Designing Brand Systems for Behavioral Adoption at Enterprise Scale
Region: Asia Pacific — China, Hong Kong, Macau
Role: Brand Systems and Experience Lead
Scope: Digital product ecosystem, content architecture, behavioral adoption strategy, website redesign
Atomic level: Organism — a living system requiring cross-platform maintenance
Mercedes-Benz WeChat Social Media Platform
Breaking sales barriers through social media
Mercedes needed an avenue to connect to customers in China through the social media platform, WeChat. The design request was to make a simple instant quote system, based on a few simple variables - income, overhead, downpayment - that would allow the user to see options and vehicles available within the affordable range. If a customer reached a certain standard with finances, a loan approval process could be verified and approves within 3 hours and the customer would be led to either the nearest dealership with their new vehicle waiting, or presented to them at a Mercedes ME restaurant with a pomp and flair presentation.
Mercedes-Benz Apple Watch - Dealer Approval App
Efficiency At a Glance
As part of the dealer quote system that was created for Mercedes to communicate between dealership sales teams, I designed an interface for a sales manager to approve or reject quotes without having to access the full POS Dealer Quote System, as well as have quick access to the sales staff information that compile received quotes.
Mercedes requested that I design multiple digital watch faces for a sense of variety that could be available to the dealership staff users to entice the use of the app.
