The Smart Prime 8 is part of the Vodafone smartphone product portfolio. It is positioned at the upper mid of the price range and therefore has to compete in a difficult market. The challenge of this project was to balance product features and material quality with part complexity and overall manufacturing costs, while still creating a device with a simple and valuable design. As a result of the design team’s efforts, the Smart Prime 8 can do all this. A genuine design following one comprehensive gesture let all parts and details naturally fall into their place, creating a conclusive, stirring user experience.