As digitalisation becomes a part of all areas of life, we should strengthen our focus on how to make technology about people.

Let creativity drive digitalisation

The digitalised, augmented, filtered world of healthcare, e-commerce, video games, entertainment and music as well as digitalised workflows, products and services is now the world we live in. More than ever, we need a human-centred approach so we can use and explore the vast possibilities offered by digitalisation in a meaningful way and make technology a helper, not a master.

Denmark ranks as one of the world’s most digitalised societies, with abundant high-speed internet access, digitalised public services, traceable food production, and a high level of e-commerce. Digital interfaces are almost universal, from public healthcare to banking services to paying for a cup of coffee.

The creative industries of Denmark have embraced digitalisation based on a solid platform of the Danish creative DNA. Danish creative companies have overwhelmingly focused, not on technology in itself, but rather on users.

The Danish creative approach has always been about human needs, a user-centric approach, about making things work in as simple and seamless a manner as possible. In a digital world this means focusing on solutions that make sense, feel significant, and evoke feelings, and on holistic solutions that work seamlessly for the user on their terms and not the other way around. It also means that you explore quirky ideas and challenge conventions – the Danish video games industry and independent music industry are examples of that.

Even though new technology is developing at a breathtaking pace, people are still people. In the digitalised home, people want easy-to-use products that are attractive and stylish. In a digitalised public sector, they want logical user flows that allow them to spend time on something other than red tape. As a consumer, they want to get a feel for the brands they shop for, the opportunity to experience a new fashion look through their device, or the confidence that their dinner has been responsibly farmed.

Let us start a conversation on how we can use creativity to change the way we think about digitalisation.

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