Divya Mittal
The case study provides a comprehensive analysis of Mercedes Benz, focusing on their future in the retail industry by examining the year 2039. The project's objective was to propose a vision for what the retail landscape could potentially look like for the company in that time frame.
Mercedes-Benz, a division of Daimler AG, is a leading global automotive brand known for designing, producing, and selling luxury vehicles, buses, coaches, and trucks. Renowned for their performance, quality, and innovation, Mercedes-Benz has a rich history and a proven track record of success.
15% increase in vehicle sales compared to the previous year.
80% of customers choose to repurchase or remain loyal to the Mercedes-Benz brand
$60,000, indicating a premium pricing strategy.
25% share of the luxury automotive market.
9 out of 10 customers report high satisfaction with their purchasing experience.
500 dealerships worldwide.
1 million website visitors per month, 37.5M social media followers, and an average engagement rate of 7%.
It's 2039, and the tech-savvy GenY and GenZ, are now used to high-stimulus content and have a tendency to seek instant gratification.
FinTech will likely influence their financial decisions, including investing, budgeting, and planning, through mobile banking apps, digital wallets, and cryptocurrency
IoT & Smart cities, with interconnected infrastructure connecting a multitude of devices and enabling seamless communication and data sharing.
XR will enhance education, entertainment, training, and remote collaboration. Virtual communication platforms and augmented reality technologies will help families stay connected across distances.
Personalized virtual assistants and smart homes to advance automation.
Networks will be more widespread by 2039, enabling faster data speeds, low latency, and greater connectivity. Development towards even faster and more advanced wireless communication technologies
More clean energy & Energy storage technologies will become more efficient and affordable, enabling widespread adoption and reducing reliance on fossil fuels.
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Increasingly building strong inclination towards brand, lifestyle, and Mercedes-Benz Financing options. Contextually leveraging opportunities to generate multiple mediums of revenue.
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Highly personalized and intuitive experience to seamlessly expedite the process. Maintaining transparency, comfort and reducing decision fatigue at every stage.
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Mercedes-Benz customers are uniquely recognized for their contribution to sustainability, planting trees in their name within the green spaces in the Experience Centers.
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Aspiration towards elevation in lifestyle. Focusing on maintaining a luxurious and superior feel to every aspect associated with aesthetics, services, build, and more.
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Leveraging the power of omni-channel combined with AI to provide a synchronous, streamlined, and personalized experience that increasingly adapts with the user and leverages data for informed decision making.
How does Mercedes engage with entry-level consumers that draw them into the Mercedes-Benz ecosystem before they even purchase a car?
How Mercedes-Benz expands its services and engagement after a car is purchased so that consumers can see and feel constant value in their vehicle and the services Mercedes-Benz provides?
This is the primary target user we selected for our analysis. Additional target users that we identified during our analysis can be found here.
Demographics
Behaviors
Constantly researching and staying updated on the latest advancements in electric vehicles, autonomous driving, and connectivity.
Active participation in online forums, communities, and social media platforms to discuss and share experiences related to Mercedes-Benz vehicles.
35 years old, urban dweller, technology enthusiast
Embraces and utilizes advanced features such as voice commands, gesture controls, and augmented reality interfaces in their Mercedes-Benz vehicle.
Enjoys taking advantage of over-the-air software updates to continuously enhance the functionality and performance of their vehicle.
Difficulty in adapting to new features and interfaces due to rapid technological advancements.
Intuitive digital experience, with voice commands, gesture controls, and augmented reality interfaces.
Frustration if the latest technological advancements are not available in their current Mercedes-Benz vehicle.
Stay at the forefront of automotive technology by owning the latest Mercedes-Benz vehicle with advanced features and cutting-edge technology.
Goal
Pain Point
To understand the Mercedes's user's requirements and frustrations in a proper manner. I used two methods:
Secondary Research methods - Desk Research
Primary Research methods - Cognitive Walkthroughs
First and foremost, I performed desk research. This entailed searching online for relevant issues and thoroughly examining the annual report as well as various blog articles. The purpose of this research was to gain a comprehensive understanding of the users' perspectives and identify the pain points within the car retail industry.
To have a detailed view of the research, you can open this link.
Issues I Figured out Through the Analysis
The significance of brand, particularly in terms of vehicles and manufacturers, is diminishing as a deciding factor for buyers. Increasingly, online platforms are providing the option to search for vehicles based on budget, whether on a monthly basis or overall. The emphasis is shifting towards value for money, surpassing brand appeal and desirability.
