For Jonas Frich, Associate Professor at the Department of Digital Design and Information Studies, School of Communication and Culture, Aarhus University, the new regulation represents more than a compliance requirement. It is an opportunity to drive innovation, improve user experiences and encourage more sustainable consumption.

The project, “The Digital Product Passport: From End-User Perspectives to Competitive Advantage”, has received funding from AU Connect+, a programme that supports researchers at Aarhus University in expanding collaborations with private and public-sector partners. The project brings together researchers, the consultancy IMPACT Commerce A/S, business clusters and several companies that are already developing Digital Product Passport pilot projects.

The first phase of the project used qualitative methods to investigate how consumers interact with Digital Product Passports, for example when purchasing a pair of shoes. The newly funded second phase will take a broader, data-driven approach.

The research team will build a comprehensive database of European companies that have already begun implementing Digital Product Passports.

- We will carry out a systematic mapping of user interfaces to examine the types of information companies include in their Digital Product Passports and how they present it, says Jonas Frich. 

- This will provide valuable inspiration for companies that are about to develop their own solutions. It could involve a QR code or an NFC chip that directs consumers to a mobile-friendly website containing information about the product, he says.

Supporting more sustainable choices

The database will allow the researchers to document emerging industry practices and identify current design trends. In doing so, the project aims to provide knowledge that can help shape the future design of Digital Product Passports across Europe.

Jonas Frich hopes that companies will view the Digital Product Passport as more than a regulatory obligation.

- The final legislation has not yet been completed, so it will be interesting to see how the Digital Product Passport develops. It is important that it creates value for businesses as well as for consumers. We need user interfaces that are intuitive and accessible, so they can support people in making more sustainable choices, he says.

The project has received DKK 249,000 from AU Connect+ and will run until June 2027.

AU Connect+ is available only to researchers who have previously received funding from AU Connect to establish a collaboration and are now seeking to continue and further develop it.

Facts: The Digital Product Passport

• The Digital Product Passport (DPP) is a digital record containing information about a product, such as its origin, materials, manufacturing process, environmental footprint, repair options and user instructions.
• The DPP is a key element of the EU's efforts to promote a circular economy by ensuring that products are designed and manufactured with their entire life cycle in mind.
• The EU's technical standards for the Digital Product Passport are expected to be adopted in 2026.
• Product-specific DPP requirements are expected to be introduced gradually from 2027 across a range of sectors through to 2030. 

Read more about the first phase of the Digital Product Passport project.

 Contact

Jonas Frich
Associate Professor at the Department of Digital Design and Information Studies
School of Communication and Culture
Aarhus University
Email: [email protected]