Overview
The project
Launching personalization on mbusa.com
Our goal for this engagement was to discover and leverage opportunities for personalization to add value in key moments across the entire customer journey. After implementing our design and strategy, Mercedes-Benz saw a +460% increase in likelihood of purchase and a +128% boost in lead submissions.
My Role
Product Designer
The Team
1 Senior Product Designer
1 Creative Director
2 Visual Designers
1 Data Analyst
1 Technology Lead
Client
Mercedes-Benz
Company
Publicis Sapient
Project Type
Personalization, Data Strategy, E-commerce
Timeline
3 Months
Tools
Figma
Mural
My Impact
I co-led the data strategy and design for introducing personalization to mbusa.com.
I personally came up with the idea of leveraging data from "micro-interactions" to fuel customer profiling and personalization.
We earned strong metrics post-launch:
+460% increase in likelihood of purchase
+128% boost in lead submissions
I co-led several key parts of the project including:
Designing the UX of the personalization strategy
Defining the data strategy
Research synthesis
A workshop series with Mercedes-Benz to identify areas of opportunity
Competitive analysis
Presenting and gaining client approval
Collaborating with and handing off to development team
The Problem
The Mercedes-Benz website has a high volume of web traffic but had a low percentage of visitors that convert into new buyers.
Along with the high volume of web traffic, they were collecting a tremendous amount of data but weren't creating meaningful insights from them.
The Solution
Give customers the opportunity to provide Mercedes-Benz with direct and actionable insights, and the customer would experience immediate value from the data they provided.
Leveraging Micro-interactions throughout the page to gather insights, and giving instant feedback to the user.
Start of section: The Process
Research
To understand the customers perspective as well as the problems we were aiming to solve, we conducted research to find key themes to guide our approach. This project did not allow time to talk to users so we decided on methods that were quicker to execute but would still give us enough information to gain a strong perspective:
A workshop series with leaders from Mercedes-Benz
Card sorting key themes from the workshop
A competitive audit of how automotive companies and adjacent industries leverage personalization
A workshop series with leaders from Mercedes-Benz
Card sorting key themes from the workshop
Key Takeaways
1
Quick feedback mechanisms to the user
2
Discover "indirect needs" of the customer
3
Found key moments in the customer journey that have the most leverage on business outcomes
Entering the Design Phase
Our strategy
(Derived from our research outcomes)
Give customers the opportunity to provide Mercedes-Benz with direct and actionable insights, and the customer would experience immediate value from the data they provided.
Designing the UX and Data Strategy
Micro-interactions are interactive components where we can learn from the customer by giving them an opportunity to directly or indirectly tells us their needs for a vehicle.
My sketches
Micro-interaction #1
Dynamic and interactive homepage to enable vehicle discovery
Data captured
The category of vehicles the customer prefers to interact with
What can we do with this data
Profile customer segments for large-scale personalization
Personalized vehicle suggestions
Predict which category of vehicles will be in-demand
Micro-interaction #2
Bite-sized prompts to fuel accurate customer profiling
Data captured
Direct answers to specific needs and preferences for a potential vehicle purchase
What can we do with this data
More detailed profile customer segments for large-scale personalization
More detailed personalized vehicle suggestions
Predict which vehicles will be in-demand that season
Pre-made custom builds
Micro-interaction #3
Owners return to shopping experience
Data captured
Relevant updates to the customer’s financial and social needs and conditions.
What can we do with this data
Generate leads for their local dealership
Update their customer profile
Context filled vehicle suggestions
Predict which vehicles will be in-demand that season
Visual Design
After gaining approval on the direction of my wireframes, I handed my designs off to our visual design team to apply the Mercedes-Benz branding.
Micro-interaction #1
Dynamic and interactive homepage to enable vehicle discovery
Micro-interaction #2
Bite-sized prompts to fuel accurate customer profiling
Micro-interaction #3
Owners return to shopping experience
Results
After launching personalization on mbusa.com, Mercedes-Benz saw strong metrics impacting their business:
+460% increase in likelihood of purchase
+128% boost in lead submissions
I co-led several key parts of the project including:
Designing the UX of the personalization strategy
Defining the data strategy
Research synthesis
A workshop series with Mercedes-Benz to identify areas of opportunity
Competitive analysis
Presenting and gaining client approval
Collaborating with and handing off to development team
Thank you for reading.