UWV has launched their new website, inspired by the personas that User Intelligence developed for them.
In the beginning of 2011 UWV started the redesign of their website. Prior to the design phase UWV realized that it was necessary to create a deep understanding of the needs and wishes of their various client groups, in order to be able to develop a truly relevant new website. Hence, UWV asked User Intelligence to deliver rich data on their user groups by way of personas.
Personas are detailed descriptions of fictive characters based on data from real users. They make communication about customers explicit, create engagement and empathy with the end user. This makes the choices during development more focused on creating an optimal user experience.
The developed personas inspired UWV to rethink their communication towards their client groups. They came to realize that their website is in need for more emotion and empathy, and for more possibilities for clients to share experiences with each other.
The result is truly amazing. Look at the screenshot of the initial website.
Current UWV website
And then, be stunned to see the end result.
New UWV website
The new website clearly allows for personal stories from other UWV clients. Thus, reassuring clients that other people are also facing similar problems, or have managed to overcome these obstacles and have found their way to a new job.
The project meant a turnaround in the way UWV thinks about communication with clients, as illustrated by the following quote: "This is a very special project. It inspires me to think more about the needs of the people I write for, instead of what I have to write for them."
Also curious what personas can do for your new website? Please contact us.