Dominika Babulicová

The way consumers experience the world has changed significantly over the past five years, impacting how they interact with brands. New competitors have entered the traditional purchasing journey: global marketplaces are pushing on price, AI is further accelerating giants, and social commerce is turning even consumers themselves into competitors.

To understand the change in purchasing decisions, we analyzed dozens of renowned studies on today’s customers and compared them with indicators of success of leading brands. In respondents' statements, we identified how they now develop brand affinity and created the concept of Experience identities.


Brands need to redefine their role in people’s lives

Experience identities help brand leaders (whether they are company directors or managers at the product – marketing intersection) understand how the new reality has transformed consumer purchasing behavior. They represent a model of thinking that allows us to view current expectations of future customers and spot opportunities to address them amid the mix of new competitors.

We’ve gathered dozens of examples of successful brands that define their role in people’s lives through a well-designed portfolio of services and a consistent customer experience identity. Our report offers recommendations on how to conduct a managerial reflection on your consumer brand and choose steps to take.


In this report, you will learn:

 * what the new customer journey looks like after turbulent years (COVID, war, inflation, online marketplaces, AI...);
 * how brand experience and brand perception influence purchasing decisions of today’s consumers;
 * which identities the most successful brands adopt to redefine their market position;
 * the role customer experience and service portfolios play in this mix;
 * what makes four Experience identities stand out: the Problem Solver, the Empathetic Expert, the Responsibility Enabler, and the Magic Maker.









Get The new consumer expectations report, including our Experience identities framework


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Validation handbook


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Experience identities


Assumption mapper canvas







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Experience identities: How to react to the new consumer expectations

What is the purpose of this canvas?

The right questions don't usually pop up just like that. Especially during user research, every UX designer and researcher needs to have a process how to come up with smart questions.

Asking good questions is not just a skill for research purposes only. It is also important when we talk to stakeholders, clients and we enquire about their needs or work with them on workshops.

The ability to ask a question appears to be a uniquely human trait, one that:

 * saves us time and energy as we gather resources and information
 * allows us to develop empathy for others
 * creates bonds of trust, even among strangers.

Moreover, people who ask more questions are seen as more likable. And who wouldn't want that!


In this cheatsheet

You'll learn how to:

 * come up with good questions
 * execute the interview the right way
 * avoid mistakes and biasing the interview

Instructions for all steps can be found directly in the cheatsheet.









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User Interview Cheatsheet


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User Interview Cheatsheet

What is the purpose of this canvas?

Continuous product and service development requires the ability to implement quick agile changes. In order to avoid jumping into designing ideas off the cuff or behind the doors of executive meetings, use this simple form to align all stakeholders.


Individual steps

 * 01—Problem (opportunity)
 * 02—Data
 * 03—Benefits
 * 04—Expected results
 * 05—Possible solution
 * 06—Hypotheses
 * 07—Personnel capacity

Instructions for all steps can be found directly on the canvas.









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Idea Validation

In this free webinar, we show you three different ways we took to address customer pain-points connected to difficult portfolios of our clients. You will learn about our customer research methods and CX design strategies. You'll come away with clear steps to assess the best approach for your organization – whether it is a small or medium business or a large-scale corporate.

On examples from telco, banking and insurance, which suffer by the most unrecognizable products, our UX Researcher Dominika Malejčíková and Art Director Pavol Pružinec will showcase three different levels of intervention based on organizations' maturity in approach to customer experience.









Watch the LB*Webinar on-demand


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Webinar: Product portfolio







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About the webinar

Many product owners are cursed with the mantra telling them: the more bells and whistles your product has, the better it is. They'd like to tackle all possible customers' wishes or competitors' benefits. However, we repeatedly see businesses going too far and overcomplicating their portfolio.

Tangled product offering is a painful experience for many customers, regardless of a phase of the customer journey they are currently in. And it does not even matter if the product belongs to a small, medium or large company or what segment it operates in.

Whether it is features or discounts, adding more frills to a bundle does not necessarily boost its value. On the contrary, it can eventually kill sales or customer's loyalty. Overly complex, feature-heavy products turn out to be counterproductive and confusing. But there is a way out – and it is based on knowing your customers as the back of your hand.


