How We Can Improve RedeemSG

Product roadmap to move from 3.1/5 → 4.0+/5

Mandl Cho • January 2026

The Opportunity

$1.97B processed. 140M transactions. Infrastructure works flawlessly.

But consumer satisfaction is 3.1/5 while merchants love us at 4.2/5.

The gap isn't about our product working better—it's about consumer experience.

We need to make RedeemSG simpler, safer, and more accessible for the 3.1M+ consumers who use it.

Why Consumer Satisfaction Is Low

1. Link Hunting Friction

Every time user accesses vouchers: (1) Remember/find go.gov.sg/cdcv (2) Select campaign (3) Singpass login (4) Wait for SMS (5) Click link. No persistent dashboard.

Impact: Users abandon, forget links between uses

2. Phishing Vulnerability

Fake RedeemSG sites + SMS scams create trust anxiety. Users don't know if they're on the real site.

Impact: Increased churn, poor reviews

3. Discovery Problem

No clear way to find RedeemSG. Not in LifeSG. Not bookmarked by most users. Hunt + forget = friction.

Impact: Low repeat usage

4. Lack of Education

Users don't understand how to use RedeemSG safely. No in-app guidance on spotting fakes or claiming vouchers.

Impact: Preventable support inquiries

Phase 1: Eliminate Link Hunting (30 Days)

Current: 5-step journey (remember URL → campaign selection → Singpass → SMS → click)

Goal: 1 bookmark → direct access to active vouchers

Persistent Voucher Dashboard (go.gov.sg/my-vouchers)

Create persistent "my vouchers" URL. After Singpass login once, redirects to user's active vouchers. No campaign selection step. Bookmark-friendly.

Effort: 3 days (backend redirect + session logic)
Impact: Eliminates 3 of 5 steps; users save & reuse URL

LifeSG Quick Access Widget

Add RedeemSG vouchers to LifeSG home screen. Users already have LifeSG installed + logged in. One-tap from familiar dashboard.

Effort: 1 week (API integration)
Impact: Leverages existing auth state; removes "remember URL" burden

Extend Session Duration

Change Singpass session timeout from 15 min to 30 days. User stays logged in. Eliminates daily re-authentication friction.

Effort: 1 day (config change)
Impact: Reduces "wait for SMS" step on repeat visits

Proactive SMS Reminders

Send SMS with voucher link 1 week before expiry. Include balance. User doesn't have to hunt for deleted link.

Effort: 3 days (SMS scheduler + template)
Impact: Prevents "where's my link?" support tickets

Phase 1: Expected Impact

1 click Access (from 5-step journey)

Bookmarkable Persistent URL

+40% Repeat Usage (est.)

-50% "How do I access?" Support Tickets

Phase 1 Summary:

Eliminate link hunting entirely. Users no longer have to remember/find URL, navigate campaigns, or wait for SMS on repeat visits. Low effort (1-3 days per item), immediate impact. Estimated completion: 2 weeks.

Phase 2: Build Trust Infrastructure (Days 30-60)

Goal: Make security visible and proactive.

Official Site Badge + Verification

Add "Government of Singapore" badge with .gov.sg domain verification. Visual trust signal users can recognize.

Effort: 1 week (design + implementation)
Impact: Differentiates official site from fakes

Security Center (In-App)

Dedicated section: "How to spot fakes" + "Report a scam" + "FAQ". Merchants display in-store signage.

Effort: 2 weeks (design + content + QA)
Impact: Empowers users, reduces fraud

Merchant Partnership Campaign

Physical posters: "Redeem safely at go.gov.sg/my-vouchers." Leverages merchant trust (4.2/5) to boost consumer confidence.

Effort: 1 week (design + distribution)
Impact: Credibility boost via trusted merchants

OGP Blog: Security & Trust

Public content: "How to Spot a Fake RedeemSG Site" + "Your Vouchers Are Safe." Distributed via OGP channels + SPF.

