Citizens and entrepreneurs across the globe are expecting digital services from their government agencies. That’s why the German Department of Labor (Bundesagentur für Arbeit) wanted to turn their cluttered and non-intuitive website into a customized, easier-to-use digital offering.
The goal? To build a dynamic web portal where customers could find the information they came for within a maximum of three clicks.
Accenture has extensive experience with digital projects and was also able to draw on specialists from Fjord-Studios in Berlin. In addition to design thinking and a rapid prototyping approach, Accenture used detailed knowledge about using digital engagement with customers.
The experts at the Bundesagentur für Arbeit and Accenture quickly developed 35 personas representing typical customers and their journeys.
"Our special approach meant we were able to visualize the concept in a tangible and emotional way. Fast visualization was a key to success; within six weeks there was already a clickable prototype."
— BERND KARL, Digital Transformation Head – Public Administration
People and culture
A major contribution to the project has been practical suggestions and ongoing feedback from Bundesagentur für Arbeit employees as well as companies and citizens who use the portal. Accenture employed usability tests and an Open Innovation workshop, among other things.
Valuable input was provided by objective usability tests by external test labs, as well as creative workshops in which Bundesagentur für Arbeit employees and their customers were able to try out the current version of the portal and make suggestions for improvements.
Further suggestions were collected at presentations at vocational training centers or the Nuremberg pedestrian zone. All information flowed into the agile development of the website, which continues to be monitored for functionality and acceptance via the Open Innovation platform, as well as continuously improved during ongoing operations.
The new portal 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 counseling or further education.
Customers as well as employees of the Bundesagentur für Arbeit have praised the portal, and in a user survey 80 percent considered it to be a success.