This paper examines the development and the end-user experience of a digital driver information module, with the aim to research the adoption of user experience practice in a large industry organization and the influence of the practice on the end-user experience. Eight developers from the automotive company were interviewed, as well as eight end-users. The module was the first all-digital driver information module for the company. A number of organizational and procedural changes were required to deliver a novel user experience, such as hiring new competences and employing new simulation and development tools. For the end-users, the experience of the digital user interface played a significant role in creating pleasure of use and emotional bonds to the car. The results highlight the benefits for large organizations to adopt to flexible user experience development practices, such as cross-organizational cooperation, iterative prototyping and rapid user testing. © 2016 ACM.