Key Dates
Image Credit : Fjord
Project Commissioner
Project Creator
Project Overview
Under the considered eyes of Fjord and Accenture Interactive, Germany's Federal Employment Agency web portal has undergone a radical redesign to provide users an altogether more streamlined and personal experience.
Team
Project Brief
Agentur für Arbeit (BA), the German Federal Employment Agency and largest provider of labour market services in Germany came to Fjord with a simple and straightforward, yet at the same time challenging and transformative, request for a new website where everything is accessible within three clicks.
With the launch of this dynamic web portal, customers will find topics that fit their life situation and will receive the desired information.
With the help of Accenture Interactive, this portal has been developed in order to make it easier for the user to engage and get answers to a range of questions immediately. It works as a one-stop shop: All services for citizens, businesses and institutions are on the homepage. Uniform design and clear navigation make it possible to register a person seeking employment or to find answers to questions on topics such as child allowance, professional counselling or further education.
Project Need
The original site had more than 20 different pages without a single, unified design approach, a consolidated content strategy, nor a clear wayfinding mechanism.
Instead, users were left to fend for themselves in each scenario, often with no idea how to tackle their individual cases – i.e. which documents were needed, where to find the correct forms, how to filter through the information to find what they needed, etc. It was sensory overload without any guidance and a setup that set the audience up for failure.
User Experience
The mission was to design for the people, and that was done by first identifying possible life situations that would direct the user’s behaviour and provoke him/her to search for various kinds of information. For most people, the BA is an unpleasant necessity they must tolerate – imagine the stress of losing your job and requiring immediate financial support and help. They need an overview of what the next steps are and how to get there, and the process should be easy and informative, without overwhelming them with unnecessary bits and pieces.
After several design thinking workshops, trends and content analyses, user journeys, persona realisations via empathy mapping, and the definition of current and future capabilities, a common future goal for BA was identified: to be personal, serve user needs first, and give its “client” the feeling of being taken care of. In simpler language: to be where the users are.
Digital - Government Services
The provision of timely government services has been transformed as applications and sites are developed and implemented to either replace or complement previous methods. Be it the delivery of current and up to date critical information, compliance, community support and engagement, notification and registration or providing greater accessibility to government resources.
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