To improve the user experience, it was important to me to increase user identification. It was clear to me that people should take centre stage. In each image, I show people interacting with the special features of the respective product. It was also important to me to keep the illustrations as simple as possible. After all, why was the smiley a worldwide success? And why do people all over the world use emoticons? The simpler an illustration is, the more people can recognise themselves in it. Two dots and a dash – yes, that’s me. The more specific an illustration is, the more people are excluded. This means that a portrait with a beard already reduces the viewer’s identification by more than 50%. In keeping with Ludwig Mies von der Rohe, I followed the principle of ‘less is more’. The reduction to ‘the essentials’ requires special care – everything that is depicted is given great weight. But the effort is worth it. The clarity has a tidy, clever and high-quality effect. Over 80 illustrations were created, of which more than 10 were animated as vector animations.