CASE
COPENHAGEN METRO
From construction site to user experience: m.dk brings the city closer to its passengers
How the Metro’s digital face was transformed into an intuitive and inspiring platform with the user at its core
With more than 126 million passengers in 2024, the Copenhagen Metro has become the most widely used public transport system in the capital.
However, users struggled to navigate existing digital solutions, and m.dk lacked a clear structure that could support both practical needs and inspiration.
Metroselskabet was in the middle of a major transformation, where more than just a new website was required. m.dk needed to play a new role within Metroselskabet’s digital portfolio - with a clear focus on creating value for passengers.
Construction updates and corporate communication remain important parts of Metroselskabet’s communication, but these were separated from m.dk to make room for a solution focused on real-time operations and the pulse of the city as its natural focal points.
KNOWIT’S APPROACH
Designed around the user’s situation and needs
Knowit applied a user-centred approach, replacing traditional segmentation with mode-based thinking:
Are you a commuter? A neighbour to a construction site? A tourist? A newcomer? An urban explorer?
Through interviews, workshops and analysis of user data, the needs and expectations of different user modes were mapped. Design and information architecture were continuously tested and refined in close collaboration with users. Knowit was responsible for interpreting and unfolding the digital design within the framework of the Metro brand guide, developed by Urgent Agency.
The solution – a platform that solves problems and inspires
m.dk was transformed into an intuitive operations-driven platform, built around a clear duality:
- Efficient problem-solving: Fast access to service updates, stations, journey planning and customer service.
- Inspiration and city life: The Metro should not only get you safely to your destination - it should inspire you and connect you to everything that makes the city vibrant.
The design is rooted in the Metro’s familiar visual universe. Iconic line colours, the recognisable metro map and the system’s movement patterns have been translated into micro-interactions, animations and graphic principles. The result is strong recognition, combined with renewal, anchoring the digital journey in the physical Metro experience.
m.dk in numbers
- +1.5 million monthly page views
- 200+ city inspiration articles, linked to Metro stations
- Real-time service updates, refreshed every minute via API integration
- 100% responsive design across desktop and mobile
THE FUTURE
Strategic development focused on operations and relevance
In addition to being Metroselskabet’s Umbraco partner, Knowit is also responsible for developing the Agillic setup and has most recently delivered the Metro’s digital strategy, which forms the foundation for future digital initiatives.
We haven’t just received three new websites — we now have one unified, flexible solution that makes it easy to communicate with passengers, neighbours, partners and owners alike. The system is fast, stable and scalable, allowing us to adapt as the city — and our needs — continue to evolve.
Martin Kjelsbak
Senior Lead, Website
Want to see how the solution fits together?
m.dk is one part of a broader digital transformation at Metroselskabet, where Knowit has built three distinct websites on the same platform — each with its own purpose and identity.
Read also:
- dinletbane.dk – A newcomer with bold ambitions
- metroselskabet.dk – Scalable multisite architecture: one platform, three brands
Want to hear about the digital transformation possibilities in your organisation?
Reach out if you are looking for qualified sparring or would like to start a no-obligation dialogue about your ambitions and digital opportunities.
Ditte Brix
Senior Client Manager