Improving Recruitment and Retention of Singapore’s Built Industry through Strategic UX Research

Partnered with the Building and Construction Authority (BCA) of Singapore to conduct 80+ hours of in-depth interviews, surfacing a critical perception gap on the Built Industry’s profession between public narrative and worker reality

Translated findings into a strategic content playbook that directly shaped a national campaign, driving 243% higher YouTube views YoY and 7M views on a single TikTok