Client case
UX, design and updated logo for Konsumenternas.se
At Limetta we initiated a close collaboration with Konsumenternas to review the user experience and design of their well-visited website, konsumenternas.se. We were also tasked with strengthening the brand by creating a new logo and a design language that would clearly convey the consumer agencies' core values.
Konsumenternas has helped consumers with independent facts and guidance on banking, finance and insurance for over 40 years. In a market of profit-driven players they are the only ones who provide independent and free guidance. The Swedish Consumer Agency, the Financial Supervisory Authority and industry organisations appoint the members of the foundations' boards.
The assignment
The assignment was to develop a completely new structure, UX and design as well as a content concept for the site and in this way reach a larger audience. There are a number of different commercial competitors offering various types of top lists and comparisons which, unlike Konsumenternas, are not neutral but entirely commercial and driven by profit. An overarching goal of the project was therefore to increase trust in konsumenternas.se as the only independent guide. They wanted to become the natural point of contact for anyone who has questions about banking, finance and insurance. Konsumenternas want the public to have access to facts and knowledge in order to make well-considered and well-founded decisions themselves, based on their life situation and personal circumstances.
The graphic profile and logo were also to be reviewed to match the facelift the website would receive. Another important part of the development work was to make it easier for editors to update and produce the right kind of content for the new site, among other things by training editors and staff in SEO and conversion-focused content.
The assignment in brief:
- UX and design for Konsumenternas.se
- Brand and logo
- Training in conversion-focused content and SEO
How we approached the assignment
We usually say that our clients are experts in their own business, while we are experts in digital solutions. To take advantage of each other's knowledge, the work was carried out iteratively in close collaboration between Konsumenternas and Limetta. Together we set goals and a plan for how the work would be carried out.
Barriers and areas for improvement were identified by reviewing structure and user flows. The existing website was perceived as somewhat clumsy and had a deep structure with a lot of content that had to fit into the new structure. Extensive analyses of users' needs and context were carried out, and the results showed that prior knowledge and interest differed among those who access the information on the web. We therefore needed to find a way to meet different information needs.
Through workshops we examined the current content and structure from all angles to see how we could make them more user-friendly while also optimizing them for SEO. We also needed to make it easy for editors to update and work with the new website, something we kept in mind at every step of the process.
When the structure was in place, the design process and brand work began. Here too we worked iteratively with the goals and the messages that Konsumenternas stands for in mind.
We have:
- Identified barriers and areas for improvement
- Reviewed user flows
- Improved and simplified the structure
- Conducted thorough needs analyses
- Worked iteratively
- Worked with an SEO focus
- Worked in a goal-driven way
"The need for independent guidance does not seem to be diminishing. Quite the opposite. We are very happy with our new website. Limetta listened to our ideas, but challenged us to dare to think differently"
says Kicki Westerståhl, head of the Consumers' Banking and Finance Bureau
The solution
Navigation and structure
With simplified and clearer navigation, we have created a more logical and user-friendly structure. We divided and rearranged content to create a flatter structure. A content concept was developed in which we present information in distinct steps. We optimized landing pages and introduced a new way of structuring the content to help users find what they're looking for more quickly while also strengthening the brand.
A good structure on the web is essential, but to reach more users you also need to publish the right type of content. Editors and staff were therefore given training in SEO, search engine optimization.
Design and branding
Once the UX work was in place, we began work on design and branding. A new logo for Konsumenternas and a design language for the web were developed. During the process we explored several parallel directions for the symbol. After several rounds with the working group and rejected proposals, we landed on a winning option we chose to call "the signpost". A proposal in which the core of the logo is a stylized K, represented by lines or paths where Konsumenternas indicates the right direction. This symbol is combined with the wordmark "Konsumenternas" in an easy-to-read, simple sans-serif that feels both modern and timeless. A ligature between the u and m contributes to a more unique and refined appearance.
Color scale
The previous color scale included colors that tried to drown each other out and that didn’t quite convey the right feeling we wanted. With a new color scale featuring more neutral tones, we succeed in conveying the seriousness and independence that Konsumenternas stands for. The palette is now dominated by a calm and positive green/blue tone that feels serious without becoming bureaucratic. This primary color is combined with a lively, positive and lighthearted orange as well as a complementary range of muted and light beige tones.
Graphics
We have developed graphic elements that are easy to interpret, build recognition and at the same time highlight the most important messages in a positive way. Icons and pictograms have been given a new style that moves toward both a more modern and a more serious appearance.
Results
The overall result was a modern and user-friendly website with a sleek logo and design language. The new website has been well received by visitors after launch.
"The new website has really been given a boost with a substantial modernization of the entire site and improved features. We experienced strong engagement and felt confident in Limetta's expertise"
says Anna-Karin Baltzari Danfors, head of the Consumers' Insurance Bureau.
Focus on SEO has improved visitor numbers
Even before the new site was launched, Limetta had coached consumers in SEO – an effort that over the past year has yielded clear results.
The organic search traffic has increased by 28%, the total number of sessions has increased by 22% and 30% new users have been added, compared with the same period a year earlier. Clicks from Google have increased by 34% and impressions on Google have increased by 48%.
On the way to very high visitor levels
After a launch and complete restructuring it is common for visitor numbers to drop, since all pages have received new addresses. That was also the case at konsumenternas.se. But just a couple of months after the launch visits are up at almost normal levels and are heading toward the highest number of visitors ever.
The new design language and logo have been appreciated within the organisation and appear to be by the public as well. The restructuring of the content should make the website feel easier to find and navigate. With continued, disciplined work on both content-based SEO and technical SEO, the site is moving toward a very bright future.
Together with Konsumenternas we are continuously working on further development and will continue the solid content work and also design the occasional printed material going forward.
About Konsumenternas
Konsumenternas is an independent, non-profit organisation that provides consumers with advice on banking, finance, insurance and pensions. In a market of profit-driven actors in banking, finance and insurance, they provide independent advice. Konsumenternas.se is a collaboration between Konsumenternas Bank and Finance Bureau and Konsumenternas Insurance Bureau and has the Financial Supervisory Authority, the Consumer Agency and industry organisations on its board.
Would you like to know more about how we can help you?
Get in touch with us and we'll tell you more.
