Mercedes Benz – OneWeb Vans

A Customer-Centric marketing platform with a strong B2B focus and pemium experience.

— CORE INFO

Date2018
ClientMERCEDES BENZ AG
agencyEXPERIENCE ONE AG

TASKS
TEAM LEAD DESIGN
UX & UI Design
Prototyping DESIGN SPECIFICATION

— PROJECT DESCRIPTION

One platform. 60 markets.

A comprehensive digital marketing platform was developed for Mercedes-Benz Vans to offer business customers worldwide an optimised product experience. The project, which ran from 2017 to 2023, had a strong B2B focus and was designed as a scalable solution for over 70 markets. Thanks to a flexible modular system, content could be customised for specific markets without losing the uniform brand image. The platform offered intuitive navigation, a needs-orientated product presentation and digital service offerings.

A digital home for Mercedes-Benz Vans

The challenge was to fundamentally overhaul the existing platform and develop a modern, user-centred solution. The aim was to create a consistent but customisable user experience that would meet the different requirements of global markets. In addition to a clear, responsive design, the system had to be flexible enough to map individual content and specific industry requirements. The platform also needed to be sustainably scalable and allow for long-term further development.

The project encompassed a variety of tasks, including vision development, strategic consulting, user research as well as UX, UI and interaction design. Motion design played an important role in user guidance, while front-end development, content and rollout management ensured smooth implementation. Programme and project management as well as extensive testing were also essential components of the process.

Agile, modular, user-centred - how OneWeb Vans was redefined

As part of the project, a modular design system was developed comprising over 50 customisable components. This made it possible to efficiently structure market-specific content and ensure a consistent user experience. The design focussed in particular on intuitive user guidance that leads business customers quickly to the information relevant to them.

The project was implemented in agile two-week sprints using Jira. This allowed for continuous coordination between design, development and stakeholders. In my role as Design Lead, I managed a team of designers, coordinated the design implementation and ensured that the solutions met the strategic requirements. I was also responsible for presenting our team's results to the client and integrating the feedback into the ongoing process.

In addition to the design and strategic work, various technologies were used to optimise the performance, personalisation and analysis of the platform. These included Adobe Experience Manager for content management, Adobe Analytics and Google Analytics for data evaluation, Adobe Target for personalised content, Usercentrics for data protection compliance and Salesforce for the integration of customer relationships.

Form follows Experience

The design is based on a clear, modern design language that has been specially optimised for the B2B sector. A reduced colour palette, generous white spaces and precisely placed visual accents create a professional and trustworthy impression. The modular design principle enables a high degree of scalability and adaptability without jeopardising visual consistency.

The product presentation was designed to take into account the different requirements of business customers. Interactive elements and dynamic content modules facilitate navigation and make complex product ranges easy to understand. Particularly noteworthy is the targeted use of motion design, which supports user guidance and ensures a modern, dynamic look and feel. Special emphasis was also placed on the integration of digital services in order to offer customers a seamless transition between product information and supplementary offers.

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