"Outdated Sales Tactics": Dealerships relying on traditional sales methods struggle to meet the expectations of modern customers.
"Lack of Personalization" Customers expect personalized experiences, but many dealerships fail to tailor their offerings accordingly.
"Slow Response Times" Delayed communication and slow response times create frustration for customers, impacting their overall experience.
"Inefficient Processes" Cumbersome paperwork, lengthy negotiation processes, and lack of digitalization lead to inefficiencies and delays in sales.
We conducted a series of Zoom interviews to gain insights into people's perceptions of owning a Mercedes and their desired additional features. Careful thought was put into crafting the questions to gather specific information. A total of 10 individuals participated in this research process. Through these interviews, we aimed to understand user behavior, and the following are the key findings derived from the questions asked.
Participants expressed a strong sense of pride and satisfaction in owning a Mercedes, often associating it with luxury and status.
Respondents expressed a desire for enhanced connectivity options, such as seamless integration with mobile devices and advanced infotainment systems. They also emphasized the importance of advanced safety features, including autonomous driving capabilities and collision avoidance systems.
Several participants highlighted the need for a more intuitive and user-friendly interface within the vehicle's control panel and touchscreen displays. They desired a smoother and more efficient interaction with the car's technology.
Interviewees shared concerns about the availability of authorized service centers and the need for streamlined processes for scheduling maintenance and repairs. They also mentioned the importance of responsive customer support.
A few individuals expressed an interest in Mercedes offering more environmentally friendly options, such as hybrid or electric models, to align with their sustainability goals.
The hassle of searching for options across various retail outlets.
Time-consuming and exhaustive searches to find the perfect car.
The cumbersome process of exploring financial options and insurance.
Inconvenience caused by the unavailability of the vehicle during maintenance.
Challenges encountered when filing insurance claims for accidents or malfunctions.
Communication channels across different platforms and services of Mercedes-Benz.
Synchronized Experience (Website, Experience Centers, Car Software, etc.).
Mercedes Ecosystem.
Experience Center - member zones with fine dining, AMG racing game zones, clubhouse, golf simulators, etc.
Maintenance & Services.
Test Drive & Simulations.
Merchandise Goodies.
Charging Stations.
Dynamic web content.
Tailored and personalized content.
Software constantly learns and adapts with the user.
AI & voice assistant to guide search and suggestions.
Online test drive simulations.
Visual stimulus.
Luxurious aesthetic in online content.
Pass for member-exclusive zones in Experience Center.
Loyalty program & aspiration towards higher lifestyle.
A hand touch in the world of digital finance.
Mobility Services.
Car Services & Warranties.
Benefits of Mercedes Benz financing.
Locating trustworthy online plant care guidance can be difficult. Online care plans often overlook your space's unique conditions and your plant's specific needs.
Initiate the actual development of the app. Collaborating closely with developers to transform the wireframes and design concepts into functional features, seamlessly integrating backend functionalities.
Release a beta version of the app to a wider audience for testing, gathering additional feedback and identifying any potential issues before the official launch.
Conduct comprehensive testing and quality assurance to ensure the app's stability, performance, and security are up to industry standards.
Launch the app to the public.
Continuously refine and improve the app based on user feedback.
The hands-on nature of the internship provided me with real-world experience, bridging the gap between theoretical knowledge and practical application.
By delving into actual projects, I gained a profound understanding of user perspectives and the impact our designs can have on enhancing their daily experiences.
Collaborating within a team setting was enriching, offering opportunities to share ideas, listen to diverse viewpoints, and witness the collective efforts enhancing the quality of our projects.
Witnessing the tangible positive impact of our designs on end-users was incredibly rewarding.
The internship served as a platform for refining and advancing my skills.
When I initially embarked on this project, my knowledge of cars was limited. However, as I reflect on the journey, I have acquired substantial expertise. 🧠
Throughout the process, I have mastered the art of formulating insightful questions.
I have learned how to extract relevant data from diverse sources.
I have developed a comprehensive understanding of structuring and presenting data in a more impactful manner.
I have honed my listening skills, becoming adept at truly hearing and understanding others.
I have discovered my proficiency as a project manager, effectively coordinating tasks and achieving objectives.
I have also discovered my ability to thrive under pressure, realizing that I perform well in challenging situations.
I have refreshed my interviewing and survey creation skills, enhancing my proficiency in these areas.
