New trends in the digital world
Ellun Kanat is a strategic communications agency that has quickly risen to become one of Finland’s leading players in change communications. Ellunkanat.fi serves as a key media platform for the company, bringing together its service offerings, news, expert articles, and profiles of team members. Our partnership with Ellun Kanat has been all about creative brainstorming, proactive collaboration, and driving business growth with a digital approach.
The digital partner-in-change
Ellun Kanat recognized the need to better understand their audience and develop a website that would more effectively meet both the company’s and its visitors’ needs. Ellun Kanat wanted to elevate their online presence to the level required by their strong brand, both in terms of user interface and visual appeal. This called for a more functional technical platform that would enable flexible content management and updates.
Our collaboration with Ellun Kanat began in the summer of 2019. We handled everything from visual and conceptual design to the technical implementation of the site, as well as web analytics and SEO. The brand was internally refreshed in 2019, and the new visual identity was then rolled out in both offline and online customer-facing situations.
Bold, disruptive content is at the core of Ellun Kanat, and we wanted the new website to reflect this. Our goal was to deliver engaging stories to users through an intuitive yet unique user experience, enriched with seamless navigation and design.
User understanding at the core of the redesign
The design of Ellun Kanat’s new website was based on leveraging data and gaining a deeper understanding of users. Our goal was to create value through ease of use, an improved user experience, and business growth aligned with our vision. Our collaboration began with defining the roadmap, a valuable tool for clarifying needs, prioritizing tasks, and serving as a plan for future work phases, while ensuring alignment with the best insights on the next steps.
At the start of the project, we mapped out user personas and analyzed user journeys to gain a clearer understanding of the website’s key functions and content. We defined goals supporting different target groups, which became the foundation for all subsequent work. We then created the website’s content architecture, structure, and content concept to support the identified target groups and goals. As part of the concept, we designed the site’s structure and content elements, including user journeys. The visual design was aligned with the brand, focusing on making the site both attractive and easy to use.
We also took on the ongoing maintenance and updates of Ellunkanat.fi, ensuring the site remains secure and up-to-date at all times.
"The redesigned website was one of the first and most important applications of our new visual identity. At times, the visions of our in-house designers were a bit too bold, but Evermade's team, with their firm patience and deep understanding of user needs, worked closely with us to turn our ideas into a functional website. Evermade also suggested and implemented numerous dynamic and interactive solutions, some of which were custom-built to make navigating our complex and diverse content easier, while others created an amazing online experience that truly reflects our brand. For example, the release from restrictive boxes, symbolizing Ellun Kanat's visionary approach, is now even part of the code on the 'People' page!"
Anni Tolvanen
Change-maker and Motion Designer, Ellun Kanat
More efficient business with data
Data skills enhance customer understanding
In January, we hosted a Data Day for Ellun Kanat, during which we covered topics such as the digital customer journey and its various stages, as well as the use of metrics and dimensions in interpreting visitor data. We also reviewed the performance of the Ellunkanat.fi website in 2019, explored the use of Data Studio, discussed data visualization, and looked at the basics of search engine optimization.
Collected data is pointless if it’s not utilized or regularly analyzed to track key business metrics. The main goal of Data Day was to teach participants how to interpret and leverage the visitor data collected from the site, increase their understanding of measurement possibilities, and deepen their knowledge of the tools being used. While we continue to support Ellun Kanat, they are now much better equipped to interpret data independently.
Reporting enables tracking of progress
Ellun Kanat’s custom-built reporting template consolidates general visitor metrics, organic traffic tracking, and campaign traffic monitoring. It provides an intuitive view of the most visited pages, landing pages by traffic source, goal completion rates, and Google Search Console data, including landing pages, keywords, and device information.
The report also aggregates general visitor data and goal completions from organic traffic, highlighting key competing domains and selected keywords. It tracks Google Ads campaign traffic and social media campaigns, showing the performance of ad groups and goal achievement by campaign.
"The goal of the redesign was to create a website that serves visitors, adapts flexibly to the needs of the change agency, and reflects our identity in a digital format. Both sides had a strong, data-driven vision, which at times led to some healthy clashes, pushing each other to improve. The work was done intensively, side by side at Ellun Kanat, on Lönnrotinkatu, and eventually through video collaboration. We are proud of the result, which achieved all the goals we set at the outset. However, our mentality is not to rest on our laurels — we’re continuing to develop the site vigorously, of course, together with Evermade."
Aino-Maija Kupias
Change-maker and Digital Communications Specialist, Ellun Kanat
Results from the website
24 April 2020 – 24 June 2020
vs. the same period last year
Users
75 % growth
New users
84 % growth
Page views
66 % growth
