A holistic brand experience with personalization and AI-supported innovation.
MyŠkoda is one of the best-rated automotive apps in the App Store today with a user rating of 4.5 stars.
The reason for the excellent rating: a clear strategic course set by MHP and Škoda Auto, initiated in March 2024. The direction moved away from a vehicle-oriented connectivity app and towards a smart digital companion that not only supports interaction with the vehicle, but also significantly enhances the brand experience.
Quantity instead of quality and lots of untapped potential in the customer experience
MyŠkoda was already offering many exciting functions when MHP joined the project. However, there was no clear focus on the users and their needs. MyŠkoda was further developed along the entire customer journey to create a brand experience that connects isolated touchpoints and holistically inspires. The focus was not only on user needs, but also on actively involving retailers and markets for a seamless overall experience.
MHP brought exactly the change of perspective that was required for this particular project challenge. Instead of merely giving a plethora of functions, the relevance of the features for all stakeholders was to be a clear priority from now on.
MHP as a Strategic Partner with Fresh Perspectives
MHP’s role in this transformation process was complex. The three-person team, comprising a project manager, business analyst and UX research specialist, acted as a source of ideas, trend scout and critical sparring partner in developing new features.
MHP relied on four “inspiration streams” and their synergies to design forward-looking features that were also compatible with the brand. The team not only continuously analyzed the competition; trend workshops, customer feedback and market knowledge were also used to identify effective features. “We focus on impact rather than words using Škoda’s ‘Simply Clever’ as our compass, because we believe that Eureka moments are the best form of advertising,” said Oliver Kosic, expert for Ecosystem Experiences at MHP, summarizing the mission statement.
Gamification and Community Building
The result: MHP has developed innovative approaches to customer loyalty that surpass traditional loyalty programs. In particular, the MyŠkoda loyalty program combines motivating reward elements with gamification aspects, creating genuine added value.
For example, drivers can take part in driving challenges, collect points and unique badges and redeem these for Škoda merchandise. The subtle part about it is that the rewards must be collected from the retailer, creating priceless customer contact beyond regular servicing schedules.
Business value through intelligent customer journeys
MHP developed subtle business value strategies that align with the Škoda brand. Instead of aggressive in-app purchases, the concept relies on curated touchpoints along the customer journey.
AI use case: Laura as an intelligent vehicle assistant
Škoda's AI-based voice assistant Laura helps drivers plan their journey with personalized recommendations for charging stations, restaurants and other destinations. More complex problems that Laura cannot solve are automatically passed through to Škoda Customer Support—an intelligent escalation system that combines technical innovation with human support.
Personalized accessory recommendations
The app suggests suitable accessories based on vehicle data and usage behavior, and directs customers to dealer locations.
Service integration
Maintenance reminders and service appointment bookings create regular customer contacts and support the dealer network.
"With MHP, we had a partner who understood both our business and the evolving expectations of our users. Together, we further developed the MyŠkoda app into a more focused, user‑centric experience. MHP not only strengthened the strategic foundation of the app but also contributed valuable cross‑industry perspectives. As an automotive brand, we must continue learning from best‑in‑class digital experiences across other sectors – from communities to loyalty programs to seamless omnichannel journeys. With MHP, we have taken a strong step in that direction."
More Than an App. A Digital Brand Ecosystem
The MyŠkoda transformation demonstrates how strategic consulting, technical innovation and brand management can go hand in hand. The result is a digital ecosystem that binds Škoda customers to the brand in the long term.
Measurable success:
- 4.5 stars in the App Store with almost 22,000 ratings (as of October 2025)
- One of the best-rated automotive apps in the App Store
- Over 1 million active users
- Significantly improved customer satisfaction
