Mercedes-AMG
We created a brand new look and feel for the Mercedes-AMG brand site, transforming the theme page from a single landing page into a site experience where users can dive deeper to learn more about the AMG brand. Our main goal was to create an experience that car enthusiasts and casual users alike could engage and be immersed in the content, all while learning more about the intricate details of the AMG brand and its technology.
I led the creative efforts for this project from UI/UX design to art direction, while working closely with developers, asset vendors, data analysts, user experience designers and the clients to ensure a brand experience focused on both luxury and performance.
The entire site experience was built modularly and is reusable via AEM.
Awards
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2020 DADI Best Website Design
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2020 W3 Silver Award
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2021 Webby Award Nominee
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2020 Awwwards Honorable Mention
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2020 WebAward Best Of Show Winner
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2020 WebAward For Outstanding Achievement
Responsibilities: Art direction, UI/UX design, concept design, create and maintain design system, video edits and production, asset edits and creation.
Credits: Wayne Fujita, Sophia Kim, Chris Groser, Arthur Vaughan, Dan Gintis
Mercedes-AMG Case Study
Problem Overview & Process
The Problem
The brand needed to appeal to a wider audience, and attract younger, more diverse customers without alienating their hardcore fans.
The Process
The overall process began with research insights we were able to gather through existing usage data from the site and page. We parsed through the data to identify specific use cases and sections that would marry well with the goals and objectives of the redesign.
The approach then followed a typical agile process that was driven by constant iterations and testing, with close collaboration with the clients, developers and product managers.
Key Insights & Our Solution
Key Insights
The then existing and now, legacy page had only 2% of the total site visitors to the mbusa website (63MM total visits). We also found that the main goal for users was to find out more about certain car models and secondary to that, more information about AMG as a brand and its performance technology.
Moving further down the funnel, users were redirecting into the model pages and class pages as their next steps in the shopping process.
These insights were the building blocks for how we would approach the redesign, making sure to take into account user behavior, but also adding additional feature requirements that would work well in tandem.
Our Solution
Create an immersive and engaging experience that appealed to casual customers and enthusiasts alike.
Ideation & Design
We then started to do some rough sketches, starting out with basic wireframes to create some definition around the structure of the page and the main features of the redesign.
After going through some initial reviews and revisions we solidified the wireframes with a clear idea of the features we wanted to move forward with.
Once we moved into visual designs, we went through multiple iterations of the designs, working closely with developers to ensure feasibility through thorough testing and quick prototyping.
We finalized the designs after multiple reviews with the clients and product managers, which we then moved into final development. The development process was also an iterative one, as we stayed in close communication with the development team as we maintained an agile process.
Outcome & Final Design
The redesign allowed us to take a holistic look at the legacy page and understand some of the key insights that were driving the usage of the page. It also gave us the opportunity to look into adding complementary features and enhancements that would increase the usage of the page, pushing more users down the car shopping funnel.
Post-launch metrics:
• 23% increase in time spent on the page
• 11% reduction in bounce ratge
• 62% increase in users wanting to learn more about a model
