Why do so many families fall through the cracks when help is already available?

This was the question that sparked our deep dive into the DigitalAccess@Home (DAH) scheme. On paper, the support exists – devices, and subsidised broadband plans. But on the ground, some of the very people the scheme seeks to serve were missing out. Was it a matter of awareness, access, or trust? More importantly, could the scheme be seen and experienced through the eyes of those navigating its promises?

To answer that, we took a 360° view — not just of the processes, but of people. We audited the end-to-end user journey, examined the barriers to understanding the letters and online forms, and spoke to those at the frontline of delivery. We listened to users from a diverse variety of experience – those living in rental flats, seniors with limited family support, individuals with disability, surfacing hidden blind spots in communication, process, and assumptions. Through their stories, we began to see where drop-offs happened.

Numbers and dashboards are essential — but they don’t tell you how it feels to be confused by jargon, left behind by technology, or unsure if you’re even welcome to apply — even when support is delivered right to your doorstep. IMDA had sent out thousands of letters to eligible households, yet many did not redeem their support. The process had been automated, the eligibility met — so why the silence? By immersing ourselves in the lived realities of users, we discovered that closing the digital divide isn’t just about access. It’s about relatedness, clarity, and dignity in every step. This reframing shaped how we redesigned the DAH experience — not as a scheme to be administered, but as a journey to be walked with the people we serve.