Dfc Casekpn Backbasev2

DESIGN FOR CONVERSION CASE : KPNVANDAAG.NL

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

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

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

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

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

Customizable lay-out and content

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

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?

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Dfc Casekpn Backbasev2

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