Mercedes me
THE ULTIMATE RESOURCE FOR OWNERS.
Several years in the making, the Mercedes me app was an initiative proposed by our team and ultimately brought Mercedes-Benz into the era of the connected car. Whether using the iPhone or Android apps, the Apple Watch app, or a dedicated owner’s site on MBUSA.com, drivers can do everything from start their car to pay their bill to plan their next adventure. We were also successful in using Mercedes me as powerful source of revenue for the brand. The current app rating is 4.8 on iOS, 4.5 on Android.
Project: Mercedes me owners app and Apple Smart Watch
Role: VP, Senior Group Creative Director, Experience
Activities and Deliverables: For the first iteration of the app and desktop experience, I was hands-on in creating the information architecture for the app, as well as sketching out the flows and UI as I had only one UX designer working with me at the time on this particular track of work. The process for bringing this project to life involved numerous workshops with our US and German clients. I worked closely with the technology team as we iterated toward the final product, and I was also active in advocating for the creation of an Apple Watch version of the app.
OUR CHALLENGE
How do we bring drivers closer to their vehicle, and provide access to features and services they’ve come to expect while also bringing new revenue generating opportunities to Mercedes-Benz?
Vehicle Telematics: Insights into an Owner’s Driving Behavior
Mercedes me gives drivers access to vehicle telematics and real-time data including mileage, fuel level, and trip tracking, with advanced geofencing helping to deliver reports on aggregated driving behavior.
Synthesizing Data from Multiple sources to Increase Engagement and Customer Satisfaction.
Cross-platform analytics data from multiple websites and apps, combined with offline behavior, provide a continuous stream of personalized, targeted content on the platform. Performance data then drives further enhancements and updates. This resulted in increased engagement, greater satisfaction, and higher revenue. We also connected to the business’s Loyalty Accelerator Program (LAP) to push new vehicle incentives to drivers based on how they interacted with their vehicle and the brand overall.
Enabling Customers to Manage the Financing of their Vehicle.
Through integration with Mercedes-Benz Financial Services, customers can now manage their finances simply and securely. Key use cases include making payments to managing accounts, setting up autopay, and requesting a payoff quote.
Schedule Service Right from the App.
Mercedes me allows customers to schedule service at the dealership.
Revenue Generation for the Business.
Having established Mercedes me as an indispensable tool for drivers, we then figured out relevant, non-intrusive ways to generate revenue for the business. Further integration with After Sales and Lifestyle Accessories enabled us to tap into unrealized revenue opportunities through Prepaid Maintenance, Extended Limited Warranties, and personalized gift recommendations.
Further integration with After Sales and Lifestyle Accessories enabled us to tap into unrealized revenue opportunities through Prepaid Maintenance, Extended Limited Warranties, and personalized gift recommendations. We were also able to offer VIN-specific service offers and eCommerce functionality to get drivers into their next vehicle.
UX/UI: wireframes showing the customer flow from home screen to scheduling service.
Apple Watch
The widespread adoption of Apple Watch provided an obvious platform for extending the features of Mercedes me. Our app allows vehicle owners to remote start their vehicle, view their parking location, lock and unlock their car, and check their fuel level. These conveniences were all streamlined and elegantly designed to be readily available within the limited space provided by the watch. The Watch app holds a 4.8 rating in the App Store.
Final designs for the Mercedes me Apple Watch app.
User flow showing the remote start feature.