About the series

LB*Webinar is a series of 60-minute lectures followed by Q&A, where we share our expertise in helping companies design customer experience that drives their business. These events are most valuable for product managers, CX specialists and CEOs who want to make their product and services outstanding. Recordings will be available on-demand among our tools.

LB*Webinar: How to design desirable product portfolio

Albert Fourage

What is this canvas for?

The “Experiment Card” helps you frame your experiments and focus on what really matters. It’s crucial to define the success criteria so that you can decide whether or not to repeat, pivot, or implement.


Step-by-step process

 * Step 1: For the assumptions you previously selected with the team, individually complete the experiment cards that you printed before hand. Tip: Check out the Experiment toolbox (15 min)
 * Step 2: Present filled-in experiment cards and write down feedback on sticky notes (10 min).
 * Step 3: For each assumption, merge your individual work into one experiment. (15 min).
 * Step 4: Wrap-up by reviewing the next steps, roles and responsibilities. (10 min).









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Validation handbook


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Experiment Card

Walter Lima

What is this guide for?

Launching a new product is extremely risky, 90% of startup ideas fail. This guide is a summary of best practices combined with our 11 years experience in bringing successful new products to market. Following our 7-step process, you will maximize your chances for success.


In this handbook

 * Complex process simply explained: No need to be an expert in product management to read this guide. We write in plain english what you should know about creating a new product.
 * 7 steps process: From your first meeting to the launch, we explain in 7 steps how to build your product for your customers.
 * Recommended tools: For each step, you can find some of our favorite tools.


The process

 * Business goals
 * Problem exploration
 * Solution development
 * Business model definition
 * Solution validation
 * Build a minimum solution
 * Continuous build & measure & learn









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Handout type

Validation handbook


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Product discovery guide







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Product Discovery Guide

What is this canvas for?

We created the assumption mapper canvas to help you frame your learning goal, brainstorm assumptions and prioritise the riskiest ones.


Step-by-step process


Define your learning goal

 * Step 1: Individually write down the most important questions or problems you need answers for. Example: Will people use this feature? How should we build it? (5 min).
 * Step 2: Share your questions and problems and build on top of them (15 min).
 * Step 3: Merge your questions into one or two learning goals. If you have many of them, prioritise the most important ones and keep the others for later (5 min).


Map out assumptions

 * Step 1: Individually write down 2-4 key assumptions linked to your learning goal previously defined (10 min).
 * Step 2: Share them on the assumption mapper and build on each other’s assumptions (15 min).
 * Step 3: Rank each assumption from the riskiest to less risky ones. (15 min)
 * Step 4: Focus on the riskiest assumptions, and agree with the team which one of them you will test first (10 min).









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Validation handbook


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Assumption mapper canvas







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Assumption Mapper Canvas

What is this guide for?

Validation is the best way to make sure you're building something successful, before actually building it. Save up weeks of work by discovering which ideas are worth implementing.


In this handbook

 * Simply explained concepts: No buzzwords, we explain why you should validate your ideas before implementing them in plain english.
 * Step-by-step process: In the handbook we are introducing the assumption mapper and the experiment cards canvas. We provide you with clear steps how to use them yourself.









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Validation Handbook



At LB*, we often organize design sprints for our clients. Since the beginning of
COVID-19, we were forced to organize them remotely. We've gathered the best
practices from our experienced facilitators to create a ready template for your
own design sprint.

➡️ 4-day Remote Design Sprint
[https://www.figma.com/community/file/913771607816628383/4-day-Remote-Design-Sprint] 
⬅️

Why using Figma over Miro for a remote design sprint?
Miro [https://miro.com/] is more adapted to remote collaboration with
stakeholders who never used a design tool before. However, Figma
[https://www.figma.com/] is accessible for free. It is much more versatile. It
acts as one source of truth with both workshop insights and prototype. If you
like the template, don't forget to hit the LIKE button so the rest of the
community know you recommend 👍

What is included in this template?
 * All design sprint activities
 * Post-its
 * Timer
 * Voting dots
 * Arrows for flows
 * Ice breaker
 * Introduction
 * Parking lot
 * & lots of other useful stuff.

Need help to run remote design sprint?
Get in touch [https://www.lbstudio.sk/contact] with us, we offer a free
consultation to discuss anything. 🤗

4-day remote design sprint Figma template

What is this handbook for?

