2026
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KONE - Built to Flow
Public website renewal
Digital brand experience foundations
This Playbook plays the foundation for KONE’s future-ready digital experience. Through living examples, it shows how the KONE brand should look, move, engage and interact — setting the stage for how KONE connects with people in an increasingly digital world.
Adaptive experiences will transform how people interact with digital interfaces, and with brands. As artificial intelligence becomes an integral part of interface design, it won’t just enhance navigation; it will redefine the entire interaction model.
Digital experiences will continuously learn, adapt, and respond in real time, delivering personalized, intuitive, and proactive engagement. This marks a shift from static design to living, responsive systems that evolve with the user.
KONE’s website will be built for what’s next, an experience designed to flow. Just as KONE solutions enable seamless movement through buildings and cities, our digital touchpoints will move intuitively around each user.
Every interaction will feel effortless, guided by adaptive design that responds in real time. In this future, static interfaces give way to living systems, where flow isn’t a feature, it’s the foundation. Adaptivity won’t be optional; it will be the standard. The future is fluid, and KONE is ready.
The experience North Star
Built to Flow
Digital brand experience foundations
Elevating every journey with intelligent, adaptive experiences, Built to Flow, seamlessly around each user, intuitively anticipating their needs and empowering them to navigate with ease toward what matters most.
Imagine the effortless ease of stepping onto an escalator or into an elevator, effortless, instinctive, and fluid. That’s the experience we aim to replicate in KONE’s website and other digital spaces: one that intuitively moves with the user, eliminating friction and making every interaction feel as natural as the next step forward.
The website is designed to empower users at every stage of their journey by offering tailored, smart guidance, proven solutions, and future-shaping insights, all in one place.
Trust in the ride naturally grows into trust in the product, which then evolves into trust in the brand. When people don’t have to think about how they move, they move freely, and that is true flow.
Experience drivers
How the KONE brand shows up regardless of the touchpoint
The experience drivers: Sense of Flow, Sense of Life and Sense of Trust, serve as our compass when developing content and crafting experiences for any audience, across all touchpoints.
In the digital space, they enable us to create seamless, engaging, and dynamic experiences that not only fulfil functional needs but also elevate the KONE brand — ensuring it stands out as modern, innovative, and user-centric in every digital environment. Each driver shares core experience building blocks such as data usage, imagery, UX, motion, interaction, and tone of voice, yet expresses them in distinct ways to fulfill its unique purpose.
Sense of Flow
Familiar elements provide clear direction with intuitive UX, smooth navigation, and data-driven interactions that keep users moving forward effortlessly.
Sense of Life
Brings the experience to life with human-centred imagery, a warm, conversational tone, motion, and transparent, relatable data. These elements foster an emotional, engaging connection.
Sense of Trust
Builds confidence through grounded visuals, purposeful motion, honest communication, and transparent, user-controlled data, all working together to reinforce security and reliability.
Digital experience concept
Introducing KONE OS
KONE OS is your adaptive navigation partner, seamlessly guiding you from the moment you arrive on the website through every step of your journey.
KONE Operative system
Our concept for the website comes to life through our core element, the adaptive dock, which enables fluid navigation and a conversational interface that provides personalized insights and suggestions from the moment you arrive.
From the moment you land on the website, the KONE OS welcomes you and guides you through a personalized journey tailored to your needs. The adaptive dock serves as your reliable co-pilot, guiding you toward your desired outcome.
It creates an immersive, engaging experience that you can manually customize at any moment, or let the adaptive dock adjust based on your profile, enabling you to explore and discover KONE products and seamlessly connect with a human agent in your region.
KONE OS goes beyond the boundaries of the website, aligning with a vision of how people will interact with digital interfaces in the future — across screens, within virtual or synthetic realities, and in physical spaces such as an elevator with a voice-activated interface.
Other elements of the KONE OS such as data-driven visuals that are both reactive and interactive, leverage live data from KONE’s connected network, deliver more accurate and precise information. This not only further elevates the brand but also builds trust.
Adaptive dock: interaction patterns
EXPLORE
Let users move freely, intuitively, and playfully through the experience. Create a sense of momentum that keeps them engaged, sparks curiosity, and opens doors to new possibilities.
Content displayed should be: inspirational, visual, and welcoming. It should feel human and emotionally engaging, crafted to invite interaction and encourage exploration at every step.
FOCUS
Guide users from open exploration to a more purposeful, guided flow. Gently invite them to share their intent or role without pressure, allowing the experience to adapt to their needs.
Content should support this transition by being contextual, relevant, and goal-driven. It should dynamically adjust based on who the user is or what they’re trying to accomplish, framing their challenges in a way that naturally connects to KONE’s solutions.
IMMERSE
Support users with a meaningful flow of content and conversations that feel personal and relevant. Every interaction should speak directly to them, creating a sense of connection and purpose throughout their journey.
Content should embody this approach: inspirational, visual, and welcoming. It must be human and emotionally engaging, carefully designed to encourage exploration and invite deeper discovery.
A seamless digital experience
KONE in digital spaces
Live examples of the digital experience
Four key flows
Why we selected the four flows
Key flows are based on the most important jobs our customers need to get done. By focusing on what really matters for making everyday experiences smarter and more human.
LIFECYCLE NAVIGATOR
End‑to‑end guided flow from issue ID → education → solution selection → ROI overview → expert booking — bridging NBS, SER & MOD in one experience where possible.
INTELLIGENT EXPERT
A unified entry point blending Conversational AI, Expert‑on‑Demand routing and an intelligent FAQ/knowledge base that anticipates intent, triages questions and schedules calls with the right specialist.
REFERENCE LOCALIZER
A geo‑aware map + smart filter interface that curates global & local reference cases, testimonials and scrollytelling success stories.
INSIGHT HUB
Insights portal turning KONE data and insights into news, trends, sustainability benchmarks, and dashboards, offering both free teasers and premium tiers.
Figma prototype access
