What

A design and service strategy for the next generation of beautiful and easy-to-use modems.

Why

In 2007, the modem was considered an unattractive and incomprehensible product, although often forcing itself into a prominent setting in peoples’ homes.

How

Through contextual interviews and photo-ethnography, we mapped the user experience from ordering, the day of delivery, during installation, when using the modem, until turning it off. The result was visualised with help from a Customer Journey Map. To find new opportunities we structured the mapped experience into a defined story. This research and ideation method resulted in unexpected design solutions.

About

Bredbandsbolaget offers high-speed broadband for internet access, telephony, digital TV and other services in Sweden. Today it has more than 475 000 connected households and businesses. This makes it the second largest broadband provider with 25 percent of the market. In the metropolitan areas, Bredbandsbolaget is number one.