Mercedes-AMG
As the performance line of Mercedes-Benz, AMG represents the pinnacle of power and engineering. This page now acts as the central hub for learning about the brand, its technology, and its vehicles, all leading toward lead conversion.
Objective
We reimagined the Mercedes-AMG brand page, turning a single landing page into a full site experience where users can dive deeper into the world of AMG. The goal: create an immersive, premium experience that appeals to both car enthusiasts and casual users, while moving them further along the purchase journey.
I led the creative direction and UX, working closely with developers, asset vendors, analysts, and clients to deliver a high-impact experience that balances luxury with performance. The site was built modularly in AEM for scalability and reuse.
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
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Directed overall art direction and UI/UX design to balance luxury and performance
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Developed concept designs and a scalable design system for modular AEM builds
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Produced and edited video content to enhance brand storytelling
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Created and refined visual assets for a cohesive, responsive site experience
Credits: Wayne Fujita, Sophia Kim, Chris Groser, Arthur Vaughan, Dan Gintis
Mercedes-AMG Case Study
Problem Overview & Defining Success
The challenge
AMG needed to expand its appeal to a broader, more diverse audience, especially younger buyers all without losing its core enthusiast base. The existing page wasn’t meeting that need.
Why it mattered
The legacy AMG page only captured about 2% of traffic across mbusa.com (out of 63M+ visits). Most users arrived with an interest in specific models, but the page lacked the depth and flexibility to support that exploration. Users often bounced or jumped to other pages with low conversion, missing the broader AMG story and its lineup, that could eventually lead them down the purchase path.
Our goals
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Guide users further into the shopping journey
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Increase user engagement and time on page
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Broaden appeal while honoring AMG’s enthusiast roots
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Create a more immersive brand experience
Key metrics
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Time on page
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Bounce rate
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Click-throughs into model exploration
Our Approach & Key Decisions
How we worked
We started by reviewing user behavior and analytics from the existing site. That helped us identify high-interest content and missed opportunities for storytelling. From there, we collaborated closely with clients, developers, and product managers in an agile process driven by quick iterations and ongoing feedback.
Design strategy
We began sketching wireframes to define structure and flow, focusing on how to layer product content, brand storytelling, and media. After multiple iterations, we locked in core features and moved into visual design and prototyping. I worked hands-on with developers to ensure feasibility and polish throughout.
Key design decisions
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Shifted from a single landing page to a scrollable, modular site experience
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Integrated media and motion to elevate the sense of performance
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Prioritized storytelling sections that mapped to user behavior and funnel stages
Design & Iterations
Solution Highlights
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A visually rich, immersive experience aligned with AMG’s performance tone
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Scalable modular design built in AEM for future campaigns
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Clear paths into model and class pages to support deeper shopping intent
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Seamless cross-functional collaboration from strategy through development
Outcome & Final Design
What changed after launch?
The redesign delivered a stronger, more engaging experience, serving both brand fans and new audiences. Key metrics improved across the board, and the site now serves as a foundation for future AMG storytelling.
Results
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+23% increase in time spent on page
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-11% bounce rate reduction
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+62% increase in users clicking to learn more about specific models
Looking back
This project proved that a strong blend of brand storytelling, UX clarity, and scalable design systems can drive both engagement and action. With more time, I'd explore even deeper personalization and feature enhancements for high-intent users.
