Design Studio / Department
kl,company / Astral Kreativ GmbH
Three questions to the project team
What was the particular challenge of the project from a UX point of view?
It itches in the tips of your fingers to draw all registers of digital experience on all and every channel. But does this make sense? Not in our view as you risk overburdening your target groups – and lose them for the rest of your journey. So, the challenge was to:
• Consider UX from all channels: mobile, desktop, augmented reality, live. Everything had to work in the surrounding it was developed for: landing pages, mailings, social media.
• Unite the various lots of the project to one holistic experience.
• Generate the same immersive user experience for the target group of brand owners, designers, and engineers. They’ve got different angles of expectations in regards of UX and content offered.
What was your personal highlight in the development process? Was there an aha!-moment, was there a low point?
Our personal highlight was seeing how many individual and seemingly isolated parts became a coherent whole. We started with scribbles and arrived at a full-fledged multi-channel reality – web, virtual and real. The top of the top then was being at the CES2023 in Vegas and having the project live in front of our eyes. Our concept worked out! WGSN, one of the world's leading trend forecasting firms, highlighted the KURZ appearance as a particularly spectacular CES 2023 "must-see" with a post on Instagram.
Where do you see yourself and the project in the next five years?
The project will not experience a stand-still. Our client is continuously working on new developments to respond to the requirements of the industries served – and we always have an eye on the needs of the target groups. So, in five years we will look back to a successful CES2023 project and see how far we will have been gone from there to our then highest level of arrival.