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

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1
The starting point

The EK.fi website was outdated in many ways. The content was not clearly structured, the main messages were buried under other content and the visuals were outdated.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.

2
Strategy

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.

3
Implementation

The implementation of the new EK.fi 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.

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