Effort: 3 days (copy + SEO + promotion)
Impact: Organic reach, authority building

Phase 2: Expected Impact

80% Trust Signal Recognition

10K+ Blog Views (target)

-50% Phishing Reports (SPF)

3.5/5 Consumer Rating (target)

Phase 2 Summary:

Move from "reactive" to "proactive" trust building. By day 60, users should feel we're fighting for them. Estimated completion: 4 weeks.

Phase 3: Reposition & Scale (Days 60-90+)

Goal: Make RedeemSG invisible infrastructure that just works.

LifeSG Integration (Deep)

RedeemSG becomes a module within LifeSG, not a separate app. Embedded experience for voucher discovery + redemption.

Effort: 6-8 weeks (significant engineering)
Impact: 60% increase in accessibility

Mobile App Deprecation (Optional)

Redirect app users to web. Focus on merchant app only. Simplify support surface.

Effort: 2 weeks (migration + comms)
Impact: Lower support burden, clearer positioning

Merchant App Enhancement

Upgrade merchant experience from 4.2 → 4.5/5. Better analytics, faster payouts, clearer guidance.

Effort: 4 weeks (feature development)
Impact: Retain best merchant satisfaction

Brand Shift: Infrastructure Story

Stop talking about "RedeemSG the app." Talk about "Singapore's trusted voucher system." Policy-first framing.

Effort: 1 week (messaging + content)
Impact: Sets expectations correctly

Phase 3: Expected Impact

4.0+/5 Consumer Rating

4.5/5 Merchant Rating

+40% Monthly Active Users

100% Uptime (maintained)

Phase 3 Summary:

By day 90, RedeemSG becomes the "Stripe for government vouchers"—invisible, reliable infrastructure that policymakers depend on. Consumer expectations shift: they stop rating an "app" and start appreciating a "service." Estimated completion: 12+ weeks.

Quick Wins (This Week, No Approvals)

Immediate 1-3 day wins to eliminate link hunting:

Create go.gov.sg/my-vouchers shortlink: 30 minutes. Just a redirect that remembers user's campaign + skips selection step.
Extend Singpass session timeout: 1 day. Change from 15-minute to 30-day session. Eliminates "wait for SMS" on repeat visits within month.
SMS reminder before expiry: 3 days. Send link 1 week before expiry so user doesn't lose it. Include balance in SMS.
Add "Add to home screen" prompt: 2 hours. Simple banner on first visit encouraging bookmark. CSS + JS only.
LifeSG integration kick-off: 2 weeks (parallel work). Start API discussions with LifeSG team.

Together, these eliminate the "remember URL → campaign selection → wait for SMS" loop. Users go from 5-step journey to 1-click bookmark.

How We'll Measure Success

Weekly Leading Indicators:

Session duration: Track avg time from entry → voucher claimed
Repeat usage frequency: % of users returning weekly
Phishing report volume: SPF data on fake site reports
Support ticket trends: Are we reducing "How do I use this?" inquiries?

Monthly Lagging Indicators:

App store rating: Consumer side (target: 3.1 → 3.5 → 4.0)
NPS / Sentiment: Review text mining for trust signals
Merchant rating: Keep at 4.2+, push to 4.5
Transaction success rate: Maintain 99.9%+

Why This Matters for OGP

Citizen Experience

3M+ citizens use RedeemSG monthly. Improving it directly improves gov.sg's reputation.

Trust in Gov Tech

If the official app is hard to use, citizens trust private fintech more. We need to win here.

Policy Enabler

Every future voucher scheme will depend on RedeemSG. We're building the infrastructure for the next 10 years.

Merchant Ecosystem

Merchants are already happy (4.2/5). If we boost consumer side, redemption velocity increases for all.

The Bet

In 90 days, RedeemSG becomes the standard for government digital services.

Citizens: Can access vouchers in under 1 minute
Merchants: Continue to see RedeemSG as a trusted partner (4.5/5)
Policymakers: Rely on RedeemSG as the backbone for all voucher schemes
Trust: Restored through visible, proactive security measures

This is how we move from 3.1 → 4.0+/5. Not by building new features. By making the existing product effortless.