Vida

We were commissioned by vida, a large Austrian trade union representing workers in the transport and service industries, to revise and redesign their website. The main aim was to increase digital member recruitment. So, we took a mobile-first approach that was aligned to both vida’s “union in your pocket” vision and the specific requirements of their various target groups.

Challenge

Redesign of vida’s Website for an Inclusive Experience

One of the primary hurdles was striking a balance between catering to the diverse needs and requirements of existing members while also enticing potential new members. It required a thorough understanding of the varying expectations and interests of both groups; ensuring that the redesign of the website would effectively serve as a useful platform for all. The cluttered, content-heavy layout of the previous website presented an additional challenge, as it impeded smooth navigation and accessibility for users.

Client

vida

Services

Prototyping, Product Design, UX/UI Design, Style Guide, User Research, Customer Insights, Usability Testing, UX Audit, Information Architecture

Date

2022

Project link

Approach

Uncovering User Desires to Establish a New Information Architecture

We kicked things off with a detailed audit of their website, which involved examining its existing structure and content. This enabled us to identify areas that needed improvement and allowed us to revise the information architecture effectively. We conducted exploratory customer interviews to gain valuable insights into the specific needs, desires and expectations of our target audience. These in-depth conversations – with both existing and potential members – provided us with a deeper understanding of their challenges and aspirations, as well as what they expected from a trade union.

two mobile views of the redesigned website of vida
two mobile views of the redesigned website of vida, showing form sites.

Creative Process

Interactive Mockups and Usability Testing for the Best Website Design

The creative process began with the development of a clickable mockup; a dynamic representation of our envisioned website design. It allowed us to visualize the user interface and interactions, which enabled us to fine-tune the design based on our creative ideas and initial hypotheses.

Subsequently, we conducted rigorous usability testing with users in diverse roles, including works council members and regular members. We gathered invaluable feedback and insights from actual users with this testing phase: we were able to verify the effectiveness of our design decisions while also making sure that the website catered to the specific needs of each user group.

two laptop screens showing the old and new designed landing page of vida.

Product Strategy

Clear User Guidance, Accessibility and Customer-Centric Content

As we found out in our exploratory interviews that the target groups differ greatly in terms of their prior knowledge of trade union work, their needs when interacting with the vida website and their expectations, we placed great emphasis on easy access, clear language and step-by-step information transfer.

This flexibility was important in order to be able to act across different campaigns and the associated landing pages. We emphasised a clear user experience by introducing new design standards and simplifying the member recruitment process. We created a clear style guide and supported the internal team in the implementation and rollout of the product.

two mobile views of the redesigned website of vida, showing different content pages

Colors

#e2001a

#0a2648

#ffc943

#72c1e9

#86deb2

Font

Open Sans

A Á B C D E É F G H I Í J K L M N O Ó Ö Ő P Q R S T U Ú Ü Ű V W X Y Z

a á b c d e é f g h i í j k l m n o ó ö ő p q r s t u ú ü ű v w x y z 1 2 3 4 5 6 7 8 9 0

Aa

Light

Aa

Regular

Aa

Bold

The little prince went to see the roses again: "You are not at all like my rose, you are nothing yet", he said to them. No one has tamed you and you have tamed no one. You are like my fox was. It was only a fox like a hundred thousand others. But I have made him my friend, and he is now unique in the world."

“We were impressed with their friendly working atmosphere and customer-centric approach: very high flexibility in the development of the individual work packages, prompt and clear project communication, and a high degree of creativity.”

Yvonne Heuber

Head of Public Relations - vida

Learnings

User-Centric Approach to Strengthen Member Connections and Growth

Designing a website for vida required a considered, user-centric approach. We had to strike a balance between catering to the diverse needs of existing members while also attracting potential new members; something that was crucial to the success of the website redesign. Fortunately, we were able to come up with a design that would strengthen the union’s connection with its existing members and encourage growth by attracting new members.

The desktop view of the vida union landingpage

Some of our work

Check out our portfolio.

Some of the memorable experiences that we already created together with our clients.

Coming Soon!

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