MantelzorgNL

The redesign started with a customer experience assessment of the existing website to understand how well it supported caregivers in their daily reality. This assessment highlighted two strategic opportunities.

First, caregivers often search for help when time and energy are limited. In these busy and emotionally demanding situations, they look for guidance on topics such as laws and regulations, finances and combining care with work. On the existing website, however, information was fragmented and loosely structured, making it hard to quickly find the right information. As a result, visitors could leave with the impression that MantelzorgNL could not support them, even when the information they needed was available.

The website often framed caregiving through idealised stories and imagery that did not reflect the everyday challenges caregivers face. For many visitors, that felt unrealistic. For an organisation that advocates for caregivers, recognition matters. Visitors need to see their own situation reflected in how caregiving is presented on the website. Only then can MantelzorgNL be a credible voice representing their interests.

These opportunities set a clear direction for the new website: organise guidance around real-life situations and reflect the reality of caregiving.

Based on these insights, the website was redesigned with a refreshed visual identity, new navigation and a structure built around caregivers’ real questions. The navigation includes dedicated sections for caregivers, professionals and other stakeholders, while themes such as laws and regulations, finances and combining care with work help visitors quickly find the support relevant to their situation.

Themes are organised in a three-layer structure: themes, sub-themes and subject details. Visitors start with a broad topic, move to a more specific situation, and then reach detailed guidance and practical resources. This creates a clear path from overview to practical guidance. When someone needs more help, the website points them to the support line for personal advice and guidance.

Practical information alone is not enough. Caregivers also need to feel that their everyday reality is understood. Real stories from caregivers are therefore woven throughout the site and given a prominent place in the navigation. Each story is connected to themes such as work, finances, and laws and regulations, linking caregivers’ lived experiences to the practical information on the website.

When caregivers recognize their own situation on the website, it builds trust in MantelzorgNL as the organization that truly represents them. This trust creates the foundation to clearly communicate what the organization stands for and how it works to improve the position of informal caregivers.

After the website went live, users became more engaged and were able to find relevant information more easily. As a result, calls to the Mantelzorglijn for basic questions already answered on the website decreased significantly.

Building on this success, the website will continue to evolve based on data and feedback from different user groups.