The INsight.

The world has changed. For most target groups a solid wifi connection is more important than owning any status symbols . But when it comes to owning a car, people still consider them an expression of their individuality. Therefore Mercedes-Benz offers full customization to every individual on any device.

What hasn't changed is that people feel overwhelmed by the thousands of options Mercedes-Benz provides to build a new genuine car. Users are trapped in the paradox of choice and become incapable to make decisions.

The IDEA.

To enable customers to make decisions is the key to selling individual cars.
We created an assistant that helps the user to decide while building a new Mercdes-Benz:
The Decision Pilot.

The Technology Behind IT.

An algorithm identifies the degree of indecisiveness of the user and then triggers a specific view for comparing options. Following a well-thought-out design concept, users are presented with context-sensitive navigation panels that display all the information only when needed.

The complete car configurator is done in HTML5 with retina-quality imagery and 360° views to wow tablet users in 20 countries worldwide.

THE AWARDS.

THE FWA (MOBILE SITE OF THE DAY) 2015
IF DESIGN EXHIBITION 2015
IF AWARD (INTERACTION DESIGN) 2014
RED DOT WINNER (USER EXPERIENCE) 2014