Case study

Advancing digital solutions for a global brand

The next level of Škoda digital experience is here

In short

Services

Product design
Service design
CX transformation

Industry

Automotive

Tags

Framework
Mobile
Web
Design system
Rapid prototyping
Research
Innovation
In-Car
Customer data

Visit

www.skoda-auto.com

Challenge

Make Škoda Auto digital services truly customer-centric. Ensure a seamless experience across all touchpoints and enhance design efficiency and consistency.

Solution

Integration of 20+ designers and researchers into Škoda Auto product teams in order to support its comprehensive approach to customer experience on a large scale. Helping to streamline the online car purchasing process, enhancing the MySkoda app and customer portal to support the experience both in and out of the car, and providing additional post-sales services adding value.

From Concept to Reality: Prototyping the future of Škoda digital experience.

Background

Škoda Auto boasts a diverse array of products and services within its ecosystem, extending beyond merely selling cars. The company is dedicated to supporting its customers at every step of their journey: clear model comparison in the consideration phase, continual care and communication while the car is manufactured, advanced in-car services and mobile app enhancing the usage, leading to higher advocacy and renewal.

For the past 3 years, we've become a stable part of Škoda Auto digital experience design process, translating customers' expectations into product features and providing the product teams with expert research and UX design skills, compelling content and motion design and support in the development phase.

The collaboration included a massive rebrand period, requiring attentive updates in the award-winning design system FLOW. Furthermore, we've helped foster a customer-centric culture and instilled a continuous research mindset throughout the organization.

Our work reaches a global audience, ensuring a seamless user experience across multiple languages and markets.

Global website

Redefining car purchase

Lighting Beetle* has collaborated with Škoda Auto to redefine the online car-buying journey, focusing on sales, loyalty, and brand expression tailored to Škoda's primary customer segment.

Designing a global website for nearly 80 countries, from major to smaller markets, posed challenges—especially with features like car recommendations, model comparisons, purchase options, and an online portal. With services differing across markets, our studio first conducted extensive research, shaping a segmented customer journey with clear design and user flow implications. Over time, we deepened research within product development, evolving into a continuous discovery process with biweekly user feedback and research slots for emerging priorities, which continues today.

From day one, we engaged stakeholders, establishing ourselves as key partners in decision-making. Later, close to production, we facilitated a large-scale design sprint to address a crucial question: how to help customers more confidently choose their future car. The concept was then validated both qualitatively and quantitatively, informing Škoda's vision for the next evolution of their Car Configurator.

Many of the UX and UI conceptual improvements introduced by Lighting Beetle* have been integrated into Škoda's FLOW Design System, later awarded the prestigious Red Dot Award.

Our concept laid the foundation for a new vision of the Škoda Auto website, shaping its future direction.

Creating a customer portal where seamless functionality meets a touch of wow.

MyŠkoda mobile app

Car services of tomorrow

We've worked closely with various product teams to reimagine the MyŠkoda app, aiming to make it the central hub for interactions between Škoda and its customers.

The app supports Škoda drivers with features like route planning, range control, climate adjustment and Live Activity for charging.

To address extended vehicle production waits, the app includes challenges and educational content on electric vehicle use, keeping customers engaged and reinforcing Škoda's customer focus.

On the top of that, we also helped Škoda become one of the first automakers to introduce widgets and Live Activities on iOS and Android, making key vehicle functions more accessible at a glance.

In addition to these functional improvements, we contributed to the launch of a loyalty program that has increased user engagement within the app. The joint MyŠkoda team has undertaken a comprehensive approach to developing this new mobile application, with a fresh design system—recognized with the prestigious Red Dot Award—and a completely overhauled architecture. These updates enhance the user experience and introduce more customer-focused features, improving every stage of the driving experience.

The MyŠkoda app becomes a central hub for drivers, integrating smart features for a seamless experience.

The app widget keeps you constantly updated on your car's status, no matter where you are.

Škoda infotainment apps

Advanced in-car experience

At Lighting Beetle, we take a full-scope discovery approach by helping Škoda understand their customers and their needs inside the car, enabling us to design infotainment apps that address real customer demands and create more meaningful, user-centric experiences. Before jumping into design, we assess the relevance and desirability of each function in the market, ensuring that every feature brings real value to drivers. This end-to-end approach has shaped innovations like Pay to Park, Pay to Fuel, and Traffication.

Developing these apps is a strategic business move for Škoda, enabling monetization beyond vehicle sales through subscriptions and in-app purchases. They enhance customer loyalty, create new revenue streams via third-party partnerships, and provide valuable user data for personalized services and targeted marketing, reinforcing the vehicle as a seamless digital companion

An integrated calendar, a payment assistant for refueling and parking, and real-time traffic information - Lighting Beetle* has designed a wide range of Škoda infotainment applications to enhance the driving experience.