Nibud (National Institute for Family Finance Information) is an independent foundation in the Netherlands. It is well-known and respected as a valuable source of financial information, especially in the area of family budgeting. They are also an information and training resource for financial coaches and advisors.
Their previous website had multiple issues surrounding content management, users not being able to locate useful or desired content, and the overall experience not conveying their brand.
As part of the team at User Intelligence, I led the visual design and brand refresh. The new site concept centers on user-controlled search combined with smart recommendations (contextual) from the system of related content. These take the form of tiles that appear after each article / section, highlighting content in diverse areas of the site. This content does not appear in the navigation, helping to focus the user on the broad themes and topics in which they are interested, and letting the Nibud site behave as their financial advisor.
The new site is a massive change from the old one — being welcoming, immersive, discoverable and relevant. I evolved their brand to match the goals and target audience, and ensuring that it is always resonant, engaging and helpful. This included creating a new styleguide to help align their existing brand with the new customer-centric strategy. The brand also positions Nibud more properly as the most credible, yet friendly, authority on personal finance for the entire Netherlands.
The website is fully responsive, and was designed for both mobile and desktop experiences. The key target audiences are general members of the public who worry about their finances and need independent advice on how to manage it, and professional financial coaches. Each can now access tailored content across the site quickly and easily.
You can visit the site and discover all it has to offer here!
Old Nibud website example screens
New site high-level interaction design
This gives a sense of the modular structure of each main template, and how different types of content (coloured areas) are surfaced in different contexts depending on the path the user has taken to get there.