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Mercedes-Benz UX Case Study

Mercedes-Benz UX Case Study

The Brief

Mercedes-Benz Insurance products are traditionally sold via motor dealerships to the end customer. Our brief was to design a multi-platform, e-commerce solution to enable Mercedes-Benz to sell direct to the consumer in a non-advised online scenario.


The Challenge

Dealers are regulated by strict Financial Conduct Authority (FCA) guidelines when selling to customers on-site to ensure that they are treated fairly.

Our challenge was to navigate these sometimes complex regulations whilst ensuring a pleasurable, easy-to-use e-commerce experience.

The application also had to support multiple front-ends for the different brands within the Daimler Group. The Smart brand has quite a different tone to Maybech’s, for example!

Our Approach

Our User Centred Design methodologies had to integrate well into an existing Agile Software Development environment with live users.

A mobile first approach was taken to meet the constraints and demands of today’s landscape and work outwards in terms of screen real estate, content and functionality. Adopting a mobile first philosophy forces us to focus and prioritize more effectively and helped the client appreciate content priority and visual hierarchy during the process.


The Solution



Mapping the User Experience

To add a further level of complexity, our solution had to integrate with an existing business to business platform, engineered to support an ‘advised sale’. We needed to fully understand this user experience and compliance requirement in order to align, divert and compensate where necessary for a ‘non-advised’ online scenario.

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Mobile First Rapid Prototyping

Mobile First

Low-Fi prototyping and the help of our friends at Marvel, enabled us to quickly iterate and test our user journeys with clickable prototypes. Early visualisation of the experience was extremely beneficial to the team, raising usability and compliance issues face-on at the outset.

MVP v0.6.1

The latest ‘Minimum Viable Product’ (MVP) for early release

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MVP v0.5

Previous MVP v0.5 (1 of 6)
v6 | v5 | v4 | v3 | v2 | v1 ]

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Phase 2.0

Accelerating registration with Social Sign-in

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Early Concept Visuals

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AutoProtect UX – Cross-Platform Insurance Apps

AutoProcess UX Case Study

Responsive, Transactional Insurance Applications
 

AutoProtect make it easy for automotive dealers and manufacturers to sell their insurance products across the globe through a technology platform they have developed called ‘AutoProcess’. This drives all client support applications, delivering powerful transactional and reporting functionalities and insightful information about sales force performance, product monthly sales figures, revenue totals and more. AutoProcess was in it’s second iteration when we were invited to examine the core platform UX, along with it’s client support apps.

Find out more…

 

 

 

Agile UX

Autoprotect have a fantastic 25 strong team of full-stack developers and QA’s in their UK head office advancing multiple live client applications that support thousands of users across the world.

Our mission was to integrate various UX initiatives, ranging from smaller complaince changes to wholesale UX redesigns directly into their Agile development sprints, for the first time.

The AutoProcess Platform

As functionality and data capabilities had grown over the years, the various user interfaces struggled to handle the weight in terms of both data overload as well as performance.

A user centred design approach was needed to understand the different types of user. Interviews and the interrogation of report logs by user type enabled us to form personas and start to prioritise goals.

“A top-tier Group Manager who might be paid on the national performance of both Finance and Insurance (F&I) products had very different needs and motivations compared to a sales person more concerned with shifting metal.”

UI Design

We used this data to prototype experiments in stripping back the UI’s functionality, only surfacing timely and relevant data determined by the user level login and context.

Marvel helped us quickly develop our rough UI sketches into interactive prototypes that we could quicky test and iterate. As we learnt more and our confidence grew, we progressed to HTML/SCSS front-ends for more realistic A/B testing and eventual system integration.

“Everyone gets presented with the entire set of reports”

Persona Interview: Group Manager

A little Ethnography

“Sitting with the app support team enabled me to listen in and watch screen sharing sessions with end users. Being at the sharp end of the customer experience can be quite enlightening!”

Jonathan Porter, Lead UX Designer

Interviews with the App Support Team and analytics data showed increasing use of AutoProcess on tablets and mobiles as dealers took the sale to the customer on the forecourt.

 
 

Impact

UCD & Agile

Integrated User Centred Design practices into the dev teams agile sprints for the first time.

Responsive

Designed and implemented the front-end of the core platform AutoProcess and client apps as fully responsive using selectve parts of Bootstrap.

Intelligent Brand Management

Modernised the UI development methodologies within the business, delivering transformational application branding capabilities by developing an intelligent Sass/SCSS front-end framework. This continues to significantly reduce both cost and time to market for onboarding new clients.

Mercedes-Benz Brand Approval

Worked directly with Mercedes-Benz to achieve brand approval of a first ever direct to consumer ecommerce product offering.

“Jonathan’s impact has really demonstrated the value of UX to the business as a whole”

Lesley coelho – IT Development Manager at AutoProtect

We thoroughly enjoyed our close relationship with AutoProtect. Working in the heart of their agile team and seeing the value of UX Design so appreciated was incredibly rewarding. To go on to help recruit and on-board the right talent for their own in-house UX discipline was equally so…

Dashboard UI – Moviegoer Analytics

Movio

Movio Webapp Dashboard UI

Movio is the global leader in marketing data analytics and campaign management software working with leading cinema exhibitors, film distributors and studios.

Movio’s mission is to revolutionize the way the film industry interacts with moviegoers.

The Brief

An analyst at 20th Century Fox wants to be able to analyse how the audience for X- men Apocalypse (defined as the Target) compares with the aggregated audience (defined as the Benchmark) of the last three movies that featured X-men i.e. Deadpool, X-Men: Days of Future Past and The Wolverine.

The analyst is interested in 5 key audience metrics:

  • Frequency: On average how frequently people attend the cinema each month.
  • Recency: The average amount of months that have elapsed since people last attended a movie.
  • Box Office: On average how much people spend on tickets each month.
  • Age: Average age of the audience.
  • Gender: The male/female breakdown of the audience.

The analyst is expecting to be able to view a summary comparing the Target and the Benchmark figures. The analyst is also expecting to see the key metrics broken down and charted in a logical manner, expressing the differences between the Target and Benchmark.

Geoff The Analyst

User Persona 1

Geoff is an analyst with a background in mathematics, statistics and economics. He works daily with data, primarily in the form of spreadsheets, but also has experience with more sophisticated business intelligence tools such as SAS, R, or Tableau. Geoff spends a lot of time creating data-driven reports and presentations, so is used to looking at charts and graphs. It is common for Geoff to be working on multiple projects, so Geoff finds it important to quickly identify the relevant pieces of data and determine the best way to present this data to his stake holders.

Specific user requirements:

  • Frequently downloads dashboard data to feed into offline activities.
  • Dislikes over embellished charts and insights which lack context.
  • Is specifically required to report to management the differences between male and female film goers within predefined age brackets i.e. above and below 30 years old.
  • Prefers significant insights to be delivered as natural language insights.

Product Objectives

  • Fast clean and simple.
  • User should not have to do mental arithmetic to understand the differences between the Target and Benchmark.
  • Browser based product optimized for desktop usage.

Sketches & UX Goals

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