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Danish Industries

Redesigning a B2B website that serves over 17,500 companies


Companies are one of the drivers of society and are essential in maintaining a society’s success and affluence. The Confederation of Danish Industry (DI) represents the corporate voice of Denmark. It is Denmark’s largest business organisation representing over 17,500 companies both locally and abroad. However, the company’s previous website had become outdated and content-heavy so they asked Dept to help them redesign and rebuild their website and B2B portal.

Elevating the company’s digital maturity

As the corporate voice for Danish companies, DI is involved in numerous aspects. From negotiating collective agreements with labour unions to improving business regulations at a local and international level, the company is the largest employer organisation in the country. Its website is a large source of information for employees, companies and politicians alike. But the former website has become outdated and its unprioritised navigation system meant users could not easily find the information they were looking for. So the Danish company approached Dept and asked us to accelerate their digital maturity by redesigning their new website.


A new website to accelerate the company’s digital maturity

Understanding DI’s website visitors

Before tackling this project, our team needed to have a better understanding of the website’s visitors to ensure the new platform properly catered to everyone’s needs. To do this, we conducted focus groups, surveys and interviews in addition to gathering data from SiteImprove and Google Analytics. The results showed us that DI’s website visitors included a broad audience which could be best segmented into eleven different user types. 

Based on this information, we recommended that the new website be organised into five different sections, each with specific content and functionalities, which would make it easier for various visitors to find the information they were looking for. For example, for the educational and course section of the website, we designed it to look like an e-commerce platform and implemented filters, product pages for each course and check out funnels to simplify the search and enrollment process for users. Alternatively, for the politics and analysis division of the website, the content focused more on position-based storytelling which outlined DI’s political views and positions towards numerous issues. This created a customer-centric site which strengthened DI’s digital presence.

A lego-like design framework which ensured scalability

Given the amount of content per section, we choose to work on and launch one section at a time. This ensured we kept our focus on the needs of the user while enabling us to work in an agile manner. However, this approach demanded a well-thought-through modular design framework which all sections could benefit from. So we created a reusable design framework in Episerver with multiple lego-like components which could easily be assembled, implemented and edited. This ensured consistency for the user across all five website sections, easy content governance for DI’s content contributors, and guaranteed scalability when developing new subsites. Given that the company has over 100 website editors, this framework was a necessity to ensure brand consistency.


Putting DI’s member services online

DI also asked us to digitise and design their member services portal which assists and advises companies on Danish regulations and employment laws. So from creating the registration form to designing closed network communities, we enabled the registration process and follow-up to all be done online. This sped up the signup process, enabled digital networking opportunities and removed any challenges associated with physical paperwork. 

Channelling the brand’s identity in the new website design

When designing DI’s new website, we wanted to capitalise on the company’s strong brand identity, while also bringing in some lightness to the design, to what had become a heavy website visually. Dark colours and tightly packed content had become dominant. So we flipped the design manual upside down and used mainly light colours and created a space for the special “DI-Blue” shade to thrive. We also wanted to bring a lighter feel to the design, by going with a less boxed look and instead let elements overlap or be a bit off-grid.

When starting the design process, the new headquarters had also just been finished so we incorporated design elements which referenced the architecture. This is why multiple pages have vertical lines in the background which also works as a nice visual indicator for users by demonstrating that the content kept going if they scrolled downwards.

Empowering DI employees

With so many touchpoints and content contributors, we wanted to empower DI’s internal team to easily use, upload and edit content. So whilst building the new website, we also hosted over thirty workshops for internal stakeholders and DI employees to ensure they knew how to work with the various lego-like components. We also held a series of user involvement activities to ensure the entire organisation understood the new website layout and each separate section.


A new website for the corporate voice of Denmark

One website with five dedicated sections that caters to 17,500 companies that’s what we accomplished for The Confederation of Danish Industry. Our reusable design framework empowered DI employees to create and update content as needed while ensuring all design aspects remained the same across the entire website. Ensuring the brand is future-proof and retains its strong digital presence.

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