DESIGN FOR CONVERSION

CASE : KPNVANDAAG.NL

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Background - company

KPN offers a high quality telephone, mobile TV and internet infra structure and content for B2C and B2B

Multiple audiences are offered multiple products

Core values: simplicity, personal, trust

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Background - brand

This case is about the main brand of KPN, (the company): KPN (the brand) Dutch market (16 million people) High quality Telephone, internet, TV Target audience: (young) adults 25- 45 Lot of services (besides offering the infrastructure):

– All kind of services that makes it easy to telephone, internet or watch TV (for example: Service at home: to solve issues at your home)

KPN tries to service each customer on a individual basis, based on their (changing) individual needs, wherever they are

KPN wants to facilitate the changing needs of their audience KPN want to give the customer what they want, not what KPN has to offer KPN is the brand for personal flexibility

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Background – the project

KPN used to offer a startpage to all their customers called Planet.nl. This was a portal where customers could check their webmail, organize their KPN services including content like newsfeeds, weather etc.

Planet.nl had a vast majority of frequent users

But based on a strategic decision to focus on the KPN brand and not to diversify with all kinds of small brands, KPN wanted to offer one portal, the KPN portal

KPN conducted numerous feedback sessions with customers and based on their input the idea for the new portal was born: KPNvandaag.nl

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KPNvandaag.nl - 1

Portal/startpage for all KPN customers, but also accessible for all non-KPN customers

Objective: cross / upselling (get more out of your current customers)

Strategy: offer all customers one internet platform where they can – Manage their subscriptions– Check their webmail– Personalize the items they would like to see at their startpage

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KPNvandaag.nl - 2

DESIGN

Accessible/understandable for broad target audience

Make personalization possible (colors, lay-out, content)

CONTENT

Personalized Newsfeeds

Webmail (not just KPN, but all your webmail)

Favorite personal links

Weather, traffic, finance etc.

A rich, personalized, user experience, but accessible for everyone

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Customizable lay-out and content

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Personalization• Manipulate layout with drag ‘n drop• Select background color• Modify content (type and quantity)

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KPNvandaag.nl –The Challenge

How to improve cross- and upselling of KPN services within the portal / dashboard paradigm?

– What consumer insights can be derived from rich dashboards?

– How do you communicate commercial messages in a rich dashboard? (overcome banner blindness)

– Self-service can be an important driver to increase cross- and upsell;How can you leverage the dashboard paradigm for self-service?