It is often hard to think about how something could be tested. The experiment toolbox gives you 30 experiments to pick from. For each experiment, there is a description as well as criteria to help you decide if it is the one you need.


In this handbook

 * 30 experiments ideas: We combined 30 experiments to help you validate your hypotheses. It goes from the traditional survey to less known techniques such as “Imposter Judo” or “Picnic on the graveyard”.
 * How to pick the best experiment: We created a system that helps you to determine what is the most suitable experiment depending on the stage you are in and what type of assumption you’re trying to validate.









Get the Experiment toolbox


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Experiment Toolbox

[[Kapture 2024-10-10 at 14.14.06.mp4 (70MB)]](https://slite.com/api/files/vRrHLmqBamgR_k/kapture%202024-10-10%20at%2014.14.06.mp4?apiToken=eyJhbGciOiJIUzI1NiIsImtpZCI6IjIwMjMtMDUtMDQifQ.eyJzY29wZSI6Im5vdGUtZXhwb3J0IiwibmlkIjoic3MtY0wxSVM3MGJsbGEiLCJpYXQiOjE3MjkwNjc5OTIsImlzcyI6Imh0dHBzOi8vc2xpdGUuY29tIiwianRpIjoiZzRvSmZ1ckR0TTdycGoiLCJleHAiOjE3MzE2NTk5OTJ9.ob0PWm3AqpfP1hF_27iuVNL3XCwchdXF-cjgnRjTrN0)

# Contact person

Stefan Dolezal, Head of User Experience, Stefan.Dolezal2@skoda-auto.cz, +420 703 170 812

# Project details

Working language(s): English, Czech and Slovak

Value in EUR: 500 000+

Start and end – date: 09/2021 - ongoing

# Description

We are one of the framework partners for Škoda Auto a.s., a member of the Volkswagen Group. Our provided design services include UX Design, UI & Motion Design, Service Design, UX Writing and UX Engineering.

Škoda Auto a.s. has a complex design ecosystem consisting of over 100 designers from both internal teams and external agencies, such as Lighting Beetle. Furthermore, product teams cooperate in an agile environment across multiple countries around the globe.

We currently have two design teams integrated into product teams, working as a single unit.

One product team focuses on car infotainment services, such as parking, calendar, smart offers and road disturbance. The other team is responsible for the mobile application, MyŠKODA app, used for controlling multiple car functions (e.g. climatisation) and added value services provided by Škoda Auto a.s (e.g. navigation and parking).

# Deliverables

## Car infotainment services

Internally, these services are called Webapps due to the tech stack upon which they are built. Design and development for webapps are performed under a Scrum structure called Webapps Product House. Multiple product teams integrate the WPH and work together on a 2-week sprint basis. Our design team acts as travelers, cooperating with all the product teams, located around the globe, helping them discover and deliver new products and features.

Our team works in agile sprints with regular rituals such as demo, retrospective, sparrings and planning mirroring the SCRUM cycle set up for production teams based on the SAFe methodology. Our work flow is based on agile methodologies (SCRUM, Design thinking, kanban), where we also incorporate daily stand ups and regular sync with all the product teams to ensure timely feedback to our design solutions. Our team operates as an independent unit inside the Škoda structure covering and coordinating all the requirements regarding webapps products (parking, calendar, smart offers and road disturbance) during discovery and delivery phase by our senior design lead and 2 UX designers and 2 UI designers. Our main tool is Figma, where we design and prototype requested flows and prepare a final version of the design ready for developers complemented by documentation mapping new features, copywriting, expected behavior patterns and variations and reasoning behind the designed solutions and guidelines.

Škoda Auto a.s has developed an award winning Design System, Škoda Flow, governing the experience on multiple channels (e.g. mobile, car, web, etc.). Our design team collaborates with the Flow team, contributing to the implementation and maintenance of the system for the in-car experience. We have regular syncs with the Flow team to ensure user experience and visual consistency across all products in our portfolio. This cooperation works both ways as our design team serves as a contributor/requestor of changes in the design system and user of the design system at the same time.

