The UI/UX Visual Identity Options for Digital Product Passports (DPPs), published by the CIRPASS-2 consortium, examines how information within DPPs can be presented and accessed by consumers. The report focuses on the consumer-facing interface and user experience of DPPs, considering how different approaches to visual identity, navigation and information presentation can balance regulatory requirements with usability, consumer engagement and the wider use of DPPs across the product lifecycle.  

Key takeaways

• Consumer experience is central to DPP adoption. The report highlights that the way DPP information is presented can affect transparency, usability, regulatory compliance and consumer engagement. It notes that consumers have shown limited interest in regulated product information when it is presented without a clear context.  
• DPPs can support consumers throughout the product lifecycle. Before purchase, consumers may use DPP information to compare products and gain reassurance, while after purchase it can support maintenance, repair, resale, non-conformity and end-of-life activities.  
• Four approaches to DPP visual identity are assessed. These range from a fully flexible, non-regulated interface to a commercial product page providing standardised access to regulated DPP information in one click.  
• A fully flexible approach could create fragmentation. While it provides flexibility for branding and different market contexts, the report identifies risks around inconsistent interfaces, reduced comparability, confusion between regulated and voluntary information, and potential manipulation or misinformation.  
• A fully standardised approach could restrict the wider DPP experience. A regulated landing page can support harmonisation, comparability and legal certainty, but may provide a more compliance-focused experience with less contextualisation, innovation and opportunity to connect consumers with wider product services. 
• Layered approaches seek to balance regulation and flexibility. Options 3 and 4 combine standardised access to regulated information with broader product experiences and services, including potential links to repair, resale and other lifecycle activities. 
• The recommendations emphasise consistency, accessibility and consumer testing. The authors recommend a common consumer UI/UX approach across product groups, accessibility requirements, testing different approaches with consumers, and further research into how AI assistants could influence shopping behaviour and interaction with DPP information.  

The report shows that DPP UI/UX is not only a question of how regulated information is displayed, but also of how consumers discover, understand and use that information. It points towards approaches that provide a recognisable and standardised regulatory component while retaining sufficient flexibility for product information, services and future developments.  

Read the entire report on CIRPASS2 website.