With a multidisciplinary KPN and Koos team, we conducted 18 in-depth interviews with customers who had been in a difficult financial situation with KPN. We decided to hold these interviews at the participants’ homes, as a trusted environment would enable us to gain deeper insight.
To provide KPN with a more empathic representation of the target group, we created a need-based segmentation. This resulted in a set of user behaviour profiles with ideated service concepts that resonated with their needs and habits, to the benefit of both the customers and KPN. These concepts were prototyped and validated in group sessions. The input and feedback led to a redesigned overall process.