When discussing digital transformation, the focus often shifts towards technological infrastructure, data security, and cost efficiency. But what about the human experience? User Experience (UX) is often overlooked, yet it is one of the most critical components of successful digitalisation, particularly in the public sector. Having worked extensively on Denmark's public digital platforms, including apps like the Digital Driver’s License, the Danish Health Card, and the Coronapass, there’s a crucial lesson here for the UK: UX is the key to building services that citizens will not only use but trust.

Denmark’s journey: A case study in UX excellence

Denmark’s digital transformation has been nothing short of remarkable. With a population of just under six million, the country has embraced user-centric design in public services, focusing on simplicity, accessibility, and efficiency. Signifly has had the privilege of contributing to this journey, working on key government apps and platforms. From designing the concept and UX for the Danish Health Card app to building the Coronapass during the pandemic, these projects show how good UX can create trust, drive adoption, and make services more inclusive.

Take sundhed.dk, for example. This digital health platform serves as a one-stop shop for Danish citizens to access their medical records, prescriptions, and even book appointments. Through a relentless focus on UX, sundhed.dk became not just a tool but a trusted companion in managing personal health—a feat that would have been impossible without understanding the end-user at every touchpoint.

Similarly, Denmark’s Digital Driver’s License app goes beyond the basic function of proving identity on the road. It’s an intuitive, secure, and highly accessible app that makes something as mundane as carrying a driver’s licence a seamless digital experience.

Why UX should be a priority for the UK

When we compare the UK's approach to public sector digitalisation, the gap is evident. Although the UK has made strides with initiatives like GOV.UK and the NHS app, they often fall short of the seamless, user-friendly experiences seen in Denmark and other Nordic countries. The primary issue? UX is still not a central focus in many UK public digital services.

The UK can certainly benefit from a shift in mindset. For instance, the complexity of navigating the NHS app or booking healthcare appointments could be drastically simplified by adopting more user-centric design principles; we all remember fumbling through our phones to get the right travel pass in the NHS app… it really wasn’t fit for purpose. Denmark’s success lies in its ability to put the user first, ensuring that citizens of all ages, abilities, and tech-savviness levels can easily navigate essential services.

UX: The key to citizen trust and engagement

Trust is a major barrier in the adoption of digital public services. Citizens need to feel confident that their data is secure and that the platform is reliable. Good UX plays a critical role here—it builds trust by making services intuitive, reducing friction, and providing seamless interactions.

For Denmark’s Coronapass, user-friendly design meant that millions of citizens quickly adopted the app during a time of crisis, contributing to the country’s effective pandemic response.

The UK has a unique opportunity to learn from Denmark's success. By making UX a cornerstone of its digital public services, the UK can not only improve user satisfaction but also build trust and engagement, which are essential for long-term success.

As we look towards the future, it’s clear that public sector digitalisation cannot succeed without a strong focus on UX. Denmark's experience proves that when services are built around the user, adoption rates soar, trust is gained, and ultimately, the entire system benefits. The UK has much to gain from integrating these lessons into its own digital strategy. The question is not if the UK should prioritise UX in public services, but rather, how quickly it can begin doing so.

At Signifly, we’re proud to have played a part in Denmark’s digital transformation, and we look forward to helping other countries, including the UK, follow suit.