NTUC builds digital experiences 500% faster with Sitecore

National Trades Union Congress unites 58 trade unions, seven trade associations, seven social enterprises, and other enterprise partners in Singapore. As the parent organization, NTUC oversees websites for most of the trade unions, as well as its own. These sites were sitting on an old technological platform which was reaching end of support.

To simplify website management and reduce the risks of running on outdated technologies, NTUC decided to bring these sites to a robust, future-proof platform. The organization wanted to improve user experiences as part of the website transformation, and user management and security were also key considerations. For instance, it was important that the web teams and content authors from each union were only able to access their own site.

Siow Shong Seng, Chief Transformation & Technology Officer at NTUC’s Transformation Office, led the organization’s digital transformation, overseeing the migration of 62 websites to Sitecore XP, which was selected for its multi-tenancy capabilities. The modern experience platform also includes Sitecore Content Hub DAM for centralized digital asset management.

To create a seamless end-to-end digital environment, the Sitecore solutions are integrated with NTUC’s existing systems. These include Linkpass, which enables users to manage their union membership, Coveo for search, and OKTA for internal identity and access management.

With Sitecore’s reusable component libraries, NTUC can ensure consistency across the websites. These templates combined with streamlined workflows and centralized digital asset management help content authors find, create, modify, and launch content more efficiently and without IT support.

With a modern experience platform built on Sitecore, NTUC can deploy new websites and content five times faster. It has also transformed user experiences, making it easier for users to sign up as members. Since the migration, NTUC has achieved more than 39k online new membership signups and 33% boost in website traffic.

By leveraging analytics from Sitecore, such as path analyzer and experience profile, NTUC is better able to understand user behavior and transactions. Equipped with this knowledge, the organization can rapidly make appropriate changes to improve online engagement and member services. As well as increasing flexibility and speed for content creators with its existing workflows, the Sitecore platform will support Shong Seng’s digital agenda for the future, which includes enhancements such as personalization and A/B testing.