Quipp is a mobile live quiz show positioned between linear television and digital app products. It is aimed at all smartphone users aged 18 and over who are missing a transient communal experience during their online media consumption, as used to be the case when watching TV quizzes together with friends. This communal experience is further enhanced by a fixed live date (daily at 8 p.m.) and by sharing the prize money among all winnersA live quiz show in digital format requires an equally "live" development process and continuous improvement of the UX.