The frustrations of installing ADSL
Many of KPN Telecom's customers ran into trouble when trying to connect and setup the modem for a product called 'InternetPlusBellen' (ADSL Internet and voice over IP). One of the company's previous strategies was to offer consumers the option to have the adsl connection installed by a professional. However, it seems a bit strange to offer your customer a product, and then have them paying to get it installed, because it is so complicated.

Making improvements where you can
A reason for KPN to try and improve the setup experience. However, the company does not develop the modems, splitters, etc; these products are usually purchased 'as is'. That is why the company setup a project to improve the do-it-yourself installation process of ADSL by changing what it could change: the manual, the packaging and the cables. The new kit features a quick reference card that folds out when you open the box, and all cables have been given color indications, which are referred to on the card. There is also an extended handbook and an installation CD in the package.

Bottom line: 30% fewer help-desk calls
The cooperation between KPN product house, design office Flex, human-centered design consultants P5, and the 2D-design firm Do Company seems to have paid off. In a test comparing the redesign to its predecessor, the customer group owning the “new” kit makes 30% less calls and experiences 30% less problems than customers owning the “old” kit. Why KPN cares so much? Because of the cost reduction. Every call to the help-desk costs them money. In the press release that Flex issued (hidden somewhere on their non-linkable flash-based website), it is mentioned that the savings for KPN because of this kit might run into the millions of euros. How is that for an ROI on usability?

Customers complimenting new design
The fact that KPN beliefs in this setup speaks from the fact that the installation kits of nearly all KPN brands are currently being reworked, based on this design. In addition the kit got a Red Dot Award, but what struck me most is that according to the press release, customers are still complimenting KPN on the new kit. How often have you complemented any company on an installation? The old non-usability mantra "We'll fix that in the manual" is put in a whole new perspective if the 'manual' looks as good as this.

Similar: Microsoft ergonomic keyboard
The project bears some resemblance to the treatment Microsoft gave its ergonomic keyboard, to prevent people from trying to use it without installing the drivers first. Although, I must admit, they were fixing a problem they caused themselves. KPN is making up for what their hardware suppliers did not deliver.