An e-commerce initiative I led creatively for Mercedes-Benz USA. Initially ran as a pilot program for Certified Pre-Owned inventory and the first automotive brand in the country to do it, users interested in purchasing a vehicle could reserve their desired vehicle online and complete all other necessary details at the dealership on their own time.

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Objective

The advent of online car shopping had arrived and Mercedes-Benz USA needed to be at the forefront of innovation when compared to its industry competitors. Apart from providing our users and potential customers a way to express genuine interest in the vehicles they wanted to purchase, we needed to make the experience of buying a car as frictionless as possible. All the little details that would have to be done at the dealership were weaved into the commerce flow on the site. These were opportunity gaps that we took advantage of to make the process simpler for our users, as a good portion of the work would already have been done before heading over to the dealership to complete their purchase.

 

Results

It was the first ever e-commerce program ran by Mercedes-Benz USA and it continues to expand nationally. 20 web-based reservations in just a couple of months at the end of 2018 when the MVP launched, resulted in 13 sales – a 65% close rate, more than 3.4x higher than the average inventory lead submission.

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It has now transitioned into a full fledged program, expanding into New Car inventory. 

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There are now 267 dealers taking part in the program with 4,403 total cars sold through the program since it officially went live in Q1 2020.

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Responsibilities: UX/UI design, business and client side advisory, preliminary designs, prototypes, MVP launch.

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