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.
02Understanding the letters as part of a journey
User journeys to identify issues
To get an understanding of how to improve the letters, we wanted to get insights into the user's perspective. But instead of only zooming in on the individual letters, we also wanted to look at their entire user journeys and interactions across touchpoints. Together with the client, we selected two of their business areas as a beginning point for exploring new potentials and concepts. Based on the user workshops we created "gross" user journeys that showed all the potential steps and interactions a user can have with the chosen business areas. This allowed us to highlight challenges and possibilities in their current service processes.
Understanding content through the eyes of the users
Besides looking at the participants' journeys, we also asked them to look at and read through letters. This was helpful to identify specific wordings and concepts that were difficult to understand. But maybe, more importantly, it helped us understand how people perceive letters from public authorities as old-school and unnecessarily complicated.
03Deconstruction of letters to create content taxonomy!
Analyzing the content of 600+ letters
To get a better understanding of the actual content, we analyzed more than 600 letters, which we divided into overall categories. Then we deconstructed the letters to get a sense of the different types of content blocks
Based on the analysis we developed a categorization of the letters based on the overall purpose and content. This turned out to be an essential tool throughout the project. The client quickly adopted to terminology (eg. "notifications", "blocking letters") and is used widely in the organization today.
Deconstructing letters into content blocks.
04Kill the letter. Design for flexible interactions!
Interactive messages tomorrow
We presented to clients with concepts that could be quickly implemented as well as more long-term concepts that required collaboration with other actors in the Danish public sector. For both types of concepts, it was essential to leave "the letter" metaphor behind and instead design based on digital conventions. The short-term concepts, therefore, revolved around creating interactive messages with focus on buttons, CTA, and action-oriented language. Another essential component was to use existing data about the citizens to target the content to the individual's specific situation.
Rethinking the platform landscape
To make their communication truly digital, we recommended them to rethink their entire platform landscape and reconsider which content should be distributed where. Inspired by omnichannel strategies, we wanted them to think in platform-independent communication, where data and information can be dynamically presented across platforms. To exemplify how they could achieve this flexible communication we drew up flows to show how incoming and outgoing data should be processed by an intelligent "motor" depending on the user's situation. To achieve this, rules for the motor must be created, which we highly recommended them to do based on the taxonomy, we developed in the project.