Defined UX strategy for ŠKODA’s campaign site, using interactive storytelling to boost brand affinity by 43%.
Role: UX Designer, Copywriter
Tools: Figma, Photoshop, Illustrator
Duration: 3 weeks
Driven By Something Different
ŠKODA's "Driven By Something Different" celebrates individuality and self-expression. Collaborating with Paloma Faith, the campaign reimagined 'Make Your Own Kind of Music' as an anthem for those who go their own way and inspire confidence.
Challenge
ŠKODA faced a significant perception issue as they were often associated with uninspiring models thus limiting emotional engagement with younger audiences. My UX challenge was to reshape this narrative by designing an immersive experience that went beyond traditional car advertising. My goal was to create something that emotionally resonated with users, highlighted individuality, and invited exploration of the brand through a more relatable lens.
Approach
My UX strategy intended to continue repositioning ŠKODA as an unconventional, emotionally engaging brand by challenging design stereotypes. Through design thinking, I began to investigate independent-minded audience who were seeking brands that reflect their values and individuality.
One of my strategy objectives was to explore how storytelling and music could create emotional connections. The campaign leveraged Paloma Faith’s narrative as a focal point thus creating immersive storytelling that users could relate to.
Research & Insights
To be included in the UX strategy, I collaborated closely with the research team to develop a robust research framework. This included analysing brand perception across target audiences.
Key findings revealed a major disconnect between brand identity and public perception. While the brand had made significant strides, users continued to associate it with outdated models. This gap highlighted the need for a design solution that would authentically bridge perception thus making ŠKODA's digtial transformation visible and emotionally engaging.
Process
Working within an agile framework, I collaborated closely with the client and integrated insights from the prior research research to proactively address potential pain points before initiating design. This initial collaboration ensured that stakeholder alignment and user needs were at the forefront of my decisions.
I then developed wireframes that visualised the nteraction design across all necessary breakpoints. These wireframes established the foundational UX patterns, ensuring consistency and scalability.
I worked with the development team, where we rapidly built clickable prototypes. This enabled frequent usability testing and fast feedback loops, allowing me to create considered design iterations. This iterative approach ensured the final deliverable was visually appealing but also intuitive and user-validated.
Omnichannel experience
Ultimately, I designed an interactive microsite that allowed users to explore ŠKODA’s latest models while engaging with exclusive content from Paloma Faith’s journey. The experience was designed to be immersive with users getting the opportunity to create and share their own rendition of Make Your Own Kind of Music thus aligning the brand with self-expression.
This digital element was improved through social media integration across platforms such as Instagram Facebook. Interactive elements like exclusive video clips encouraged ongoing user engagement.
To extend the digital experience into the real world, the campaign also included ŠKODA test drive events, serving as live brand touch points that reinforced the message and built community connection. This orchestrated omnichannel strategy provided brand consistency and continuous user interaction across digital and physical spaces.
Outcome
The project successfully repositioned ŠKODA as a modern and inclusive brand. Grounded in user research and aligned with business goals, the experience used storytelling and interactivity to reshape public perception and emotionally connect with new potential customers.
The microsite was fully responsive, and featured a secondary navigation that encouraged exploration of campaign content like Paloma Faith’s music video and behind-the-scenes elements.
User testing showed strong engagement and positive feedback, confirming the experience was intuitive and impactful. The result was a seamless blend of brand storytelling and digital interaction that met ŠKODA’s goals and resonated with its intended target audience.
Impact
+43%
+12%
Brand positivity
Social interactions
10m
↑
Music video views
Uplift in test drives
Key learnings
Storytelling drives emotional engagement.
Early collaboration improves outcomes.
Agile workflow enables fast iteration.