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An open door with light glowing
Estonia design awards 2020 logo

eesti.ee Service Design

Gateway to Government Information and E-services 

01

Goal

The eesti.ee state portal serves as a key channel for people in Estonia to communicate with the state and find answers to questions pertaining to their daily lives, via a single digital environment. The portal includes more than 500 e-services, 500 articles and 2,500 contacts and there are more than 18,000 visits on every weekday.

The goal was to lift the visitors’ user experience to a new and higher level and to display only such information and services which are the most relevant for the visitor. This included developing a vision on how to personalise the eesti.ee environment and the life events’ view for the user who has logged into the system. In order to understand how and why the visitors use the state portal and to find out what information was the most important for them, we had to establish focus groups and analyse the different user personas.

In cooperation with the Estonian Information System Authority we set out to develop a plan on how to improve the UI/UX solution of the portal. The tasks included further developing the VEERA design system, as well as design, analytical and consultation work (incl. SEO, UI/UX design, web analytics, A/B testing, ideation, creating and testing navigation schemes and prototypes).

02

Design Process

Triple diamond model. First is discovering the problem, next is creating proof of concept and finally build and test the solution. Triple diamond model. First is discovering the problem, next is creating proof of concept and finally build and test the solution.
Discover

In order to determine the value of the portal for the users, their interests and ways of using the portal, we created a persona mindset map, based on the services provided via the portal, the existing use data and statistics. Next, we developed a customer journey map for each persona, which gave us a better idea of their expectations regarding the services in the portal. We conducted discussions with representatives of the various interest groups to confirm the conclusions we drew from the analysis.

Build and Test

In the development phase we enhanced and upgraded the VEERA design system used by the state. With the help of this we created Click Dummy tests for the validated customer journeys, which our development partner started to work on and implement.

Proof of Concept

­The objective of this phase was to combine the interests of the end users and the possibilities that the state portal could offer.

User Interviews

We interviewed users from a total of 10 different focus groups, segmented as follows: retired 65+ people, young people (without children), family people, accountants, foreigners, small and medium business owners, large business owners, young working professionals, the visually impaired, 40+ working professionals.

Persona mindset map and analysis
Natalja 65+ person
Cesar foreigner
Martin young person
Kadri family person
Olavi entrepreneur
Empathy map SAYS
I really liked this solution
Where should I start?
Is the size quite right?
THINKS
Maybe this is not the best solution
Is something still missing?
Why does it have to be so difficult?
DOES
Investigates in more detail
Asks a friend
Looks it up in the website
FEELS
Excited
Fear
Surprised
Veera design framework

The Veera design system is a framework for the interoperability of state websites, in which the general architectural principles of the websites and portals of state and local government agencies and the requirements for their technical, organizational and semantic solution are fixed. In other words, Veera is a combination of visual solutions and best practices of various public services. It contains the necessary materials and instructions for the developers of national information systems concepts and for information technology project managers of public administration institutions.

Roboto
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Ss Šš Zz Žž Tt Uu Vv Ww Õõ Ää Öö Üü Xx Yy
Roboto
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Šš Zz Žž Tt Uu Vv Ww Õõ Ää Öö Üü Xx Yy
Primary Sapphire blue
Secondary Orange
Greys Black coral
Success Sea green
Error & Alert Jasper
Information Dark tangerine
Column grid The design is using the following grid column layouts: 2 columns, 3 columns, 4 columns, 6 columns.

03

Visual Examples

04

Results and Impact

The new eesti.ee state portal with enhanced UX will be released in summer 2020. The state services are expected to become even more accessible to everyone who has to communicate with the Republic of Estonia, which in turn, makes people even more satisfied with the services provided by the state. 

The new solution has already proven itself with the cooperation partners and thus supported the business interests of the customer. The enhanced environment has received positive feedback from existing and new partners, who have been inspired to improve even further their cooperation with the Information System Authority. The relationship of trust with the cooperation partners in its turn adds to the reputation of the state portal. In other words, the opinion that it is only a collection of links, is starting to change. Instead, the portal is seen as a platform that brings together all the state services and makes them easily accessible to everybody.

When it comes to internal developments, it’s worth mentioning that the new service design solution has also motivated the team at the Information System Authority to move faster and encouraged them to introduce their good results to others.

05

Customer Feedback

In addition to visual innovations, cooperation with Nortal has helped us improve the UX of the state portal through better navigation logic and findability of services and information. The new design has received a lot of positive feedback and we are working towards releasing it as soon as possible

Raimo Reiman
Head of State Portal Department

06

Summary

The eesti.ee state portal serves as a key channel for people in Estonia to communicate with the state and find answers to questions pertaining to their daily lives, via a single digital environment, incl. applying for documents, registering the birth of a child, starting entrepreneurship, as well as all sorts of e-services by state institutions. However, such a comprehensive service only works if it is easy to use.

Therefore, we raised the UX of the state portal to a completely new level, so as to make the state services easily accessible to everyone who has to communicate with the Republic of Estonia (incl. partially sighted persons). And what’s more, the desktop view of the portal shows the visitor the most relevant information and when users log in, they can see a personalised view of their life events.

This was achieved as a result of thorough preliminary work and analysis of the user personas, with the target group made up of 1.3 million people living in Estonia and proceeding from their varied expectations concerning the state portal.

Get in touch with our expert

Jana Viia

Jana Viia

Head of NUX, Design

Jana Viia, Head of NUX at Nortal, is passionate about creating the best possible user experiences. She is a great listener and project manager – creative and well organized. She can analyze customer needs and translate their vision into results with a meaningful impact for end users. Get in touch with her to find out how you can build seamless experiences for your end users!