Human or Machine?
A part of the museum installation "Ambivalent Intelligens". An interactive learning experience with focus on AI.
I led the design of MIT DR - a personalisation concept for DR that puts users in control.
MIT DR offers transparency and trust in contrast to algorithm-driven platforms.
Client
DR
Skills
Product design
Stakeholder management
Interactive prototyping
User research & testing
My role
Design Lead
Timeline
Q1 2025 - Q2 2025
Team
A cross-disciplinary team from ITU, collaborating with DR's product owners.
Problem
Users currently encounter DR’s digital universe as fragmented, with TV, Lyd, and Nyheder existing in separate silos. Especially for younger audiences, this makes it difficult to navigate and to see the full value of DR’s offerings. At the same time, personalisation has become a standard in commercial platforms, but is often powered by opaque algorithms that compromise transparency and trust.
This tension opened a design space for us: how might DR offer personalisation that strengthens coherence across platforms, while remaining true to its role as a public service broadcaster?
Research
Insights are based on several hundred survey responses and follow-up interviews with young users.
Fragmented experience
Users experienced DR TV, Lyd, and Nyheder as excluded from each other.
Personalization with caution
Users wanted relevant and tailored content, but expressed skepticism toward a public service provider with algorithmic recommendations. Transparency and control were seen as essential because of DRs role as a public service provider.
Login as a barrier
Mandatory login was perceived as inconvenient, but could be accepted if it provided clear benefits like favorites, recommendations, or “continue watching.”
Trust as a differentiator
Unlike commercial platforms, DR was seen as a trusted source. Users expected DR to uphold transparency, neutrality, and public service values in its personalisation approach.
Young users seek relevance
The 25–31 age group expected a seamless, modern experience across platforms, similar to global streaming services, but still aligned with DR’s role as a public service provider.
Solution
MIT-DR is a unified entry point to DR’s digital universe, where onboarding gives users simple choices to personalise their experience while staying in full control.
One login across platforms
A single profile gives access to DR TV, Lyd, and Nyheder.
Personalized preferences
Users select their own topics and interests instead of being guided by algorithms.
Transparent personalization
Full control over what data is used and how recommendations are shaped.
Seamless cross-platform experience
Profile settings follow the user across devices and services.
Public service values intact
Personalization strengthens engagement without compromising trust or DR’s societal role.
