Bringing Copenhagen’s Metro Closer to the City
Service
Web Design
Location
Aarhus / Copenhagen
Year
2022
Designer
Client
Københavns Metro
Team
1508 x Knowit
From Information Overload to Effortless Travel
Users found the existing digital experience difficult to navigate, while the website lacked a clear structure for balancing practical information with engaging content.
The project required more than a visual redesign. As part of a broader digital transformation, m.dk needed a clearly defined role within Metroselskabet’s digital ecosystem.
Corporate communication and information about construction projects remained important, but were moved to separate platforms. This allowed m.dk to focus entirely on passengers—providing timely operational updates, solving practical travel needs and connecting people with the life of the city.
Designing Around the Moment
A passenger might be a daily commuter, a tourist, a new resident, a neighbour to a construction site or simply someone looking for inspiration. Each situation creates different needs, priorities and expectations.
Through interviews, workshops and user-data analysis, we mapped these needs and translated them into a clear information architecture. The design was tested and refined continuously with users throughout the process.
Working within the Metro’s established brand framework, we developed a digital expression that feels both familiar and contemporary.
A platform that informs and inspires
The new m.dk is built around two complementary purposes:
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Efficient problem-solving: Fast access to live service updates, stations, journey planning and customer support
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Urban inspiration: Content that helps passengers discover places, experiences and activities connected by the Metro
Recognisable elements from the physical Metro experience were translated into the digital interface. The iconic line colours, Metro map and patterns of movement inspired the platform’s graphic principles, animations and micro-interactions.
This creates continuity between the physical and digital journey while giving the brand a fresh and engaging online expression.
Built to Move
With the City
The redesigned platform delivers a responsive and scalable experience across mobile and desktop.
It now generates more than 1.5 million monthly page views and features over 200 editorial articles connecting urban experiences with individual Metro stations. Live operational information is updated every minute through an API integration, helping passengers access relevant information when they need it most.
The solution forms part of a shared technical platform supporting three distinct websites, each with its own role and identity. This gives Metroselskabet a faster, more stable and flexible digital foundation that can evolve alongside the city and its passengers.
The result is more than a new website. It is a user-centred digital service that makes travelling easier, brings Copenhagen’s experiences closer and strengthens the Metro’s role as an integrated part of city life.
