Dfc Casekpn Backbasev2
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Dfc Casekpn Backbasev2

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Design for Conversion

Design for Conversion

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Dfc Casekpn Backbasev2 Dfc Casekpn Backbasev2 Presentation Transcript

  • 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?