Mercedes-Benz EQ User Journey
Methods
User interviews, personas, user journey
Impact
Documentation for the team to reference moving forward in design work for the EQC.
Mercedes-Benz EQC
The Challenge
Electric vehicles are new to many car brands and we have an exciting opportunity to try new patterning and styles to create excitement over this new vehicle! In order to prepare for this new task, we regrouped internally and collected new information on an EQ shopper.
Deliverables
Updated EQ Persona
EQ User Journey (Shopping > Purchase > Ownership)
Research
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Competitive Analysis
We began with a competitive audit of luxury car brands (Audi, Genesis, BMW, Tesla, etc) to determine what was industry standard. We liked the modernity and interactivity of the Genesis BYO, but felt our current experience was on-par with the majority of our competitors.
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User Interviews
We conducted 6 interviews with users who were currently driving EVs or looking to purchase one in the near future. We were particularly interested in recruiting at least one Tesla driver to learn about their experience. We asked about the frustrations and delights of shopping for and owning an EV, as well as ideas they had to improve upon the experience.
Persona
User Journey
Following our initial interviews and synthesis for personas, we sat down as a team and started building Pamela’s story, from the first thought of a new car, through shopping and purchase and into ownership and loyalty, to fully understand her whole journey and touchpoints Mercedes-Benz might have along the way.
In the journey, we called out both opportunities and areas at-risk of becoming pain points. After several whiteboarding sessions as a team, I sat down with one of our visual designers and we created the story using events (digital and physical), touchpoints, and pull quotes.
