The goal
Support citizens who are not digital natives in using online public administration services, overcoming technical barriers and specialist language. Make basic digital competencies accessible to a varied audience, with particular attention to those who came to digital tools out of necessity during the pandemic period.
Our response
A website organised around 8 thematic “Piazze” (Squares) — digital identity, health, public administration, business, security, education, work, mobility — each gathering operational guides connected to the main regional online services. An informal, direct register, supported by original illustrations, cartoons and a self-assessment test inspired by the magazine quizzes of the 1980s and 90s, to make the encounter with digital tools and platforms feel familiar.
Simplifying the complex
The project builds on the experience of “Connessi in Buona Compagnia” and adopts an approach that turns traditional technical logic on its head. The 8 Piazze organise content following the European framework for digital competencies, translating regulatory requirements and service features into intuitive pathways. The information architecture prioritises immediacy: practical guides, validated news, curated content that avoids jargon and walks users step by step through the discovery of digital services.
An editorial strategy for the regional digital ecosystem
The communication strategy defines a replicable editorial model that translates content from the Competenze Digitali site into formats suited to Tuscany Region’s Open Toscana social channels. Through a process of selection, condensing and adaptation, informative content is reorganised into text and visual posts for Facebook and X, maintaining thematic coherence and institutional recognition. The model enables structured, continuous distribution of information, integrating the project within the regional digital ecosystem.
