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The German Department of Labour is bundling its services
into one portal

 
Headquarter
|
Nuremberg, Germany
Management
|
Detlef Scheele, CEO
Employees
|
approximately 98,800 (2017)
Budget
|
approximately 37.5 billion euros (2017)
Sector
|
Public administration

Dynamic web portal for the
German Department of Labour

Citizens and entrepreneurs across the globe are expecting digital services from their government agencies. The German Department of Labour's (Bundesagentur für Arbeit) IT Strategy 2020 includes a plan for customized, easy-to-use digital offerings. With the launch of their dynamic web portal, customers will find topics that fit their life situation and will receive the desired information within a maximum of three clicks.
With the help of Accenture, this portal has been developed 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 counseling or further education. 

 

CLICK ON IMAGE FOR DETAILS

Landing page

The addressee-specific landing page divides the
web portal into areas for individuals, companies
and institutions.

Life situation

A users current situation, circumstances and reasons for visiting Federal Employment Agency web portal are determined.

Media icon

This icon has varied content (e.g., with news, links, explanatory videos, etc.).

Contact

On the start page the user can find the employment agency responsible for his or her case or use other contact options.

Information material

The download center provides users with information on the relevant topics.

News

Current events and news at a glance.


Real internet pages instead
of PowerPoint slides

The key to the success of the development was Design-Thinking with a focus always on the customer's interests - a rather new approach for authorities. The experts at the Bundesagentur fuer Arbeit and Accenture quickly developed personas and customer journeys consistently from the perspective of users.
In this area, Accenture has extensive experience with digital projects, but was also able to draw on specialists from Fjord-Studios in Berlin. In addition to the Design-Thinking and the rapid prototyping approach, detailed knowledge about using digital engagement with customers as well as their expectations in this area, came into play.
"Our special approach meant we were able to visualize the concept in a tangible and emotional way," says Bernd Karl, Project Manager at Accenture Consulting and Head of Digital Transformation in Public Administration. Fast visualisation was the key to success- within six weeks there was already a clickable prototype.

 

70 %

of people surveyed would like mobile access to job offers.

71 %

believe that digital customer channels are growing in importance.

55 %

view mobile access as a preferred customer channel for government services.

90 %

expect digital services to be at least as good as in the private sector.

33 %

have confidence in the public administration to provide digital services.

Our old website was not intuitive and was thought out from the perspective of a public authority. With the new online portal, we have made an important step, and we will be gradually expanding what we offer.


Michael Adam, Lead Online Services, Bundesagentur für Arbeit

Definition of personas
structures the content

Many users found it hard to cope with the old online world of the Bundesagentur fuer Arbeit, which consisted of 95 different offers. The new portal bundles all topics, directs users through the respective processes and lays the ground for individual questions to be answered in personal contact, for example via telephone or TextChat.
The content structure is based on the definition of 35 personas. Each persona stands for an ideal-typical customer group of the Bundesagentur fuer Arbeit and their concerns. The experts at Accenture developed these personas in close collaboration with Employment Agency staff, who contributed their hands-on experience through consulting sessions. "In the workshops, there were employees who had been sitting down with job-seekers the day before and knew exactly how this target group was searching, and what they were searching for," says Bernd Karl.

Our old website was not intuitive and was thought out from the perspective of a public authority. With the new online portal, we have made an important step, and we will be gradually expanding what we offer.


Bernd Karl, Project Manager Accenture Consulting and Head of Digital Transformation in Public Administration

The customer is on an
individual journey

In contact with the Bundesagentur fuer Arbeit, the user moves continuously in a uniform environment. In this way, it is possible to react to applications for service across the entire channel. A service account and a homepage customized according to a user’s browsing history and profile will further improve service quality and user friendliness, with the customer journey in mind, a well thought-out end-to-end cycle begins, focused on individual requirements. Step-by-step tutorials guide users through an otherwise complex and difficult process, creating understanding, and providing a direct access to relevant content. To enable this, the design thinking approach had the developers keep the needs and the motivation of the customers at the center of the navigation, and content development.

 

CLICK ON IMAGE FOR DETAILS

Primary concerns

The main concerns within a life situation. The three most central concerns are placed first.

Job search

This icon contains the job search. In the first version of the new web portal, the detailed job description leads to the labor exchange of the Federal Employment Agency.

Media icon

This icon has varied content related to the life situation (for example, development opportunities for the unemployed, etc.).

Secondary or related issues

Concerns that might interest the user in addition to their primary interests. 

Departmental search

Possibility to search for the relevant local department

Further information

A selection of further links as well as life situation-related factsheets and forms are made available to the user.

Users are constantly involved in the refinement

A major contribution to the development have been practical suggestions and ongoing feedback from Bundesagentur fuer 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 fuer 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.

Decisive step
towards digitization

The portal is regarded as a great success. Customers as well as employees of the Bundesagentur fuer Arbeit have praised it, and in a user survey 80 percent consider it to be a success. For Bundesagentur fuer Arbeit employees there was a campaign with flyers, posters and contributions on the intranet. Customers were alerted to the launch of the new portal with TV spots.
After the successful launch of the portal, further services are gradually being integrated and adapted to the uniform design - so far only the first three to four levels have been harmonized. At the same time, the optimization of the processes is starting, for example through the automatic allocation of operating numbers for corporate customers.

Contact

Want to find out more about this project? Get in touch here!

Bernd Karl
Project Manger Accenture Consulting and Head of Digital Transformation in Public Administration