Reimagining Vehicle Ownership Transfers in Denmark
The first app in the Danish tax system
The Omregistrering app marked a new chapter in public digital services: a citizen-facing tool designed from the ground up to simplify complex regulation, build trust between private parties, and make car ownership transfers intuitive and safe. I led the early concept work and UX foundation that helped turn a bureaucratic process into a seamless mobile experience..
Grounded in research. Guided by strategic design.
The Reregistration app was not just a digital solution — it was the result of a rigorous, citizen-centered research process. We interviewed buyers and sellers across the country, mapped emotional and procedural pain points, and uncovered deep uncertainty around peer-to-peer vehicle transfers.
By applying a strategic design approach, we translated these insights into clear experience principles: build trust, create transparency, and simplify the system without oversimplifying the law. Instead of focusing narrowly on the registration step, we reframed the problem around the entire buying and selling journey.
This shift allowed us to design not just for compliance, but for confidence — aligning technical, legal, and emotional needs into a coherent user experience.
Udviklings- og Forenklingsstyrelsen (Danish Tax Agency)
Role: Lead Concept Developer & UX Strategist
Year: 2019–2020
Overview
Buying or selling a used car in Denmark used to be riddled with complexity, uncertainty, and legal ambiguity — especially when transferring vehicle ownership between private individuals. The process was fragmented across systems and left citizens feeling exposed to risk. As the lead on concept and UX work, I helped shape the foundation for a radically simplified public solution: the Omregistrering app.
Key insights
The rules are clear—but the experience is not: Most users struggled to understand when to act, how to register, and what to expect.
There’s no universal practice: Users approached vehicle transfers with wildly different levels of trust, experience, and risk tolerance.
Uncertainty = friction: Lack of real-time feedback, transparency, or control created insecurity and slowed down legitimate ownership transfers.
Citizens wanted protection—not just compliance: They needed reassurance, clarity, and a shared reference during the transaction.
Strategic direction
We shifted focus from merely solving the legal registration step to supporting the full experience of peer-to-peer car sales. Our approach mapped the entire journey: from preparation to agreement to successful ownership transfer. Based on this, I led the development of the strategic framework, to-be service flows, and experience principles that ultimately shaped the product.
Design outcome
The solution became a mobile-first app that walks users—buyer and seller—through the process in real time, with validation, guidance, and instant feedback. Although I did not execute the final UI design, my concept, UX direction, and service logic formed the backbone of the now highly rated and widely used app.
Impact
The Omregistrering app is now the default way to transfer vehicle ownership in Denmark, with ratings of 4.6 (Google Play) and 4.8 (App Store). It is praised by citizens for making a stressful transaction feel safe, intuitive, and fast.