Morten Winther

Onboarding new businesses to the Danish IT infrastructure

Bringing siloed solutions together in one coherent — yet flexible — work flow.

Danish businesses can report taxes, apply for reimbursements, and communicate with public authorities through a plethora of online self-services and portals. When someone starts a new business, they need to onboard into this IT infrastructure. A task that is not in any way straightforward today.

The challenge & outcome

Conceptualize and define a new onboarding flow for new businesses. Create a useful flow for both inexperienced first-time entrepreneurs as well as pro admins in multinational enterprises.

The onboarding focuses on three vital components: Creating log-in credentials, setting administrative settings, and configuring the company's digital mailbox. Today, users do not receive clear instructions on how to do this, and each of the three solutions has its own independent onboarding flows.
  • Scoping and process planning.
  • User research and testing.
  • Co-creation facilitation.
  • Information architecture and flow charts.
  • Prototyping.
  • Quality assurance with IT and compliance

"I love that it's something you do in just one place. It feels pretty straightforward to do the setup like this."

"Jan", administrator in Danish enterprise (user test participant)

  • 01 Users as people
  • 02 UX direction
  • 03 Design iterations
  • 04 Data-based work flow

02Designing for business users:
It's still people in front of the screen

Beyond categorizing companies based on business demographics (number of employees, turnover, corporate setup, etc.), I insisted on focusing on the actual person sitting in front of the screen as the actual user. This person's level of IT experience, how they feel about their colleagues and other subtle dynamics will influence the user experience just as much as the demographics of their company.




Insights & pain points


The user research showed that the current solutions gave users many frustrations and confusions. The main pain point was the complete isolation of the three systems with no consistency in neither design nor wording.
#1
Login is too complicated
"Getting your login was a hell. It should just be a simple thing, but it's so complicated."
Systems are not coherent in wording, patterns, nor design
Setting up an administrator is confusing
Available data is not used to tailor the flow
#6
The flows are not fully digital
To complete the flow in the current version, some users have to print and physically sign documents.

02From 'terms and conditions'
to digital configuration

The main business goal for the Danish Agency of Digitisation was to obtain valid signatures on the terms and conditions for the IT systems from a larger number of new businesses in Denmark. However, to motivate business users to go through the flow, we had to identify what would be valuable for them. As such, I reframed the design problem:

How do we get the right signatures on TOCs
from all businesses in Denmark?

How do we help Danish businesses get
started with using the IT infrastructure?

I conceptualized this onboarding flow as a "Digital configuration of your new business" that would help people get started with the Danish public IT infrastructure. The flow is created as a self-service on the common portal for Danish businesses.


03Design explorations
and iterations

Once we had the overall concept of a self-service solution, we started mapping out the solution. Through co-creation sessions with key stakeholders, we identified the required data we needed from the businesses and started drawing up flows.

Based on the workshops, I created detailed wireframes, which was then iterated multiple times in collaboration with legal staff, IT architects, and business developers. For each iteration, we narrowed in on essential data fields, wording, and interactions.

04Tailoring the user flow
based on available data

To create a flow that is perceived as relevant and simple, I wanted to personalize the flow to the given users situation. So an individual entrepeneur is guided through a flow where she can do everything on her own, whereas an administrator in a large enterprise is sent through a flow that allows him to easily collaboarte with the CEO, who has to sign the terms.

To power this, we used data that was available in public databases. When a user logs in, we are able to match this to the company registry and determine if this user is allowed to sign on behalf of the company or not. I captured this in a flow chart that shows the user flow for different scenarios based on the available data.


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