Sygeforsikringen Danmark: Human-centered solution by human-centered organization
Sygeforsikringen "danmark" came to us for a complete overhaul of their website, specifically aimed at being more user friendly, while keeping the high level of information on their site. Additionally, they wanted their website to reflect their core values – helpful, uncomplicated, friendly, competent, and above all, human – both from a design and content perspective, but also from a user journey-perspective.
The new site needed to target both broadly and specifically – an awesome challenge we immediately plunged into.
With the segments being so diverse, and the member group so large, the research phase was a vital step towards creating a roadmap that was based on relevant insights. We wanted to know what the users’ specific needs and purpose was, when they used the website, so we could address those needs immediately. From the research phase we constructed several hypotheses, which we then tested in our user lab. The findings and insights gained from this, were used as a series of modifications for the site.
Through user tests of our prototype we discovered that the site needed a simpler expression – the information needed to be doled out carefully, to avoid confusion. We designed a new menu, with a new site architecture, to help the users get a quicker, and easier overview of the site based on who they are.
We approached the design phase with their core values in mind – we wanted the site to reflect who they are, and what they stand for, which is why we started working on a more subtle color palette and started looking at the content – both from a UX perspective and from a design and copy perspective.
To deliver on the requirements that Sygeforsikringen "danmark" put up, we created a clean, simple, and accessible site, that is still rich on the quality information, that Sygeforsikringen "danmark" prides itself with. A website that communicates a complex message in a straightforward manner, while staying true to the Sygeforsikringen "danmark" core values and brand.
With 2.4 million members, doing it right the first time around is vital, which is why we’ve been so keen to get everything user tested thoroughly each step of the way. We’re thrilled about the positive feedback we’ve already received, confirming that we’ve succeeded. Kirsten Ølgaard IT-direktør, Sygeforsikringen "danmark"