Making public communication more human
Digital Post 2,0 was a strategic design approach to the future of government communication
Digital Post 2.0 was a chance to rethink how the Danish state speaks to its citizens. Through in-depth research and strategic framing, we uncovered how tone, timing, and context shape trust — especially in life-defining situations. I led the user insight work that formed the foundation for a more empathetic, inclusive, and accessible national communication platform.
Understanding the shift
Digital Post replaced paper letters and in-person meetings with faster, digital communication. While this brought efficiency, it also introduced new problems — especially for vulnerable citizens. Our research revealed that the more you depend on the system, the more alienating it feels. What once felt human now felt cold and inaccessible.
Outcome:
12 user interviews across age, digital skills, and life situations
Framing the challenge
We uncovered three key barriers to trust:
1) A confusing and fragmented system
2) A power imbalance between citizen and state
3) A lack of support for personal responsibility
These insights shaped the strategic direction for a more empathetic and effective Digital Post.
Outcome:
3 experience principles adopted across government communication teams
Prototyping the future
We distilled our insights into 17 cross-cutting design principles. These formed the basis for four speculative future scenarios — illustrated, user-centred stories showing how Digital Post could support people in life-defining moments. These sparked alignment and ambition across stakeholder groups.
Outcome:
17 principles and 4 scenarios used to guide future experience development
Client: The Danish Agency for Digital Government (Digitaliseringsstyrelsen)
Role: Senior Design Researcher (Designit)
Year: 2019
Overview
Digital Post has solved many logistical challenges—but it has also widened the distance between citizens and the state. With Digital Post 2.0, the goal was not just to improve usability, but to rethink the relationship between public authorities and the people they serve.
Key insights
Digital doesn’t mean equal: People’s ability to navigate digital post varies widely depending on age, literacy, disability, or life situation.
Low trust, high stakes: Many citizens fear missing deadlines or misunderstanding important content.
Tone matters: Communication often feels formal, cold, or even alienating—especially for vulnerable users.
Lack of visibility = lack of control: Users struggled to understand who sent what, and what actions were expected of them.
Strategic direction
We delivered a foundational research and concept study to shape the future of Digital Post. Through citizen interviews, stakeholder workshops, and journey mapping, we identified critical needs and opportunity spaces to guide further development.
Design outcomes
Personas and user journeys rooted in life context and accessibility needs
Concept directions focusing on tone of voice, notification control, and agency over communication
A co-created vision for how Digital Post can foster dignity, clarity, and trust
Impact
The work helped establish Digital Post as more than just a mail platform—it’s now part of a human-centered digital welfare state. Our insights laid the groundwork for future features that address complexity, inclusion, and emotional resonance in public communication.