Case | Kommunals unemployment fund
Clarity and security – essential for unemployment fund members
Kommunal’s unemployment insurance fund supports people in vulnerable situations. With a new website, they have created a clear, reassuring and informative experience where members can easily find the information they need and receive support throughout the process.
Background and challenge
Every day, Kommunals a-kassa is in contact with people who have just lost their jobs. So, how do you meet a person who needs to absorb a lot of information but who is in a situation where it is particularly difficult?
"Our top priority was to make the site clear. We wanted a simple, responsive web with clear entry points. Members should feel that we are guiding them through the process."
Yesinde Aluko, Head of Communications for the Kommunal unemployment fund
Solution
"Edit much more themselves now"
Having worked in a rather complicated tool that lacked manuals and that few of the employees were familiar with, it was also important that the tool was user-friendly.
– Several of the web agencies we were in contact with had Sitevision and spoke very highly of it.
And now, with hindsight, Yesinde Aluko and her colleagues can only agree.
– It's easy to move and change content, we can edit much more ourselves now. There is flexibility and at the same time clear limitations so that you don't ruin the basic layout. Even employees who are not in the office very often quickly find their way around, says Yesinde Aluko.
Accessibility test – on auto
Check and tick on user-friendliness. And check and tick on smart features.
– Thanks to built-in accessibility tests, meeting accessibility requirements is easier. If we've done something that doesn't comply with the directive, like color and contrast, it's flagged.
Another feature is the calculator created for the website, which helps members quickly calculate their allowance.
– There is a lot of ignorance about the terms of unemployment insurance. The message in the media is often that you get 80% of your salary. They forget to mention that different conditions apply, so for us it's often about killing misconceptions. The calculator allows us to manage members' expectations much better, says Yesinde Aluko.
A compassionate website
And then there was the issue of tone. The importance of making it a compassionate website.
– Insurance can be perceived as complicated, so it's important that we express ourselves in a simple and pleasant way. We worked a lot on our tone of voice and tested the content on many different people. If it didn't land well, we took it back to the drawing board and started again.
The result
Now you've reached the finish line. And you sound ... happy?
– We are very happy! We got what we wanted, a clear web with clear inputs and an understandable and simple language with a nice tonality. We really succeeded.
Another proud acknowledgement of the success of Kommunal's unemployment fund is that they won the Sitevision Awards, in the Best Marketing Website category. What was the motivation? It went like this.
Sitevision Awards 2022 – Best Promotional Website
The winner of the Best Promotional Website category has a compassionate tone and an extra focus on users' needs.
It provides users with the information and instructions they need in a simple and understandable way.
And the winner has cracked the code to deliver the right message, in the right way to users in a difficult situation.