”The Internet of Things – or IoT – offers huge business potentials that many companies have become aware of. At design-people we experience, however, that many companies see IoT as confusing and complex.
Who benefits when their product can be ‘remote controlled’ and exchanges data with ‘the cloud’ – and how? A design thinking process focusing on customer value makes IoT come right.

design-people has in recent years contributed to a range of cloud-based solutions for various companies. Both designing new IoT solutions, and optimizing business impact for existing ones – e.g. by improving communication around the customer benefits of an IoT solution.


Limited effort, big impact
In a recent collaboration with the Danish energy company “OK”, design-people has analysed the web marketing of the new OK App “Tank & Betal” (Fill Up & Pay). An IoT solution in which both the petrol pump and car wash are connected to the Internet and therefore can be operated remotely by the car driver. OK’s business developers were not yet happy with the download and use figures for their app. Especially they wondered at the low proportion of female users. design-people was invited to bring in their know-how in female responsive tech experiences and communication. Based on our analysis of the App user experience and the web communication, we brought in a number of suggestions for improving OK’s communication around the app.

“We learned that we should not tell how ‘smart’ the app is, but about the difference it makes in the everyday lives of users. We increased our focus on comfort and convenience for the user – e.g. that he or she can remain warm and safe in the car while it is being washed. After the workshop we tested a new improved version of our web communication – to our pleasant surprise it almost doubled the number of downloads on the test page”

— Mikkel Kaczmarek, responsible for digital business development at OK

The collaboration between OK and design-people has been continued with more extensive studies of user’s experiences and customer journeys around the patrol stations and the use of the OK app platform. The results are a growth in customer engagement on these platforms that are critical for OK’s competitive edge.


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Henrik Mathiassen
CEO, co-founder
+45 28 40 40 14

Some of our clients

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