ŠKODA is Driven By Something Different and celebrates individuals like Paloma Faith who share this attitude.
Role: UX Design, Visual Design
Tools: Figma, Photoshop, Illustrator
Duration: 3 weeks
Driven By Something Different
SKODA is Driven By Something Different and celebrates individuals like Paloma Faith who share this attitude - independently minded people who are confident in their own skin and want to make a positive impact. The story of Paloma inspired her to create her version of ‘Make Your Own Kind of Music’ – an anthem encouraging people to go their own way.
Challenge
SKODA has struggled with their brand perceptions whilst also being associated with its less interesting models. The main challenge was to create an immersive and interactive user experience extending beyond standard car promotion.
Approach
From the outset, the proposed UX strategy was to establish SKODA as a unconventional brand and breaking stereotypes around its car range. The campaign used music and storytelling to enhance the user experience across diverse touch points. The storytelling principle made the campaign more relatable for audiences. The tagline "Driven by Something Different" reinforced the primary messaging by celebrating being your own person.
Insights
I collaborated with the research team to develop a robust framework to reinforce my design solutions. My main findings revealed that SKODA’s brand has been improving greatly. However, the public perception had been falling behind.
Process
Through an agile workflow and implementing existing user research; I collaborated closely with with the client to eliminate any potential issues before I started creating solutions. I proceeded to create wireframes which shaped the overall look and feel of the site across various devices. Collaboration extended to the development team, where we rapidly developed clickable prototypes. Allowing for design iterations to made based on usability test results.
A omnichannel experience
Ultimately, I created a interactive microsite allowing users to explore SKODA latest models while engaging with behind the scenes content of Paloma Faith’s journey. Users would have the opportunity to create their own cover of Make Your Own Kind of Music.
I utilised social integration with Instagram, Facebook, and Twitter featuring interactive elements like polls, music sharing, and behind the scenes clips of Paloma. Exclusive concerts and test drive events were organised to create real life engagement touch points.
Outcome
The project was successful, achieving key goals for SKODA. The evolution of their brand to a modern and inclusive identity was well received. By giving serious consideration to SKODA’s business goals and user research. I created a well-considered user experience focusing on reshaping the brand perception through the usage of storytelling and interaction. I ensured SKODA effectively connected with a new generation of consumers through a digital experience.
The experience works responsively on all breakpoints with best practice considered. To communicate the campaign incentive I utilised a secondary navigation allowing users to interact with content throughout the page such as Paloma’s music video and a image carousel. Culminating with a CTA component creating awareness for the latest SKODA vehicle.
In summary, the project met SKODAs objectives, delivering a modern brand, an intuitive UI, and an engaging content experience. Positive user reception and successful usability testing ensured SKODA effectively connected with a new generation of consumers.
Impact
+43%
+12%
Brand positivity
Social interactions
10m
↑
Music video views
Uplift in test drives
Key learnings
Using storytelling helped create a deeper connection.
A mobile first experience was key to a seamless experience.
It was essential that the design elements aligned with SKODA.