State Agency Achieves Milestone Through User-Centric Design
Virginia Employment Commission partnered with CapTech to modernize the user experience.
Summary
The Virginia Employment Commission (VEC) website is an essential tool for unemployed citizens applying for benefits and for employers complying with unemployment insurance laws. Over time, however, the website had become dated and less efficient.
VEC partnered with CapTech to modernize the user experience. By focusing on clear messaging and innovative digital tools, we improved claimant and employer journeys, helping the agency reduce call center volume, increase education, and enhance overall customer satisfaction.
Challenge
In transforming its online experience, the VEC had two primary goals. One, they wanted the experience to be more focused and accessible for its primary audiences, including citizens and employers. Two, by empowering users to more easily self-serve and accomplish tasks, the agency hoped to reduce call center volume.
Approach
The project unfolded across two phases, beginning with assessment and design in May 2024. During this initial phase, we conducted a comprehensive experience assessment to identify pain points and areas for improvement, then used these insights to inform the visual design. We also conducted an AI workshop with VEC stakeholders to inform our understanding of operational challenges including high call volumes and lengthy response times.
In July 2024, we launched the second phase, focusing on Drupal 10 development, content strategy, and copywriting. Our team successfully migrated hundreds of pages to the new CMS, enhanced key marquee pages for better clarity and flow, and created net new pages to consolidate information and streamline the user experience.
As the project gained momentum and our partnership deepened, the client wanted to explore even more ways to drive efficiency. Based on our AI workshop findings, we developed and branded a rules-based chatbot, askVEC, that provides instant answers to common user questions, reducing call center volume and improving customer satisfaction.
The engagement further expanded to include a comprehensive marketing campaign for the site launch. Our team developed a multi-channel strategy encompassing press releases, email communications, social media content, and printed materials such as signage and handout cards—all designed to build excitement and drive traffic to the new website.
Results
The transformed VEC website prioritizes intuitive navigation, step-by-step guidance, plain language, and easy-to-access FAQs. It includes a step-by-step benefits roadmap and incorporates features to boost accessibility and usability, while decreasing call center volume. VEC also promoted the refreshed platform via a comprehensive marketing strategy, including press releases, social media, email, and printed materials.
Stakeholders soon recognized significant results:
- Users were quick to embrace, with 12,000+ chatbot users to-date.
- Website engagement is also up a hefty 84%. A usability testing participant noted, “I love the wording because it gives the users hope. Losing your job hurts.”
- Notably, call center volume has decreased by 30%. In testing, a user said, “I feel like it answers practical questions, what to expect, and a timeline.”
- Online filing is on the rise, with 70%+ of all claims now filed online. A test user commented, “The quick tips gave me more confidence as I was scrolling.”
Upon launch of the new site, Virginia Governor Glenn Youngkin said, “The new VEC website represents a significant milestone and a capstone achievement in our day-one commitment to delivering a citizen-centered, transparent, and efficient government.”
