Delivering on the initial requirements of MitID would have meant settling for standard public design. However, from the outset, it was clear that serving nearly six million Danes, each with different backgrounds and needs, required a more thoughtful and context-specific solution. Determined to shape each detail to feel just right, my team and I put real user insight and tailored design at the centre of this challenge. We built our understanding by gathering and analysing current NemID data, conducting in-depth interviews across all ages and abilities, and running several rounds of user testing. These steps allowed us to identify what made people feel safe and the product easy to understand and use. Every key insight about trust, clarity, or a sense of security directly informed the functionality of the prototypes we developed and how we refined them. We wanted to move beyond what was merely acceptable or expected. Our goal was to deliver a distinct and engaging quality experience, something worthwhile for the 100+ million moments each month that would otherwise potentially be wasted. The aim was to build a "secure recognisable frame" that looked and felt the same for every user, no matter which service or sector they encountered it in. Making this change required more than design skill; it also meant leading tough conversations, backing up our recommendations with user insights, prototypes, and tests, and holding to principles of inclusion, clarity, and a sense of security in every key meeting. A clear example of this was a debate over allowing custom branding of MitID. It was brought up that service providers would appreciate seeing their logos, colours, and branding. However, our user testing revealed the opposite; users felt less secure and more confused when the MitID experience shifted from one brand to another. This insight was key evidence for stakeholders and supported the idea of a single, recognisable frame to maintain trust with those relying on us in their most sensitive moments.