Optimising KPN’s trade-in program to increase return rates of hibernating phones
F.F.M. van Gool (TU Delft - Industrial Design Engineering)
R. Mugge – Mentor (TU Delft - Industrial Design Engineering)
M.J.J. Buijs – Graduation committee member (TU Delft - Industrial Design Engineering)
M. Kamminga – Graduation committee member
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Abstract
The growing problem of electronic waste and smartphone hibernation presents a critical challenge to sustainability efforts in the telecom industry, particularly due to the loss of critical raw materials. While many consumers express environmental concerns, their behaviour often does not reflect these concerns, especially when it comes to returning old smartphones. This graduation project explores how to bridge the gap between consumer intention and sustainable action, with a specific focus on improving KPN’s trade-in system.
The project shows that many consumers keep unused smartphones at home, often due to emotional attachment, concerns about data security, and unclear or inconvenient return processes. Although trade-in programs are available, participation remains low because consumers see little value in them and the systems lack visibility. Additionally, the current systems are focused mainly on short-term financial gain, without creating meaningful or lasting improvements in return habits. To address these challenges, the project uses a strategic product design approach that improves the return experience by increasing convenience, trust, and clarity.
Through extensive market, empirical and consumer research, including literature reviews, surveys and expert interviews, the project highlights a significant “attitude–behaviour gap.” To close this gap, a multifaceted design strategy has been created. Focusing on making divestment intuitive, trustworthy, and rewarding.
The final design strategy is delivered as a technical roadmap and presents three horizons:
Horizon 1 introduces a rebranded return program, including optimised return and repair logistics. The program focuses on accessibility, emotional reassurance, and increased visibility through physical touch points and media channels.
Horizon 2 uses AI and customer data to personalise customer journeys, providing real-time insights, feedback, personalised nudging and tangible impact to encourage sustainable actions at key moments.
Horizon 3 proposes a shift from an ownership toward an access-based model in which KPN gets ownership of devices. This shift is able to provide fully managed device lifecycles and ensure end-of-life returns. This access-based model is can provide circular use cycles through refurbishment and recycling.
This multifaceted strategy supports sustainable operations and aligns with KPN’s sustainability goals. By shifting mindsets and facilitating habit formation, it contributes to long-term behavioural change and an industry transformation. The strategy encourages consumers to see smartphone return not as a barrier, but as a meaningful and socially responsible action, motivating higher return rates, reduced e-waste, and a more circular economy.
This is the link to my showcase website: https://fienvangool.jimdosite.com/