## MyŠKODA app

In MyŠkoda team our designers are working as part of their internal design team with their design lead and UX designer in a single unit. Joint MyŠkoda team is responsible for developing a new visionary mobile application as well as improving user experience and adding new features in existing mobile applications. Our cross-functional team consists of 2 UX designers (responsible for example for research, prototyping, wireframing, …), 2 UI designers (responsible for visual design, motion design, components creation, consistency with design system, etc. ) and a design lead responsible for coordination and communication with other teams and agencies. Our designers are fully integrated into the Škoda company.

We work in close collaboration with the development team (CAROSHI) responsible for implementing both iOS and Android versions. We sync with them on a regular basis and have different rituals together. Representative of MyŠkoda team attends their sprint review to check on the implementation of our design sprint, backlog refinement and sprint planning to allocate any changes in planning and prioritization.

Our work flow is based on agile methodologies (SCRUM, Design thinking, kanban), with regular rituals such as daily stand-up, sprint retrospective and planning and regular feedback sync with developers. We also have regular MyŠKODA ideation sessions to ideate and develop possible solutions jointly in a crossfuntional team. Our 2-week sprint is mirroring the sprint set-up of the development team, but we function in 1-2 sprint ahead of them to create required outcomes in advance.

We also have close collaboration with the FLOW team, responsible for developing and maintaining the Škoda design system. We have periodical sync so we can ensure that the design system reflects current needs of the design teams as well as to maintain the consistency of used components across all platforms. This cooperation works both ways similarly as the cooperation of the Webapp team described above. Expected outcomes usually consist of Figma prototypes and design of screen-flows together documentation ready for developers to use.

We have also regular internal sync between both LB\* Škoda teams to capitalize on experience from both projects and possible synergies. This allows us to transfer best practices between teams and not to waste time on “reinventing the wheel”.


As a framework partner for Škoda Auto, part of the Volkswagen Group, Lighting Beetle delivers comprehensive design services including UX, UI, Motion Design, and more. We support Škoda’s complex design ecosystem, integrating our experts into product teams focused on car infotainment services and the MyŠKODA app. Our teams work in agile sprints, collaborating closely with developers and the Škoda Flow team to ensure design consistency across platforms. Our contributions include Figma prototypes, design documentation, and active involvement in maintaining the award-winning Škoda Flow Design System.

Ako rámcový partner spoločnosti Škoda Auto, Lighting Beetle poskytuje komplexné dizajnové služby vrátane UX, UI, Motion Design a ďalších. Sme pevnou súčasťou dighitálneho ekosystému Škoda, naši experti sú priamo integrovaní do produktových tímov zameraných na služby infotainmentu v aute a aplikáciu MyŠKODA.

Naše tímy pracujú v agilných šprintoch, úzko spolupracujú s vývojármi a tímom dizajnového systému Škoda Flow, zabezpečujú konzistentnosť dizajnu na všetkých platformách. Naše výstupy zahŕňajú Figma prototypy, dokumentáciu dizajnu a aktívnu účasť na podpore oceňovaného Škoda Flow Design Systemu.

Enhancing digital experiences for Škoda Auto

As a framework partner for Škoda Auto, Lighting Beetle provides end-to-end design services, enhancing car infotainment and the MyŠKODA app. Our team collaborates in agile sprints, delivering Figma prototypes and supporting the award-winning Škoda Flow Design System.

Ako rámcový partner pre Škoda Auto poskytuje Lighting Beetle komplexné dizajnové služby, vylepšuje infotainment v autách a aplikáciu MyŠKODA. Náš tím spolupracuje v agilných šprintoch, vytvára Figma prototypy a podporuje oceňovaný Škoda Flow Design System.

Digital Product Design

Problem solved.

This is how we do it

1

2

3

Still unsure?
Here is what you only get from us

Fairness

Exclusiveness

Scalability

Case study

Enhancing digital experiences for Škoda Auto

Are you coming up with
ideas off the cuff?
Try Idea Validation instead!

Digital Product Design

Problem solved.

This is how we do it

1

2

3

Still unsure?Here is what you only get from us

Fairness

Exclusiveness

Scalability

Case study

Enhancing digital experiences for Škoda Auto

Are you coming up withideas off the cuff?Try Idea Validation instead!

Still unsure?
Here is what you only get from us

Are you coming up with
ideas off the cuff?
Try Idea Validation instead!