Problem
Enterprise Estonia wanted to structure its website better and improve the quality of digital service to attract new customers and reduce the number of customer drop-off and an unnecessarily long process of applying for the services from the customer’s perspective. Questions were raised like – how to organize large amounts of information? How to set up complex services in a simple way? Is it possible to reduce bureaucracy?
Solution
A thorough client research became the basis of all further steps, establishing the foundation of customer expectations. After that, an extensive prototype was built in iterative cycles, allowing to test and sign-off different approaches. The design concept was developed in a way that advocated modularity and built a solid foundation for scaling or modifying the web easily and cost-efficiently. In addition, we helped to cement the customer-centric mindset within the organization.
Results
The partnership emerged from what was thought to be a simple website overhaul, eventually resulting in a significant shift towards a customer-centric service model. In addition to building a new website, the initial research phase became a ground for multiple spin-off service improvement projects across the organization.
30% of the existing content was dismissed as redundant
“Rethink led us to a significant structural simplification and brought customer-centricity within our organization to an entirely new level.”
Sigrid Harjo
Member of the Board
