DSTN


Studio

Design

Create

DSTN x HU x KPN


Studio Design (Create)


March, 2020

KPN Coach

For this project I’ve had the opportunity to work for KPN, one of the well known Dutch telecom providers in The Netherlands. In collaboration with the HU University of Applied Sciences, KPN reached out to us with the goal to come up with a way to have more younger people subscribe for their KPN iTV: an online TV streaming service. 


My role in the group was 'Create', which in this case basically means Concept & Visual Designer. Together with a team of four, we've come up with an extra service that appeals to the younger generations.


The guiding principles for this goal are:

• to give a community feeling

• to inspire

• to connect

• personal growth

"Empowering Youth" are the central keywords for this concept. For the overall 'look and feel', we decided to go on ahead with the fashion theme and created different logos and poster iterations.


Back to basics


According to the feedback on our first concept presentation we were told that we didn't have a strong concept and were advised to go back to the drawing table.


We held an emergency meeting afterwards, but were having troubles coming up with a proper concept. We were suffering from brain-farts and felt a bit lost.


At one point I thought we needed to view things from a different perspective. I fetched sticky notes in two different colours. Yellow for (new) ideas and pink for a feeling or purpose.

A new path


The new brainstorm session has led us to a solid and strong concept that we (for now) named KPN Grow: an extra service available for KPN iTV customers who want to gain knowledge and learn successful techniques and tips on various themes and topics like fashion, music, design and more.


This would be offered in a series of episodes and presented by popular experts from different fields of expertise in a serious, intelligent and sometimes witty manner.


Logo 3.0 designs


Another ‘Create’ team member and I made some logo designs based on the concept and the word ‘grow’. The idea was to keep it simple enough for the viewer to understand what the offer is about.


Mine were the six logos on the left part. Out of the interviews with the target group, the logo on the top right of the image received the most votes.

First posters


The next step was to make some eye-catching promotional posters. Mine were the top three.


From the interviews with the target group, the bottom third (yellow one) received the most votes because it was playful.

First desktop

UI visuals


For the first Hi-Fi prototypes, we went along with the fashion theme and used the popular Dutch fashion design duo, Viktor & Rolf, as an example of experts who could be asked to share their wisdom.


As you can see, I've tried different variations concerning lay-out, typography, repeating and colour. As a group we decided to go for the right bottom part to continue with.


New turn


At some point during the project we decided to change the name of the concept to KPN Coach. From the second survey and interview results, it became clear that this name was a better fit for our concept.

Final poster designs


The other create team member carried on with a new look for the posters. This design was based on the first posters designs in combination with the goal for the logo 3.0 designs: simple + playful.

Final desktop

UI visuals


At the same time I’ve continued with the design for the desktop Hi-Fi prototype. I’ve made some changes in the colour use and lay-out. This way the overall design elements match and are consistent throughout.

App UI visuals


Next to the desktop version, I’ve also designed a prototype for the smartphone app.


Final Concept


KPN Coach. A platform where users can find masterclasses and learn techniques, tips and tricks given by different professionals on varied themes and subjects, such as fashion, music, design etc. This concept is accompanied by some eye-catching promotional designs.

Look & Feel

For this concept we've decided on creating a promo video as well.


Translated text in video

"It's hard to keep developing yourself in a world full of knowledge.

How do you keep broadening your horizons?

Connect your development with our masterclasses."