Public work

User-driven innovation of digital Denmark

User behavior, wishes & needs

The public sector pursues an ambitious digital agenda to ensure service improvements and savings through efficiency and increased digital communication with citizens and businesses. If ambitions are to be realized, there is a need for significantly improving the user experience in the public digital solutions and the users' overall service experience in general.

In2media occupies a leading position as advisor, concept developer and provider of user-centered services that solve specific, life proximate challenges for both citizens and authorities.

In2media's role

We help a wide range of key public organizations with strategic advice and consulting services and the development of user-friendly digital solutions. We are also part of partnerships with IT vendors and consulting firms and communications agencies, for example in conjunction with major public tenders.

In In2media we have thorough knowledge and understanding of the public sector and its framework conditions. Coupled with our capabilities in user involvement, concept development, UX / information architecture, design and mobile development, we are well equipped to solve complex tasks for the public sector.


Along with Digitaliseringsstyrelsen, Danske Regioner, KL, DJØF, KMD, and Rambøll, In2media is behind Digitaliseringsprisen which is an award that seeks to promote productive public digital solutions. 

Examples of our work in the public sector

Here are some examples of products that we have helped bring to market.

Danish Working Environment Authority

Throughout the second half of 2016 In2media contributed to the outline of a strategic scenario for developing a better working environment through digitisation.

The strategic scenario was based on insights from key stakeholders from a series of workshops and interviews. Based on the analysis In2media made a number of strategic initiatives and concepts with the aim of improving the working environment through supporting capacities and motivation in the companies.

In2media solved the task as subcontractor to Rambøll.

My absence due to sickness

We have developed the user interface for the self-service solution, where the ill person can submit information that underlies receiving sickness benefit. Furthermore, the user can follow his case history and inform about his/her recovery. In order to ensure an intuitive user experience, we have involved users in several stages, including interviews and user tests with employees, unemployed and self-employed. The solution is implemented by KMD on and purchased by KOMBIT.

We have implemented a number of projects for the Agency for Data Supply and Efficiency in the development of the common public data distributor - the entrance to the basic state data.

In a pre-analysis project, we established the basic framework and conditions for, including descriptions of target groups, scenarios, principles of user experience, information architecture etc. Based on a brand position analysis, we designed a visual identity for and a logo with a distinctive design that supports both the solution's values ​​and modular structure.

3. Generation nemid

As part of the Agency for Digitisation’s preparations for the next generation of NemID In2media has contributed on an analysis of user needs and wishes.

The analysis collects users' experience based on a series of workshops and interviews with different groups. Based on the analysis we have made a number of concepts and scenarios as inspiration for the upcoming 3. generation of NemID.

In2media solved the task as subcontractor to Rambøll.

Application for building permit

In connection with a major website project, we analyzed for Rudersdal Municipality the user journey concerning building permit. Through a touch point analysis, we identified selected user profile’s needs and behaviour and their experience and contacts with the municipality. Specifically, the task ended up in a series of recommendations on how Rudersdal Municipality could give citizens a better and more efficient digital service when applying for building permit.

Social media strategy

For the Competition and Consumer Agency we developed two social media strategies respectively for the Agency itself and Both strategies resulted in a number of specific recommendations on how the Agency should work with social media, compared to enhance communications with external stakeholders and selected target groups on communicate consumer information.

For more information:

Michael Bach Petersen