Reference project

Elevating the journey with an AI-powered Smart trip planner

In short

Services

Product design

Industry

Automotive

Tags

AI
customer journey
Loyalty
Mobile
Omnichannel

Visit

www.skoda-auto.com

Context

Škoda Auto is here for people who want more from driving than just getting from point A to point B. The ambition is to enrich the brand’s digital ecosystem to bring drivers greater value and turn every ride into an opportunity for discovery.

Challenge

How could we expand the functionalities of the MyŠkoda app so that it becomes not just a service tool but also a source of inspiration for drivers? We needed a solution that would naturally connect practicality with the adventurous spirit of the brand.

Solution

We designed an AI-powered smart trip planner that turns an ordinary route into a personalized journey of discovery. It suggests routes, stops, and experiences tailored to drivers and passengers. Because there’s always something new to explore.

Natural conversation: planning a trip with Laura is like asking a well-traveled friend for advice.

Results & Business Benefits:

The Smart Trip Planner was launched in early September 2025, immediately strengthening Škoda’s digital ecosystem.

The feature delivers on the Everyday Explorer concept — helping drivers discover simple yet surprising experiences and turning every drive into a small adventure.

By intelligently connecting the MyŠkoda app, the in-car infotainment system, and the Laura AI assistant, it creates a seamless and valuable user experience that competitors can hardly replicate.

By introducing a useful tool that addresses real driver needs while adding extra value, Škoda gives users a reason to stay engaged in its digital world and build a lasting relationship with the brand.

A magic wand: those who don't feel like chatting can still enjoy surprising trips.

The Challenge: Moving Beyond Navigation to True Exploration

The MyŠkoda app has become an essential companion for Škoda owners. One of its key features is the trip planner, which allows users to easily transfer routes to the car’s infotainment system. However, the previous version was purely functional – it got drivers to their destination but didn’t inspire them to explore further.

The planner didn’t allow users to discover interesting places along the way. If a driver wanted to find a restaurant, a scenic stop, or a charging station, they had to rely on other apps. This broke the natural connection between the phone and the car, affecting the overall brand experience. Yet, simple and surprising discovery proved to be one of the strongest drivers in customer research.

Seamless and unobtrusive: Laura is there when needed, but the trip itself is the star of the show.

A Conversational and Intelligent Journey Curator

We responded to these challenges with a solution that brings intelligent, personalized trip planning right to the user’s fingertips. The new Smart Trip Planner is powered by Škoda’s AI assistant Laura, built on Google Gemini and an advanced recommendation engine — acting as a personal journey curator, like a local guide who always knows the best spots.

Our role was both strategic and comprehensive. We led workshops between Škoda and the Google Gemini team to define the core features, helped present the concept to management, and used customer insights to prioritize functionality and shape the final design.

In the Map View, users have two simple ways to plan their journey with AI:

Step-by-step planning: Build your ideal route using smart filters — such as budget, time, or trip preferences.
Conversational planning: Simply tell Laura what you want in natural language, for example: “Plan a trip to the mountains for tomorrow, find a nice place for lunch, and a scenic viewpoint along the way.”

Laura then processes the request and delivers a complete, personalized itinerary — including departure and arrival times, charging stops, points of interest, and total trip duration — ready to send directly to the car’s navigation system.