Experience Design & Research · Mercedes-Benz Canada
Mercedes-
Benz
An elevated commerce experience to offer elements of sophistication to your already refined luxury vehicles.
- My Role
Creative Lead
Researcher
UX & UI
- The Task
User Research
Experience Design
Commerce Launch
- Market
Mercedes-Benz Canada
Direct-to-consumer commerce
- Recognition
2019 Webby Honoree
01The Ask
Luxury style and craftsmanship go beyond the vehicle.
As one of the pioneers within the Mercedes-Benz global system, Mercedes-Benz Canada wanted to reimagine the digital landscape of what the brand could offer beyond the vehicle. The answer was unknown; the challenge was on. To evaluate customers’ preference for DIY and buying directly from the manufacturer, Mercedes-Benz needed to select a market to implement and launch a direct-to-consumer digital offering.
02Research
Carefully researched
Brand position
Create a commerce experience that lives up to the brand: premium, high-end, intelligently designed, and forward-thinking.
Target audience
Reach loyal Mercedes-Benz customers who want to explore a luxury lifestyle and embrace a new era of digital commerce.
Localization
Design localization goes beyond language translation. Consider trends, culture, and behaviors to deliver an experience that meets specific regional needs.
03 · Navigation
Way finding.
Not wandering.
- Choose Vehicle
- Leads to a personalized shopping experience.
- Shop Mercedes
- Leads to the full product catalog.
- Photography + interaction
- Create a highly intuitive and enjoyable digital experience.
04Personalization
Elevated personalized experience
The Vehicle Selector allows users to personalize their shopping experience.
Personalization at every level
Existing users can fully embrace the personalized experience with highly individualized content and data-driven catalog information. Guest users can add vehicle information to quicken product discovery. The full-bleed hero banner offers a great merchandising opportunity for the business.
Mobile Experience
Choose your vehicle
The personalized shopping experience extends to mobile through the Vehicle Selector.
05Commerce Experience
From your garage to your cart
06Product Discovery
Explore the Mercedes-Benz catalog
07 · Recognition
Webby
2019 Honoree
We initially assisted the Mercedes-Benz parts division in proving the value of an online parts channel to the board, ultimately helping the division receive funding for the project.
After numerous rounds of iteration, the final product was selected as a 2019 Webby Honoree. It was also presented at the Mercedes-Benz Global Conference that same year. We were proud to work with this premium brand and deliver an experience that exceeded the client’s expectations.