KPN
Live TV and on demand, on every screen, perfectly in sync
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KPN is one of the Netherlands’ largest telecom and TV providers. But its TV offering was caught in a traditional value chain, with rising costs and a declining customer experience reinforcing each other. Instead of competing on content, KPN saw another opportunity: becoming the connecting platform that brings the best of live TV and on demand together in one place, on every device.
In brief
2.7 mln
customers in the Netherlands
80+
customers in our research
25+
test
Our contribution
With a team of five designers, we designed the interface for an entirely new KPN TV platform, built to work on almost any device: KPN’s own TV receiver, smart TVs, Android and iOS devices, mobile browsers, laptops and desktops. We started by analysing the complete customer journey, combining quantitative and qualitative user research.
To shape the platform’s content structure, we ran open card sorting sessions with more than 80 KPN customers. They grouped and labelled around 100 titles, from films and series to sports, talent shows, nature programmes and children’s series. Their input shaped the platform’s main content categories, making it much easier for viewers to find the right content.
In practice
High-quality thumbnails and previews throughout the platform, seamlessly integrated into the interface. No text overlays, with careful attention to viewing distance, scale and brightness.
A true cross-device experience. Whether you’re watching on a smart TV, mobile, tablet, PC, Chromecast or AirPlay, the look and feel stays consistent. When you switch devices, your video continues exactly where you left off.
A powerful search experience that stays in sync across every device, designed for viewers who don’t yet know what they want to watch. Easy to use for both younger and older audiences, with a careful balance between live TV and on-demand content.
Strategy
To respond to pressure in the TV market, KPN explored four possible directions: leave the market, produce its own content like VodafoneZiggo, acquire major content providers like Comcast did with NBC and Sky, or become the connecting platform between viewers and content providers. KPN chose the last option: partnering with global providers such as Netflix instead of investing heavily in its own content.
The idea was simple: if KPN TV creates value for its content partners, they stay. And that helps attract and retain viewers. Our role was to give partners like HBO, Pathé Thuis and Amazon Prime a strong presence, while keeping their content available and easy to find. If viewers can’t find what they want, switching to a competing platform is easy.
Turn complex products into intuitive experiences
From research to interface, we design digital products people instantly understand.
