Morten Winther

Seamless log-in & user administration

Improving the log-in experience on public portals for Danish citizens and business users.


  • Client

    Danish Agency of Digitisation

  • Year

    2016 · Charlie Tango

  • My role

    Lead UX designer

Denmark is one of the most digitized countries in the world. With one common log-in solution (NemID), Danes can access all public portals, online banking, and self-service solutions to apply for benefits, enroll their children to schools, or interact with civic organizations. Still, improvements to this infrastructure are needed to ensure seamless user experiences and easy-to-use digital solutions.

The challenge & outcome

Improve the log-in experience to create seamless and coherent flows across different portals. Also, create a better online solution for creating and maintaning user profiles. Through an iterative and insight-driven design process, I created UX principles and detailed concepts for the next generation of the Danish IT infrastructure.
  • Scoping and process planning.
  • User research.
  • UX principles.
  • Prototyping.
  • Co-creation facilitation.

"Morten is the best UXer I have ever met, and I have met quite a few. Like the best of his colleagues, his commitment to the needs of the users is unfailing, but what makes Morten stand out, is the quality of his suggestions. His solutions are a perfect mix of creativity and a sense of what is realistic, in terms of cost and what is technically possible."

Carsten Ingerslev, Head of department, Danish Business Authority

  • 01 Process
  • 02 User insights
  • 03 Design iterations
  • 04 Log-in and user profiles

01Concept refinement
through iterative processes

Main activities in the project

  • Continuous user involvement, research, and testing: Interviews, observations and "support eavesdropping".
  • Empathy-driven narratives about current user pains.
  • Cross-disciplinary co-creation workshops (business, IT, legal).
  • Iterative concept development, wireframing and prototyping.
  • Test and concept refinements
  • Management presentations and decision proposals.

pain points

To understand how the log-in and user administration could be improved, we conducted qualitative interviews with four citizens and six businesses. The sessions were 1.5 - 2 hours long and were facilitated as open-ended interviews. Each session focused on specific user scenarios that the participants were familiar with. On a computer, the participants would walk us through their interactions and pain points.

Below are a few selected key insights.
"Why can't [log in] be more like online banking. It's so frustrating that something that should be simple just isn't working."
Log-in modules are inconsistent across portals.
Log-in status is not always shown in the UI.
Log-in is not integrated in the portals.
User administration is extremely cumbersome for businesses.
People borrow credentials from others for convenience (security issue).

03Design explorations
and iterations

To remedy the pain points identified in the user research, we explored a range of different concepts and ideas. I iteratively qualified the concepts by sharing them with key stakeholders who critiqued the work. For each iteration, new details and vital aspects were added to the wireframes.

04Model for user profiles
and seamless log-in

One of the major issues in the current version is the lack of flexibility in user profiles. As a business owner of a small business, it might be useful to use the same login credentials that it used as a citizen, whereas larger organizations may require all employees to use a company profile.

The wording and interfaces in the current infrastructure are highly technical and are hard to understand for most people. To deal with this, I created a new model for the relationship between a person and her user profiles.

The final result is a concept for how to implement a coherent log-in flow across different portals. The emphasis was on recognizability, flexibility in profile selection, and adaptability to all platforms.

A coherent login module should be used across all publis portals.
Naturally, login should work flawlessly on mobile.
A user can choose between relevant profiles specific to the given portal.

The Danish Agency of Digitisation is now finishing the tenders for the next generation of the infrastructure components. Within a few years, I hope to see the principles and concepts integrated in the new solutions.
Read more here