857a4e44856/Screenshot+2026-02-27+at+1.07.42%E2%80%AFPM.png https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/29dc144c-5ca7-490f-8862-fdd3efe12e12/Shakespeare+Sim+-+Interview+Sharing+.jpg https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/15e56bd9-d50c-4fa6-8b13-6993b61c0f10/Data+center+-+after.png 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https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/b5973f8b-6561-447c-b6eb-c8369911cc7e/8d99a254-44e1-47b1-8c20-ec029a7924f5.png https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/8ef2fca6-83d0-4be6-9c71-32323ac01c99/7795187f-73eb-47af-9932-2f29829fa61f.png https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/9d93543a-4960-4823-9600-090ae6cd82a8/8d99a254-44e1-47b1-8c20-ec029a7924f5+copy.png https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/7145bcfa-8616-4917-a6d0-0970fec68c6f/3bbf8ffd-78ee-49b3-a1dc-82ceba15e252.png https://www.shakespearesim.com/work-1/feature-articles-magazine monthly 0.5 2021-01-25 https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1612154606118-BZ4QSWEJ0V9UXR0IFVIF/2021-02-01+12.40.29.jpg Work - Feature Articles in Broader Perspectives Mag. https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1612154654523-TD243HLK7W1JZARWO0AQ/2021-02-01+12.40.19.jpg Work - Feature Articles in Broader Perspectives Mag. https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1612154730873-RJPAEAGU7C3WRW3ZE7F6/2021-02-01+12.40.54.jpg Work - Feature Articles in Broader Perspectives Mag. https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1612154774358-UVD61GK8L9GE1SGPT139/2021-02-01+12.40.47.jpg Work - Feature Articles in Broader Perspectives Mag. https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1612154843152-NY724GVADL2EADYHMMAF/2021-02-01+12.40.41.jpg Work - Feature Articles in Broader Perspectives Mag. https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1612154878838-RG0ES55ODK1TXEN1EA9I/image-asset.jpeg Work - Feature Articles in Broader Perspectives Mag. https://www.shakespearesim.com/work-1/information-architecture-and-taxonomy-services monthly 0.5 2021-01-27 https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611735863711-PEQ9UM6XJDOUG0FEAWJO/lifesg-explore-services Work - Information Architecture and Taxonomy of Government Services https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611738442536-X9HUA1PCAV6V2H3LJYQZ/Muted+White+Black+and+Beige+Minimalist+Elegant+New+Hire+Onboarding+Company+Presentation+%283%29.png Work - Information Architecture and Taxonomy of Government Services https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611738524442-9PBAWQEZJWMC707MDG2T/Muted+White+Black+and+Beige+Minimalist+Elegant+New+Hire+Onboarding+Company+Presentation+%281%29.png Work - Information Architecture and Taxonomy of Government Services https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611739609718-YS0080KV4XH9O6I3COSS/Screenshot+2021-01-27+at+5.24.44+PM.png Work - Information Architecture and Taxonomy of Government Services https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611740837337-QEJ1Q8EJIFMR1HJSEG9Y/Screenshot+2021-01-27+at+5.44.05+PM.png Work - Information Architecture and Taxonomy of Government Services After deciding on the categories we were going to use for ‘Explore services’ in LifeSG, I created a research plan to test and evaluate the information architecture. Using Maze, we created a series of 16 task-based questions and invited users from different age profiles to try and locate the services they need. https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611740969096-95EP7V0CHXX9G77ROUPV/Screenshot+2021-01-27+at+5.44.19+PM.png Work - Information Architecture and Taxonomy of Government Services https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611741054333-5T8W7APY4UVA0U3659FV/Screenshot+2021-01-27+at+5.44.25+PM.png Work - Information Architecture and Taxonomy of Government Services https://www.shakespearesim.com/work-1/onboarding-screens monthly 0.5 2021-01-25 https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611761319742-0P682YVPW8TEGR3BF27Q/Muted+White+Black+and+Beige+Minimalist+Elegant+New+Hire+Onboarding+Company+Presentation+%281%29.png Work - Onboarding Screens https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611761571771-I0Z1M80TSCJZ0XFXPRDO/Muted+White+Black+and+Beige+Minimalist+Elegant+New+Hire+Onboarding+Company+Presentation+%283%29.png Work - Onboarding Screens In the onboarding flow, we also decided to include a prompt for users to log in with SingPass, so the product could begin to provide personalised content based on their profiles. As LifeSG was preparing to include other languages for inclusivity, we tried to keep the onboarding copy simple, straightforward and clear to support clarity in translations. https://www.shakespearesim.com/work-1/ux-writing-guidelines monthly 0.5 2021-01-26 https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611726340992-Q43B3F04P9BDDKNHWK1A/Screenshot+2021-01-26+at+1.02.56+AM.png Work - UX Writing Guidelines https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611727688762-6NWS309N13506UNU3R8O/image-asset.png Work - UX Writing Guidelines - Writing tips were accompanied by examples from actual product screens https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611728435774-5HKVTL46SSYE46C5SXK9/Screenshot+2021-01-26+at+1.04.55+AM.png Work - UX Writing Guidelines - Before getting the team’s buy-in, I started creating the Writing Guidelines in a shareable Dropbox paper and teammates could search for information quickly with hyperlinks and CTRL+F. https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611726517423-5CGI44WLPPG5BZB77XZM/Screenshot+2021-01-26+at+1.12.36+AM.png Work - UX Writing Guidelines https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611726657339-OB776ZI6SL9FVTHOIRFR/Screenshot+2021-01-26+at+1.12.44+AM.png Work - UX Writing Guidelines https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611726689504-1ZYHKS579F673U1EE4HV/Screenshot+2021-01-26+at+1.12.51+AM.png Work - UX Writing Guidelines https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611727185124-MZ3CF5MR21XBMAO6P6AD/image-asset.png Work - UX Writing Guidelines https://images.squarespace-cdn.com/content/v1/600e31d3f694483df73ff34c/1611727230816-7KQPUM654PVGUWVTWKMU/image-asset.png Work - UX Writing Guidelines