Deutsche Telekom decided to target the growing segment of 50+ year-old users of fixed line telephones. Their R&D lab, T Labs, applied a user-driven design process, resulting in a successful fixed line telephone for elderly people.

The R&D department of Deutsche Telecom has a unit, called Tlabs, which is specialised in applying user-driven design methods on R&D problems.

T-Labs engaged 20 persons from the target group (50+ years old) to do a self observation, where they documented their calling habits, behaviours, desires and visions. Four people from the target group evaluated information architecture related to a telephone as well as the telephone navigation menu. Based on the user insights, the navigation menu was considered too complicated. The target group appreciates design, requiring the telephone to be a nicely-designed home appliance. The functions of the new telephone were reduced to basic functions with focus on voice telephony. The data from the study has been used to design specific features which appeal to the 50+ segment. There is direct access to main functions on the first menu level, three quick dial keys for important contacts, a large display with high contrast, a hard key for volume control during a conversation, visual indication of incoming calls by a light-emitting diode, and an elegant design combined with modern energy-efficient technology.

The phone was launched in September 2008. In addition to appealing to the elderly users, the phone became popular among the average family.

Source: FORA, 2009

For more details on this case, contact FORA at FORA@newnatureofinnovation.org.