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Dfc Casekpn Backbasev2


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Design for Conversion

Published in: Business
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Dfc Casekpn Backbasev2

  2. 2. Background - company <ul><li>KPN offers a high quality telephone, mobile TV and internet infra structure and content for B2C and B2B </li></ul><ul><li>Multiple audiences are offered multiple products </li></ul><ul><li>Core values: simplicity, personal, trust </li></ul>
  3. 3. Background - brand <ul><li>This case is about the main brand of KPN, (the company): KPN (the brand) </li></ul><ul><li>Dutch market (16 million people) </li></ul><ul><li>High quality </li></ul><ul><li>Telephone, internet, TV </li></ul><ul><li>Target audience: (young) adults 25- 45 </li></ul><ul><li>Lot of services (besides offering the infrastructure): </li></ul><ul><ul><li>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) </li></ul></ul><ul><li>KPN tries to service each customer on a individual basis, based on their (changing) individual needs, wherever they are </li></ul><ul><li>KPN wants to facilitate the changing needs of their audience </li></ul><ul><li>KPN want to give the customer what they want, not what KPN has to offer </li></ul><ul><li>KPN is the brand for personal flexibility </li></ul>
  4. 4. Background – the project <ul><li>KPN used to offer a startpage to all their customers called This was a portal where customers could check their webmail, organize their KPN services including content like newsfeeds, weather etc. </li></ul><ul><li> had a vast majority of frequent users </li></ul><ul><li>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 </li></ul><ul><li>KPN conducted numerous feedback sessions with customers and based on their input the idea for the new portal was born: </li></ul>
  5. 5. - 1 <ul><li>Portal/startpage for all KPN customers, but also accessible for all non-KPN customers </li></ul><ul><li>Objective: cross / upselling (get more out of your current customers) </li></ul><ul><li>Strategy: offer all customers one internet platform where they can </li></ul><ul><ul><li>Manage their subscriptions </li></ul></ul><ul><ul><li>Check their webmail </li></ul></ul><ul><ul><li>Personalize the items they would like to see at their startpage </li></ul></ul>
  6. 6. - 2 <ul><li>DESIGN </li></ul><ul><li>Accessible/understandable for broad target audience </li></ul><ul><li>Make personalization possible (colors, lay-out, content) </li></ul><ul><li>CONTENT </li></ul><ul><li>Personalized Newsfeeds </li></ul><ul><li>Webmail (not just KPN, but all your webmail) </li></ul><ul><li>Favorite personal links </li></ul><ul><li>Weather, traffic, finance etc. </li></ul><ul><li> A rich, personalized, user experience, but accessible for everyone </li></ul>
  7. 8. Customizable lay-out and content
  8. 9. <ul><li>Personalization </li></ul><ul><li>Manipulate layout with drag ‘n drop </li></ul><ul><li>Select background color </li></ul><ul><li>Modify content (type and quantity) </li></ul>
  9. 10. –The Challenge <ul><li>How to improve cross- and upselling of KPN services within the portal / dashboard paradigm? </li></ul><ul><ul><li>What consumer insights can be derived from rich dashboards? </li></ul></ul><ul><ul><li>How do you communicate commercial messages in a rich dashboard? (overcome banner blindness) </li></ul></ul><ul><ul><li>Self-service can be an important driver to increase cross- and upsell; How can you leverage the dashboard paradigm for self-service? </li></ul></ul>