morten winther

ATP Danish welfare services

Reinventing the letter.

Design of an omnichannel vision for the digital interactions between citizens and the Danish public sector.

What if the letters and notices from government agencies were easy-to-read, user-friendly, and interactive?

Together with Marie Køhnke, I created an ambitious vision and concepts for how the Danish public administration can leave behind dated communication patterns and truly embrace digital-first communication with citizens.

Morten is a true hybrid of professional competencies: A very inventive, methodically skilled, and analytically strong UX advisor with an impressive flair for visual design. On top of that, he has an extensive understanding of technology. In Morten, you have a creative person who can drive almost all aspects of digital product development as well as a person who loves to go thoroughly in depth with even small details.


01 — Process

User research, co-creation and content analyses

The initial concept phase was 6 months. During this process, we conducted user research, cross-disciplinary workshops, and analysed more than 600 current letters. This phase was concluded with a strategic concept pitch and management presentation. After this, we started implementation.

    Main activities in the project

  • Holistic service design, user journey mapping based on user research.
  • Deconstruction of 600+ existing letters.
  • Mapping of relevant IT systems.
  • Concept development for short-term improvement.
  • Concept visions for future communication strategy.
  • Mangement presentations for client and other relevant stakeholders.

02 — User involvement

Understanding the letters as part of a journey

We had a holistic approach to the project and wanted to understand not just the letters in isolation but as part of a larger communication context. To gain a better understanding of the user perspective, we held six co-creation sessions, each with 3-4 people. In these sessions, we mapped each of the participants' journey related to the business domain just as they were asked to critique specific letters.

03 — Letters, redesigned

Deconstructing letters to redesign structures and content.

One part of the project focused on improving the letters in the existing platform landscape. This meant creating concepts for responsive, interactive letters. To do this, we analyzed more than 600 letters, which we divided into overall categories. We then deconstructed a sample set of these letters to get a sense of the different types of content blocks.

04 — Kill the letter

Design for flexible interactions!

Beyond concepts that could be quickly implemented, we completely re-envisioned the communication between citizens and the public sector. o make their communication truly digital, we recommended them to rethink their entire platform landscape and reconsider what content should be distributed through which channels. Inspired by omnichannel strategies, we wanted them to think in platform-independent communication, where data and information can be dynamically presented across platforms.

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