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Elinkeinoelämän keskusliitto EK

The Confederation of Finnish Industries

The Confederation of Finnish Industries (EK) is the voice of Finland’s business life. It brings out the views of Finnish businesses and supports Finland’s renewal and growth.

The Confederation of Finnish Industries strives to influence Finnish society through its members, Finnish companies. It shares information and engages in discussions. It has an agenda: to ensure that the views of its member companies are taken into account in decision-making as much as possible.

The website brings together the union’s policies, strategy and messages.

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The starting point

The website was outdated in many ways. The content was not clearly structured, the main messages were buried under other content and the visuals were outdated. A large amount of content posed challenges for users, as finding the right information was difficult. Usability had also decreased in terms of maintenance, as content production was unnecessarily complicated and time-consuming.

The content was mostly presented in a static text format, which is not the most attractive, let alone the fastest way to make it understood. EK communicates about current topics and phenomena, and highlighting these was important in order to keep the site relevant to the user at all times.


EK’s website aims to be Europe’s best influencer site, reaching out to decision-makers, the media, and member companies through relevant and interesting content. The site provides financial data in an easy-to-consume format. The website now provides tools for EK to present the latest research results and data of interest to its target groups.

EK wants to be a stronger social influencer. The new brand identity emphasizes modern influencer communication and the website makes sure that the brand is visible to the public.


The implementation of the new website began with a thorough inspection of the old website. Based on data and workshops, we identified which content was popular and functional, and which did not work well.

Based on the results, we built wireframe models and a sitemap. The client was strongly involved in the design of the wireframes, which helped us prioritize the needs of the target groups at the design stage. The new brand look and layouts emphasize EK’s expertise, but also its approachability and playfulness.

With the help of wireframes, we carried out a user survey in which users from different target groups tested user paths corresponding to their own needs with a clickable prototype.

We chose WordPress as the website’s content management system because of its great content management features and easy customization. The site does not consist of traditional page templates but is based on a modern block structure. Each page is built from individual blocks that can contain a wide variety of different text, image, and video content. Blocks give content producers the tools to create diverse and compelling content effortlessly without compromising the brand’s visuals.

Data visualization

Some of the most interesting content of the Confederation of Finnish Industries is the vast amount of economic data gathered from different decades.

In order to present the data to visitors, a separate concept of an Economic snapshot was created, through which the most important indicators of the Finnish economy can be seen at a glance. For more detailed economic data, different data were divided into their own subject areas under Information on the Finnish economy.

We utilized a strong use of typography and a new color palette for the data visualization. Dynamic graphs communicate the results of the data clearly and reliably.


The results speak for themselves: site usability has improved by many different metrics. Visitors stay on the site longer, load more pages during their visit, and also stay longer on single pages. The proportion of immediate exits from the site has decreased. As the emphasis was on highlighting the current phenomena, now aims to be relevant to the user at all times and engages its users to read more of the content.

When comparing the period of 6.10. (site released) to 10.12.2020 to the same dates the year before, the number of visitors increased by 6,10 %. The number of pages per visit increased by 4,64 %. Expert articles garnered more than 16,000 pageviews, which is +189 % from the previous year. The articles are easier to find on the new website and the usability is better, which makes users more engaged than before. The average duration of visits increased by more than 44 %, which also indicates better usability of the site. The exit rate from 6 November to 10 December 2020 decreased by almost 9 % compared to the same period last year.

Key numbers

+6,10 %

More visitors on the site

+4,64 %

Increase in pages per visit

+189 %

Article pageviews

+44 %

Average duration of visits

-9 %

Bounce rate

The team

Brand and identity


Tiina Kiesiläinen
Olli Sirén
Inka Myllysilta
Pauli Kervinen
Jesper Vuori
Pia Alfthan

Antero Nuutinen

Site design and implementation


Riikka Pakarinen
Tuomas Velling
Sauli Puukangas
Kirsi Maijala
Timo Sundvik
Vilma Järvinen
Joonas Savolainen


The Confederation of Finnish Industries

Teemu Lindfors
Riina Kasurinen
Mari Haavisto

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