Project Overview
Title | ILinked |
Client | Housing & Development Board (HDB) |
Role | UX Consultant |
Team | 1 UX Consultant, 4 Engineer, 2 BA, 1 PM |
Tools Used | Adobe XD |
Year | 2020 |
ILinked is HDB’s latest initiative to digitally connect various stakeholders within its mall ecosystem—facility managers, tenants, shoppers, and delivery drivers—through a suite of mobile applications. I joined mid-project as a UX consultant and designer, tasked with unifying the visual identity and enhancing usability across platforms.
My Contribution
- Brand Identity Development: Collaborated with HDB to establish iLinked’s brand identity, creating the logo and app icons for four distinct services. The visual system drew inspiration from HDB’s UI patterns and brand guidelines, ensuring consistency and familiarity across both web and mobile experiences.
- Web Experience Design & Development: Designed and implemented the webpage experience, moving from conceptual wireframes to front‑end development using HTML, CSS, and JavaScript.
- Mobile App UI Design & Handoff: Designed the mobile app UI for one service (LinkFM) in alignment with HDB’s brand guidelines. Delivered a complete asset package to engineers—including annotated design files, sliced graphics, icon sets, and a style guide for typography and color usage—to ensure smooth implementation.
Brand Integration & System Design
- Adapted HDB’s web‑focused brand guide into mobile‑friendly components
- Created reusable UI patterns for navigation, cards, forms, and alerts
- Maintained accessibility and clarity across diverse user roles
Logo Creation: Symbol of Connection
The iLinked logo was inspired by the concept of interconnected services forming a seamless chain. It reflects:
- Continuous integration between stakeholders
- A minimal, memorable shape adaptable into sub‑brand logos
- Visual harmony with HDB’s existing identity
App Icon System: Role‑Based Clarity
App Name | Target Audience | App Purpose | Concept |
LinkFM | Facility Managers | Maintain and repair HDB malls and housing | Spanner Icon |
ShopperLink | Shoppers | Shop, earn points, redeem rewards | Shopping Bags Icon |
RetailerLink | Mall Tenants | Manage shops, products, and promotions | Shop Icon |
DeliveryLink | Delivery Drivers | Book loading/unloading bays at HDB malls | Delivery Truck Icon |
LinkFM
ShopperLink
RetailerLink
DeliveryLink
Each icon was designed to be:
- Functionally descriptive at a glance
- Scalable across devices and screen sizes
- Aligned with the iLinked brand system
Mobile App Design Highlights
- User flows tailored to real‑world tasks (e.g., booking slots, managing inventory)
- Minimalist UI with clear hierarchy and actionable elements
- Responsive layouts optimized for both Android and iOS
iLinked Website
Challenges & Solutions
Challenge 1: Mid‑Project Onboarding
- Issue: Limited context and existing design decisions already in place
- Solution: Conducted rapid stakeholder interviews and reviewed prior assets to align quickly, then proposed a streamlined design system
Challenge 2: Brand Consistency Across Platforms
- Issue: HDB’s brand guide lacked mobile‑specific standards
- Solution: Translated brand elements into mobile‑friendly UI components and reusable patterns, ensuring consistency and usability
Challenge 3: Engineer Handoff & Implementation
- Issue: Engineers required precise, ready‑to‑use assets
- Solution: Delivered annotated design files, sliced graphics, icon sets, and a style guide to reduce ambiguity and accelerate development
Reflections
Joining mid-project meant navigating existing decisions while quickly aligning with the team’s goals. I leaned on rapid onboarding, active listening, and a modular design mindset to bridge HDB’s established brand with mobile-first UX. By creating scalable components and adapting web branding styles for mobile app, I helped unify the experience across platforms and user types. The design system now supports future expansion with clarity and consistency.
Final Thoughts
This project reaffirmed the value of thoughtful UX consulting—where design serves as a bridge between brand, technology, and user needs. By translating HDB’s identity into a cohesive digital experience, I contributed to a platform that connects people intuitively and lays the groundwork for scalable service growth.
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