Deutsche Telekom, Design for Personalization

Hallo Magenta is Deutsche Telekom’s Voice Controlled Assistant & Eco System for the home for the German market, featuring European security (i.e. privacy), and integration with Deutsche Telekom services. It can also activate Alexa services in parallel, running on a separate technical system, not managed by Deutsche Telekom. It was awarded the German Brand Award 2019, the German Design Award GOLD 2020 and the IF Design Award 2020.

Its unique feature is personalization. Three stickers, each featuring a unique design, can be put on the speaker to make it unique, thus catering for the growing need to personalize technology. «We worked on several directions within the idea of customization and put a variety of creative heads at work», says Monica Dalla Riva, VP of Design and Customer Experience at Deutsche Telekom.

«We created a series of “dresses”, stickers that the consumer can apply on the top and on the side of Smart Speaker Mini, hence changing its physical presence completely. Under the art direction of MMG Studio and Vittorio Linfante, designs were created by illustrators Silvia Gherra and Roberta Ricciuti.