From difficult questions to easier conversations
From difficult questions to easier conversations
From difficult questions to easier conversations
Client
Sex & Samfund
The Sex Line (Sexlinien) needed to get closer to the digital reality of young people.
For Sex & Samfund (Sex & Society), we redesigned the platform from scratch with a clear identity, a dialogue-based design, and a visual language that makes it easier to find help and talk about sex and the body.
Client
Sex & Samfund
The Sex Line (Sexlinien) needed to get closer to the digital reality of young people.
For Sex & Samfund (Sex & Society), we redesigned the platform from scratch with a clear identity, a dialogue-based design, and a visual language that makes it easier to find help and talk about sex and the body.
Client
Sex & Samfund
The Sex Line (Sexlinien) needed to get closer to the digital reality of young people.
For Sex & Samfund (Sex & Society), we redesigned the platform from scratch with a clear identity, a dialogue-based design, and a visual language that makes it easier to find help and talk about sex and the body.
Challenge
Young people between 15 and 25 years old live digitally in chats, feeds, and apps. But Sexlinien.dk was built as a classic counseling tool with search fields, text-heavy language, and low UX.
This created a gap from the way the target group actually seeks knowledge and help. At the same time, images and video historically presented concrete challenges, while the traditional advice column was separated from the other counseling services. This meant that young people had to apply to a new place if they wanted to use the advice column, even though the content itself was relevant and valuable.
There was also a need to make the relationship between Sexlinien and Sex & Samfund clearer. Sexlinien needed to have its own identity and speak directly to young people, without losing the connection to Sex & Samfund.
The task was therefore bigger than just designing a new website. Sexlinien had to be rethought as digital counseling for a new generation.
Challenge
Young people between 15 and 25 years old live digitally in chats, feeds, and apps. But Sexlinien.dk was built as a classic counseling tool with search fields, text-heavy language, and low UX.
This created a gap from the way the target group actually seeks knowledge and help. At the same time, images and video historically presented concrete challenges, while the traditional advice column was separated from the other counseling services. This meant that young people had to apply to a new place if they wanted to use the advice column, even though the content itself was relevant and valuable.
There was also a need to make the relationship between Sexlinien and Sex & Samfund clearer. Sexlinien needed to have its own identity and speak directly to young people, without losing the connection to Sex & Samfund.
The task was therefore bigger than just designing a new website. Sexlinien had to be rethought as digital counseling for a new generation.
Young people between 15 and 25 years old live digitally in chats, feeds, and apps. But Sexlinien.dk was built as a classic counseling tool with search fields, text-heavy language, and low UX.
This created a gap from the way the target group actually seeks knowledge and help. At the same time, images and video historically presented concrete challenges, while the traditional advice column was separated from the other counseling services. This meant that young people had to apply to a new place if they wanted to use the advice column, even though the content itself was relevant and valuable.
There was also a need to make the relationship between Sexlinien and Sex & Samfund clearer. Sexlinien needed to have its own identity and speak directly to young people, without losing the connection to Sex & Samfund.
The task was therefore bigger than just designing a new website. Sexlinien had to be rethought as digital counseling for a new generation.
Solution
We began with the foundation and established a clear brand architecture where Sexlinien has its own space, but still maintains a distinct connection to Sex & Samfund.
Next, we developed a design strategy focusing on young people's digital behavior. Instead of building yet another website centered around pages and search fields, the experience was conceived as a dialogue. It should feel less like clicking something open and more like being helped along the way.
Together with Basechat, we consolidated the counseling and the advice column so that young people no longer have to switch entry points to ask a question. At the same time, the existing and valuable content from the advice column can be better utilized within the overall counseling experience.
Photos were replaced by illustrations and icons, and Sexlinien got its own emoji library. This gives the platform a recognizable visual language and makes it easier to communicate about topics that might otherwise quickly feel embarrassing or awkward.
At the same time, we developed a content strategy with clear categories and microcopy, so users can quickly understand what they are encountering and find the help that suits their situation.
