Mercedes-Benz USA
Mercedes-Benz USA serves as the primary digital destination for prospective buyers to explore the vehicle lineup, compare models, and take the next step toward purchase. As a key research and conversion touchpoint, the site plays a central role in guiding users from initial interest to lead generation and dealer engagement.
Objective
As Design Lead, I led the end-to-end redesign of the legacy mbusa.com website. This was a strategic initiative aimed at improving the user experience and aligning the platform with long-term business goals. The redesign process was grounded in user insights and data-driven decision making. Primary goals and success metrics included:
• Reduce time to vehicle information
• Increase qualified dealership leads
• Boost user profile sign-ups
• Enhance overall site engagement
Following the U.S. launch, I continued leading the effort to localize the platform for international markets including Germany, China, Mexico, and Canada. This involved cross-cultural UX considerations, collaboration with local stakeholders, and adapting the design system to meet regional compliance and user behavior needs.
Results (Overall site)
• +21% site engagement (90M annual visits)
• +19% dealership leads
• +48% lead conversion (10K/month)
Responsibilities
• Led and mentored design team
• Defined end-to-end design process
• Directed UI/UX, user testing, prototyping, and art direction
• Maintained ADA compliance and design system
• Established a scalable design system
• Collaborated cross-functionally, helped to direct feature planning and client workshops
Jump to case study
Credits: Wayne Fujita, Chelsea Andrews, Estefanny Ramirez, Shannon Koh, Jinhee Hong, Adam Taplin, Sophia Kim, Ji Park, Chris Groser, Arthur Vaughan
Increasing Engagement and Conversion for the Model Page
Overview
Over the course of my time working on Mercedes-Benz USA, I’ve led and contributed to a wide range of initiatives, each with its own set of challenges and stakeholders. While we typically follow a core agile framework to bring projects to market, the process often flexes depending on specific business goals and cross-functional input.
Deep Dive: The Model Page
The following sections walk through the redesign of the Model Page, an example that represents our typical workflow. While each initiative varies slightly, this case captures the general process and problem-solving approach we apply across most projects.
Framing the Problem
What problem were we solving?
The legacy model page was outdated, hard to update, and no longer aligned with user behavior or business goals. It lacked flexibility, clarity, and the depth of content users needed to make informed decisions.
Who are the users?
Shoppers researching Mercedes vehicles, primarily first-time visitors from high-traffic entry points like the homepage and inventory pages, with many returning later in their decision journey.
Why it mattered
The model page was a critical part of the research and conversion funnel. For users, it needed to be intuitive and informative. For the business, it supported lead generation and engagement at a key moment.
What Success Looked Like
Goals
-
Improve lead conversion
-
Increase inventory exploration
-
Drive more quote requests
-
Simplify CMS updates and content scalability
How we measured it
Quantitative: Conversion and engagement lift
Qualitative: Usability testing feedback and reduced confusion in key sections
Our Approach & Key Decisions
Explorations
We considered light visual updates, but deeper analysis revealed the need for a complete structural rethink to meet user and business needs.
Key trade-offs
-
Full redesign vs. faster iteration
-
Rich content vs. clean UX
-
Ideal experience vs. CMS constraints
Navigating constraints
We designed in tight collaboration with product, engineering, data and stakeholders, testing early and often to balance ambition with feasibility.
Our Solutions & Iterations
Solution highlights
-
Reorganized content flow based on how users actually research vehicles
-
Prioritized CTAs (quote, inventory, lead) at moments of high intent
-
Delivered a cleaner, more confident visual experience aligned with the brand
-
Simplified dense areas like packages and accessories
-
Created flexible modules to scale across vehicle models and campaigns
Outcome & Reflection
Results after launch
-
80% increase in lead submissions
-
30% more inventory views
-
184% increase in quote requests
All metrics outperformed the legacy page, validating both user values and business impact.
What I’d ideally improve
-
User testing could've been more thorough, allowing for multiple iterations of the designs.
-
Our initial assumptions about the model page being critical to the purchase journey were correct, however we were definitely not expecting the volume of lead generation post- redesign. I would've liked to start with basic A/B testing in the future to uncover the role of the model page in the latter parts of the user journey.
The Mercedes-Benz USA Experience
Below are all of the other samples of projects and initiatives I've taken on for Mercedes-Benz USA. I was fortunate enough to be able to lead the creative and design efforts for such a prestigious brand and being able to work with a talented group of individuals.
