Automotive & MobilityKia
A Participation-Driven App Content Platform Expanding KIA’s Digital Ecosystem: Kia AppCon (App contest)
Kia AppCon, an app contest platform that connected developers and users through the Kia brand.
Project Information
- Industry
- Automotive & Mobility
- Project Type
- Campaign
- Role
- UX Strategy, UX/UI Design, Campaign Operation
- Client
- Kia
- Client
Introduction - Founded in 1944, Kia Motors is Korea’s oldest automaker, building a new brand image driven by design management with the introduction of the K5 in 2010. To transform into a young and dynamic brand, it continues to engage customers through a range of digital channels and cultural marketing.
As the smartphone app market grew rapidly, Kia needed to extend its brand to new digital touchpoints. Beyond car information, it wanted participatory content that made the brand feel familiar, and a platform where app developers and users could connect around the brand.
We designed a structure where developers and users meet through the brand, turning the whole process of entry, submission, judging, awards and exhibition into one UX flow. A visual language combining Kia car elements with app UI strengthened the link between the brand and digital content and raised motivation to take part.
Key Features
• A contest built on developer and user participation
• One flow from app creation to submission, judging and exhibition
• A digital visual language using Kia car icons
• A transparent system for judging, rankings and awards
• Mobile interactions that build brand affinity
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