I’m from the (local) government and I’m here to help
The city of Oslo has a vision of meeting the citizens’ needs without them having to seek it out. One element in this work is the service “proactive messages” that sends citizens important information at life events like having children or moving, or when more daily occurences is planned in the neighborhood, like construction work.
But receiving e-mail you haven’t asked for is not always a positive experience. We learned how the city has worked iteratively to create a personal and useful, but non-intrusive experience for its citizens.