This is a more precise formulation of the client's point and at the same time a stronger case study because the value becomes clear: one more coherent path into the counseling service and better utilization of the content Sexlinien already had. It also aligns better with Forte Advice's focus on coherent customer journeys and on making complex experiences simpler for the user.
Solution
We began with the foundation and established a clear brand architecture where Sexlinien has its own space, but still maintains a distinct connection to Sex & Samfund.
Next, we developed a design strategy focusing on young people's digital behavior. Instead of building yet another website centered around pages and search fields, the experience was conceived as a dialogue. It should feel less like clicking something open and more like being helped along the way.
Together with Basechat, we consolidated the counseling and the advice column so that young people no longer have to switch entry points to ask a question. At the same time, the existing and valuable content from the advice column can be better utilized within the overall counseling experience.
Photos were replaced by illustrations and icons, and Sexlinien got its own emoji library. This gives the platform a recognizable visual language and makes it easier to communicate about topics that might otherwise quickly feel embarrassing or awkward.
At the same time, we developed a content strategy with clear categories and microcopy, so users can quickly understand what they are encountering and find the help that suits their situation.
This is a more precise formulation of the client's point and at the same time a stronger case study because the value becomes clear: one more coherent path into the counseling service and better utilization of the content Sexlinien already had. It also aligns better with Forte Advice's focus on coherent customer journeys and on making complex experiences simpler for the user.
We began with the foundation and established a clear brand architecture where Sexlinien has its own space, but still maintains a distinct connection to Sex & Samfund.
Next, we developed a design strategy focusing on young people's digital behavior. Instead of building yet another website centered around pages and search fields, the experience was conceived as a dialogue. It should feel less like clicking something open and more like being helped along the way.
Together with Basechat, we consolidated the counseling and the advice column so that young people no longer have to switch entry points to ask a question. At the same time, the existing and valuable content from the advice column can be better utilized within the overall counseling experience.
Photos were replaced by illustrations and icons, and Sexlinien got its own emoji library. This gives the platform a recognizable visual language and makes it easier to communicate about topics that might otherwise quickly feel embarrassing or awkward.
At the same time, we developed a content strategy with clear categories and microcopy, so users can quickly understand what they are encountering and find the help that suits their situation.
This is a more precise formulation of the client's point and at the same time a stronger case study because the value becomes clear: one more coherent path into the counseling service and better utilization of the content Sexlinien already had. It also aligns better with Forte Advice's focus on coherent customer journeys and on making complex experiences simpler for the user.
Results
The new Sexlinien.dk is live on Umbraco with a digital experience built for the young people who actually need to use it.
Chat and telephone counseling have been given a central place, and the new content structure makes it easier to decode and navigate the advice. At the same time, Sex & Samfund has received a design system and a strategic foundation that can be reused across the organization's other sub-brands.
And the development can continue. The ambition is to make the experience even more dialogue-based with AI, so that in the long term, young people can engage in dialogue with the content and be guided further to a human counselor when their situation calls for it.
Results
The new Sexlinien.dk is live on Umbraco with a digital experience built for the young people who actually need to use it.
Chat and telephone counseling have been given a central place, and the new content structure makes it easier to decode and navigate the advice. At the same time, Sex & Samfund has received a design system and a strategic foundation that can be reused across the organization's other sub-brands.
And the development can continue. The ambition is to make the experience even more dialogue-based with AI, so that in the long term, young people can engage in dialogue with the content and be guided further to a human counselor when their situation calls for it.
Results
The new Sexlinien.dk is live on Umbraco with a digital experience built for the young people who actually need to use it.
Chat and telephone counseling have been given a central place, and the new content structure makes it easier to decode and navigate the advice. At the same time, Sex & Samfund has received a design system and a strategic foundation that can be reused across the organization's other sub-brands.
And the development can continue. The ambition is to make the experience even more dialogue-based with AI, so that in the long term, young people can engage in dialogue with the content and be guided further to a human counselor when their situation calls for it.
Contact us
Karoline Lotz Jonassen
Head of Business Design
Contact us
Karoline Lotz Jonassen
Head of Business Design
Contact us
Karoline Lotz Jonassen
Head of Business Design
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