Intelligent content creates a personal visitor's experience

De Baak training and knowledge institute


Personal visitor experience thanks to intelligent content

As a people-oriented organisation, De Baak Opleidingen wanted a website that suited this vision. The goal was to improve service and experience level for users. And that was accomplished. In collaboration with Iquality, a responsive website was created, where intelligent content creates a personal visitor's experience.

About De Baak

With over 200 driven professionals, educational and knowledge institute De Baak works on furthering the leadership and entrepreneurship of organisations and their employees. They do so by providing and offering open and tailored programmes. For this purpose, De Baak intensively collaborates with an extensive network of specialists, both in the Netherlands and abroad.

Putting people first

De Baak can best be viewed as a networking organisation, a party that brings about connections and collaborations. The people who are connected to De Baak learn from each other, challenge each other and stimulate each other's growth. They wanted a website that matched this vision. An open and interactive website that gives their trainers and coaches a stage on which to present themselves. To share knowledge, write blogs and converse. In order to realise this, De Baak has enlisted the help of Iquality. Both De Baak and Iquality put people central in their solutions, making it a great match with the vision of De Baak.

From their vision, Iquality developed and built a website. In doing so, Iquality put the end users central from the very beginning. For example, various user stories were detailed and film clips were made. The project was delivered according to the Agile/Scrum method. Because we had worked with short sprints, it was possible to quickly obtain feedback on user stories and the website was constantly refined. This quickly gave De Baak a good idea of what their new website would look like.

De Baak

  • De Baak website example mobile
  • De Baak training and knowledge institute
  • De Baak website example desktop

Open project structure

One of the main challenges during the project was the structured gathering of all content. This did require quite some time, however. From the start, Iquality brought together all internal parties in a project team. Those were marketing, technology and management people. A good starting point, of course, but quite tricky in practice. Because everyone has their own ideas and views. During the entire process, Iquality served as the fixed conversation partner for all parties. This open project structure eventually led to an ultimate compromise, everyone could agree to.

Intelligent content

Eventually, a fully responsive website was realized, where the user is central. This is demonstrated in the intelligent content De Baak works with, for instance. If a user looks for something within a certain context, the website displays suitable content and advertisements. In this way, the website provides a personal experience for every single user.

One central platform

As underlying technology, we opted for the user experience platform of Sitecore. A major advantage of this platform is the integration with other, external systems. Iquality has realized the links with the back-office system, the Salesforce CRM-system and EDU-DEX (the national education database). De Baak now works with one central platform for their entire educational catalogue. This means that they have to enter the information on their educational programmes in only one place. Conversions now occur in a much more structured way. If a visitor books a training online on the website, his information is automatically entered into the CRM system.”

At present, De Baak and Iquality still regularly collaborate. The website is continuously improved by means of the feedback from users. You have to open to feedback when you opt for a people-oriented website. The idea is to also eventually have external parties - that are not (yet) connected to us - place their own content on the website. This will only provide further enrichment.


John van Beek

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