We’ve pushed the button on some brand new content – immigration advice for the public and advisers. It’s new territory – so why did we take the leap?
We focused on immigration because:
- it’s a growing issue for a vulnerable audience – a chance to make a difference
- our advisers revealed amazing tactical advice – we have an opportunity to provide this to an online audience
- it’s a complex subject – we want to simplify it for advisers
Immigration is a regulated industry – all our advisers have a level 1 OISC accreditation, but there’s well-documented confusion over what this means at Citizens Advice, and across the industry.
This confusion means there’s very little trustworthy and free information online – people just don’t want to take the risk of giving bad advice.
Deciding what to cover
We spent time in local Citizens Advice offices, speaking to specialist and generalist advisers about common types of immigration queries. From this we identified some core user needs.
We also learned more about advisers’ needs. We found that:
- specialists are largely confident to use their own sources – they rarely use AdviserNet
- generalists may use AdviserNet, but will refer clients to an expert where possible
As a result we’ve designed content that works for the public and generalist advisers, by adding information to public pages that only advisers are able to see, and creating some ‘adviser-only’ content too.
For example, all content now has a box flagging which OISC level the advice sits under. This helps advisers know what they can and can’t advise on – a problem that came up time and again during research.
At the moment, we’re keeping the old AdviserNet content. However, this will eventually be incorporated into public content as ‘adviser only’ information, removed, or rewritten if there is a need for it.
We’ll be visiting local Citizens Advice offices over the coming week to test the new content.