Mercedes-Benz Global Website Redesign (OneWeb)
Role: Creative Director, UX/UI Lead
Agency: Your Favourite Story
Mercedes-Benz is synonymous with luxury, sportiness, and performance. To reflect these values in their digital presence, Mercedes-Benz sought a complete overhaul of their global website, aiming to create an elevated, user-centered experience that positions them as the leading premium auto manufacturer. Working closely with Mercedes-Benz’s central digital team, I led the UX and UI design of the new OneWeb platform, transforming their site into a streamlined, consumer-focused experience.
The Project: Redefining the Digital Experience for Mercedes-Benz
In a bid to simplify and enrich the online customer journey, we began with a detailed user intelligence analysis to identify unnecessary pages and optimize the site structure. This research enabled us to reduce clutter and enhance relevance, resulting in a more intuitive, visually engaging platform. Our approach centered on three key pillars: making it easy to consider, easy to buy, and easy to stay—all critical touchpoints for potential and existing Mercedes-Benz customers.
Key Project Highlights:
- Sitemap Overhaul: We provided Mercedes-Benz with an updated sitemap based on user data, cutting down on redundant content and creating a clean, user-friendly structure that prioritized key interactions and streamlined the browsing experience.
- Localized and Market-Leading Content: While the core design and functionality were managed centrally, my team was responsible for localizing content for the UK, a digital leader for Mercedes-Benz. Our work included adapting and refining content to fit the specific preferences and requirements of UK consumers, setting a benchmark for other markets.
- Iterative Feedback Process: The initial rollout involved launching a single model’s page and incorporating a live feedback option, allowing us to test, iterate, and refine the design based on real-time user feedback. This adaptive approach enabled us to stay responsive to user needs and improve functionality as we progressed.
- Transition from Legacy Site: One of the most significant challenges was converting a legacy website with thousands of pages into a more focused and efficient platform, designed to meet both brand standards and user expectations.
Impact and Innovation: The OneWeb Platform
The OneWeb concept aimed to put the car at the center of the customer experience. By focusing on ease of consideration, purchase, and loyalty, we developed a platform that not only attracts potential customers but also engages and supports existing ones. This shift toward a streamlined, experience-driven website helped Mercedes-Benz to reinforce its brand values and improve user engagement across multiple markets.
This redesigned digital experience represents a major step forward for Mercedes-Benz, merging luxury and functionality in a seamless online journey that supports their goal of being the world’s top premium automotive brand.