Mercedes AMG – "AMG for Web"
Mercedes AMG's digital presence suffered from fragmentation across disconnected channels, creating inconsistent experiences that failed to represent the brand's distinctive performance character. AMG drivers needed to navigate multiple login systems to access services, dealers lacked integrated digital tools, and the passionate community had limited engagement opportunities. Mercedes AMG required a digital transformation to unify these elements into a singular AMG experience while providing the foundation for personalized user journeys under the "AMG-4-Web" initiative.
AsCreative Partner at BOLD Digital, I led the interface design and user experience strategy for this extensive digital transformation:
UX Research & Strategy
Conducted in-depth research with AMG drivers and dealers to identify pain points and opportunities. Developed detailed user personas and journey maps that guided our design decisions and ensured all interfaces would meet the specific needs of AMG's premium audience.
UI Design System
Created a sophisticated visual design language exclusively for AMG digital products. The system featured distinctive typography, interactive components, and animation patterns that translated AMG's performance DNA into digital experiences, ensuring consistent brand expression across all touchpoints.
Interface Architecture
We designed intuitive interface structures that unified previously siloed experiences through consistent navigation patterns and information hierarchy. The UX architecture enabled seamless transitions between community features, vehicle information, personalized content, and dealer tools.
Interactive Prototyping
We developed high-fidelity interactive prototypes for key user flows, including the single sign-on experience, community features, and dealer tools. These prototypes underwent rigorous testing with real AMG users to validate UX decisions before implementation.
Results
"AMG for Web" transformed Mercedes AMG's digital presence into a distinctive, unified platform. Over two years, I developed research-based UX/UI concepts with BOLD Digital Team, focusing on interfaces that embodied AMG's premium positioning. User testing confirmed improved usability and effective brand communication across all touchpoints. The design highlighted AMG's unique position within Mercedes-Benz while strengthening relationships with both owners and enthusiasts.
