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A well-rounded service experience focusing on “your car’s inherent driving data” has been fully designed and moulded into a high-quality look and feel: from product proposition, app naming and real-time GUI visualization to the comprehensive packaging concept, onlineshop and entire PR and roll-out communication. The core of the user experience is represented by a customer-based dialog principle commencing at packaging and an analog quick-start guide with seamless transition to the digital set-up wizard in the app. The roll-out concept was also synchronized across all media, including the app store, website, PR and online ads.