“A technological device truly achieves its mission when it can be used easily and intuitively by as many people as possible”. Klaus Zyciora, head of design for Volkswagen group, explains how the offering was developed for the ID.3, the first vehicle from the German brand to be constructed on the MEB platform. Reducing, in this case, means simplifying the life of customers to create immediate empathy. “Simplicity is the key for interpreting the ID.3: easy to use and easy to choose. We purposefully rationalised the offering for outfittings and developed immediate, simple, and intuitive configuration methods”.