Telenor, digital security

IDA

HELLBLOM

DIGITAL SECURITY

Telenors new strategy to address growing concerns around digital security.

The brief & clients

Research & insights

Netsikker & problem formulation

Design process
& strategy

Operate call themselves a "Bureau of change" that besides being a strategically founded bureau with expertise in communication, more specifically works with helping clients to make tiny revolutions through consulting, analysis, and campaigns. These revolutions are done with the agenda of making the work of the clients more aligned with the values of todays' society. Operate’s clients include both public organizations, NGOs, foundations and private companies.

Operate’s and our clients for this project has been Telenor, who have asked for help to address a growing concern within the danish society and especially among 20-30 year olds - that of digital security. Many people in Denmark feel insecure in the face of increasing digitization, that plays an increasingly large role in their lives. Telenor wants to take responsibility to address this issue, both from a commercial perspective and as a responsible member of society.

My design-partner Ea Fredegaard Høll and I have for this project, given a proposal of a possible solution to this issue. Below is our process & final product, as well as our thoughts behind it.

What are the general feelings & thoughts around the concept of digital security within the target group? What are their experiences? And what does the general statistics say about it? Is there a difference between digital security and digital safety?

Those were the questions that catapulted our research journey, to which we wanted to base our main focus-points and problem formulation for the project. The following is a summarise of that:

RESEARCH

"Cybercrime is on the rise."

- FBI statistics

"Young adults
(19-34 years) spend on average 5h/day online." - Kulturministeriet

"87% of danes are missing knowledge of what to do, in case of experiencing fraud/abuse online."
- Netsikker

"61% of danes have experienced online fraud."
- Netsikker

INSIGHTS

"A general feeling of uncertainty, loneliness and shame around it."

"No safety-net to turn to, should something bad happen."

"Knowing at least one who has experienced something bad..."

MAIN FOCUS

"You are not alone in your experience. You are okay,
help excists."

In our research process, we found out about 'Netsikker', which is Telenors own attempt on an answer to the issue. As is it stands, Netsikkers works as an ad-on insurance with Telenors phone-subscriptions. Included are legal advice and help through an external hotline called HELP, money coverage if experiencing fraud, as well as an offer to get therapeutic help.

Me and Ea saw this as a brilliant take on the general sensus of 'taking responsibility' by being a care-provider of sorts, but also in line with of our defined main focus for the project. The issues though, we think, lays in how Netsikker is presented. Meaning its commercial and mascot: 'Bedste', but especially its 'informing' website and its conflicting nature being partly a paying product.

The following are the main problems we identified within that website:

1. The site includes great advice and personal anecdotes in relation to digital security, but always being underplayed by paying promotions for different Telenor products. What is free and what costs is unclear and misleading. Resulting in confusion regarding Telenors agenda and values.

2. ..and in relation to that, the domain-name: https://shop.netsikker.dk

3. No real visual language throughout the websites. The ones used are also not conveying the accompanying texts and articles that are important and serious in nature.

4. Having several hotline/customer service numbers, that are related but also slightly different. Taking the step to seek help should be easy and straightforward no?

Using what can be called "design thinking" - how might we take the recourses Telenor already have, in this case Netsikker, but use (re-strategize/re-design) it in a different way that might help Telenor and clients alike? So that Telenor might attain the status of a reliable and honest source for help within digital security that as a result, provides the target group a bigger sense of safety and confidence navigating the web.

PROBLEM FORMULATION

How can we lift 'Netsikker' from being a commercial product from Telenor, to also being a platform where the target-group; 20-30 year olds, can find guidance, support & help within digital security?

1. Define and dissect the different parts presented on the website. What works and what does not? What possible new hierarki and visual language could convey Netsikkers real values the best?

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2. Strategy: deviding the offers of Netsikker into payment-required and non-cost offers. This clearer communication and transparency underlines that Telenor wants to provide real help and not only on the condition of money.

TELENOR

Product

NETSIKKER

Insurance

NETSIKKERHED

First aid

2.2 Strategy: additionally, gathering all existing customer-service numbers into one overall Hotline. Asking for help in the fist place can be difficult. It should therefore be Telenors responsibility to meet the customer where they're standing and guide them to the right place for further assistance.

3. Visual language: experimenting and working further with the existing elements from Telenor & Netsikker that show promise and works in the favour of conveying seriousness and empathy, as well as useful in differentiate the brands: Telenor, Netsikker & Netsikkerhed.

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2.2 Visual language: taking the line-art symbol design used sparingly in the original website and scaling it up, creating a visual universe. This is also as to give form to the personal anecdotes, mentioned but not showcased properly before at the site.