Detailed case study will be shown

The customer of a luxury Mercedes-Benz vehicle needs to schedule a service, perhaps for a routine oil change or something more complex like an engine repair. Traditionally, this task required long phone calls or physically visiting the dealership. Our mission was to reinvent this aftersales experience, allowing customers to engage with aftersales services in a way that matched the sophistication and elegance of the brand itself. The Mercedes OAB (Aftersales Booking) app was born to create an effortless, digital booking experience.

The Design Journey Overview:

My role was to ensure that every step of the design process aligned with Mercedes-Benz’s high standards for luxury, user-friendliness, and technical precision. Here’s how I guided the team through a dynamic design process, using insights from thorough research, participatory design methods, constant collaboration with key stakeholders, and running design sprint workshops.

The Objectives

• Seamless User Experience: Ensure the app offers an intuitive, elegant, and quick booking system.
• Efficiency: Minimize the steps users take to complete the booking process.
• Integration: The app must seamlessly integrate with the B2B services at the backend, efficiently connecting dealerships and service providers.
• Brand Alignment: The design must reflect Mercedes-Benz’s luxury identity and maintain high usability standards.
• Customer Satisfaction: The app should aim to increase customer satisfaction by improving after-sales interactions and processes.

The Challenge

The key challenge was balancing two crucial objectives: ensuring that the business maximized its profitability while providing users with an intuitive, seamless, and satisfying experience. From the business side, there was a need to standardize the aftersales product portfolio, streamline service offerings, and promote upselling opportunities. From the user’s perspective, the goal was to simplify the booking process, provide transparency, and ensure convenience.

The product structure depicted above was fundamental to our approach, guiding us to create a strategic design aligned with the business’s goals and user needs.

Our strategy involved three layers:

1. Standardizing and Simplifying the Product Offering for Users

– We streamlined service categories to make them easy to understand.

– Transparent service descriptions built trust and ensured informed decisions.

2. Optimizing Cross-Selling and Upselling for Business Profitability

– Contextual promotions and bundle offers provided personalized choices without feeling pushy.

3. Enhancing the Experience through Convenience and Mobility Options

– Seamless integration of mobility services and personalized reminders ensured users’ convenience and peace of mind.

The user needed flexibility and convenience. By incorporating features that made car maintenance as effortless as possible, we aligned with the high expectations Mercedes customers have for the brand.

Setting the Stage for Personalization of Mobility Options

One of the project’s main challenges was aligning the personalization of mobility options with the high standards of the Mercedes-Benz brand. The task was to rethink how customers could book additional services, such as Pick-up and Delivery and Replacement Vehicles, making the process more intuitive and personalized.

To tackle this, we ran a 5-day design sprint to break down the complexity. The objective of the sprint was to define a user journey where Mobility Options are presented contextually at the right moment during the booking flow.

Design Sprint Overview

Competitor Analysis

As part of the project, we conducted a competitor analysis on service appointment booking flows for Tesla, Porsche, and Jaguar to understand industry benchmarks and refine the Mercedes Booking App. Each brand offered unique approaches to service management and mobility options, providing valuable insights for our design process.

Tesla focuses on automation and convenience, offering features like remote diagnostics to pre-diagnose issues and streamline the booking process.

Porsche, on the other hand, emphasizes luxury and personalization. Its booking flow includes detailed descriptions of service packages and premium mobility solutions like replacement vehicles and chauffeur services. The brand’s design reinforces its prestige, providing users with a sense of exclusivity throughout the experience.

Lastly, Jaguar offers a more traditional service booking process but excels in clarity, especially when it comes to selecting loan vehicles. While lacking Tesla’s automation and Porsche’s luxury appeal, Jaguar ensures a user-friendly flow with an emphasis on dealership interaction, allowing users to connect with service advisors easily.

This analysis helped us incorporate the best elements from each competitor, automation, personalization, and clarity, into our own design, elevating the Mercedes-Benz booking experience while aligning with the brand’s core values.

Competitor Analysis Workshop

Detailed case study will be shown