How do you champion a user centred approach to design that allows Mercedes-Benz to sell cars online seamlessly?
Mercedes-Benz Online Showroom User Experience
Lead UX, Senior/lead designer, Creative consultant
Publics Emil, Mercedes-Benz UK
I was able to lead Mercedes-Benz through the digital
transformation of the Online Showroom by focusing on
the process rather than the end result. This
coupled with a deep interest in customers needs meant
creative solutions were achieveable, scalable & understandable
to everyone over multiple years.
Championing best in class User Experience over multiple years helped guide Mercedes-Benz through the digital
transformation process & enabled them to sell cars online more seamlessly. Using personas, flows & a robust
test & learn process, the Online Showroom has proven to be wildly successful on multiple fronts.
The problem Mercedes-Benz lacked a process to create, release & update
designs for the Online Showroom. The business logic & user needs
were not clearly defined which made testing & design updates very
A number one priority project”
—Gary Savage, CEO, Mercedes-Benz UK
The 2022 Merecedes-Benz all Electric EQA
The solution As lead creative (both UX & design) for the Mercedes-Benz Online Showroom project,
I had a pivotal position at the crossroads of business, strategy, design, development & data.
I championed UX best practices & a ‘test & learn’ process that allowed all involved to have a
meaningful input into the design & build of the project.
We wouldn't have done it any other way”
—Carlo Wirth, European Creative Director, Publicis Emil
We shunned formal wireframes in favour of a card sorting process that more closely linked UX & design. Using
paper & post-it notes to quickly arrange & rearrange layouts as a team, we were able to reach consensus smoothly
&, once a few components were fully designed, I was able to quickly illustrate what those layouts could look like.
Personas These living documents were created & maintained over a number of years based on strategy
research, existing customer market research & updated with customer data via call
centre logs, online performance surveys & post purchase customer questionnaires.
Flows Easy to understand user flows were created to be referenced by all stakeholders across
the life of a feature. Each user centred flow is linked to a persona, a user story & a business goal.
Often a hypothesis was used as the expected outcome of the update.
Best in class work”
—Global Experience Director, Publicis Emil
Designers & developers were able to use them for wider context & Mercedes-Benz were able to see how a
feature would link user tasks together & fit within existing journeys. This was particularly
useful where a single flow covered multiple areas of the business.
Test & learn Once a feature had been released, the data would be would be viewed alongside
the corresponding flows & hypothesis. This created a feedback loop linking all areas of the
project with real data for regular improvements.
Behind the scenes
Online Showroom UK top level sitemap
Online Showroom statistics
The results The Mercedes-Benz online Showroom was publicly launched in February 2020 with a
multi million pound TV lead campaign. We were
perfectly placed to support the significant disruption created by the global pandemic just a month later.
For most of that year, the Online Showroom was the only channel customers could use to buy a car from Mercedes-Benz.
This multi-year, going project gained major attention within Mercedes-Benz UK. Off the back
of this significant increase in lead generation throughout the pandemic, Mercedes-Benz made the choice to
launch the all new 2022 Electric Mercedes-Benz EQA as an exclusive to the Online Showroom.
The project then gained attention at a DaimlerAG where our processes & insights are being implemented
at a European level which I helped facilitate.