KPN regularly asked me in the period 2007 – 2019 as a Freelance Senior UX/UI Designer, for various B2C and B2B design projects. After I left my own web agency Supershift in 2007, I was soon asked by the Dutch telecom giant to help with the daily optimization of the KPN.com webshop. I worked on various projects, different (online) departments, and in varying teams.

Detail level conversion improvement
The telecom market appeals to me. New developments follow each other in quick succession. It is a dynamic market, with innovative products. In addition, there are few comparable webshops in the Netherlands. The teams are larger and consist of more specialists. This ensures that they can really look at the conversion improvement and the UX Design at a detailed level.

Improving customer journeys
Of course I did not work continuously at the telecom company during the aforementioned period. Sometimes I did completely different design projects for a year. But the goal was almost always the same; improve key customer journeys. From orientation pages and Product Detail pages to 'order flows'.

The role of Designer changes over the years

Web studio
The goal of the design projects was always the same. Helping the customer with online ordering. In 2007, the terms User Experience and User Interface were not widely used. At that time, those activities were also much more intertwined. All designers in the KPN Webstudio had the same job title. Projects were divided among themselves.

In 2019, that situation has changed drastically. UX Design is seen as its own specialism. Agile working with Scrum is the norm. My role in the Online Consumer Market team was much more that of UI/Visual Designer. Less analytical. And less focused on UX improvement and conversion improvement. More on the translation of campaigns. On 'beautiful pictures'.

Some important projects

Online introduction of Apple iPhones
Redesign of the most important customer journeys in the webshop with mobile phones
Introduction and online translation of a new brand style
Transition and phasing out of the Hi brand to parent company KPN
Redesign of the KPN Forum and KPN Blog.