Rejsekort & Rejseplan A/S, the industry-owned company responsible for public transport ticketing in Denmark, found itself at a crossroads: its existing card-based ticketing system was nearing the end of its lifecycle and required a modern replacement. The traditional path might have been to issue a lengthy RFP and commit to a nationwide deployment of thousands of updated devices—an approach that often results in complexity and delays.
Instead, Rejsekort & Rejseplan A/S took a bold, user-centred route: it explored the feasibility of a mobile-first approach to revolutionise ticketing in the country. Through a methodical, stepwise process, the organisation tested the waters with a large-scale pilot in 2022. The results spoke for themselves.
Fast-forward to September 2024: the new Rejsekort app was rolled out nationwide, gradually replacing the legacy system set to be fully phased out by 2026. It took just six months from contract signing to national launch — an impressive feat in public transport innovation. While the new system is mobile-first by design, it remains inclusive: ensuring accessibility for people without smartphones or bank cards, and respecting the needs of those who prefer to travel anonymously.