Housing & Development Board (HDB) A more human-centered approach helps HDB improve their service experience and regain public trust. How might we envision and create a world-leading service experience for Singaporean citizens? If you are a Singaporean, you are probably familiar with the Housing & Development Board (HDB) and the instrumental role it has played in shaping Singapore’s development. For over five decades, HDB has been at the vanguard of providing affordable housing and home ownership opportunities, allowing Singaporeans to have a meaningful stake in their country’s future In the 2000s, HDB’s objectives evolved to mirror the changing needs and aspirations of Singaporeans. They envisioned a future where they would transcend their role as a mere constructor of buildings, instead becoming a creator of homes that foster communities and nurture a deep sense of belonging to Singapore. To aid HDB in bringing this vision to life, Awaken Group was brought on board to help the organization reimagine, design, and transform its mindsets and operations. The aim was to create a more empathetic and streamlined service experience for all Singaporeans, easing the challenges often associated with accessing essential housing services elsewhere. We humanized how HDB serves its citizens across space, process, training, and design over four years We closely collaborated with employees across all levels to co-create a unified vision that redefines success for HDB. This new direction is rooted in a understanding of our citizens’ values and motivations, helping us create a design language that builds trust and assurance. The impact of this change is visible in the re-design of HDB’s customer-facing spaces. From branch offices to HDB headquarters, we’ve reimagined these environments to enhance the experience of key services like housing sales and redevelopment. These physical changes are complemented by improved customer interactions, creating a more welcoming and efficient process for citizens. Internally, we’ve fostered a culture of trust, collaboration, and citizen-centricity through redesigned work spaces and employee experiences. This shift extends to our frontline staff, who have received specialized training to embody HDB’s new vision. The result is a workforce that goes beyond mere efficiency, offering relational, human-centric services that truly resonate with our citizens. An award-winning, forward thinking organization emulated by other government agencies in Singapore HDB became a pioneer in human-centered, government service innovation and catalyzed a movement for other government agencies in Singapore (and beyond) to emulate. The HDB journey became a classic case study of human-centered transformation in government services. AG’s co-created solutions e.g., Punggol Branch Office, also led to several local and international awards for service innovation and excellence in public services. “I feel that HDB now cares for me and my family, instead of just taking my money and handing me my keys.” – HDB customer Transforming the Housing Experience in Singapore
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