MercedesBenz Website Communication via UX Design UX Strategy
Mercedes-Benz Website Communication via UX Design
UX Strategy
Relevant • The website presents intrigue contributing to the overall mystique of the Mercedes. Benz brand. • Every element of the website ensures brand consistency across all communication channels
Usable The website content, functionality and message will drive audiences to interact with it based on their individual interests and needs
Desirable The website connects brand’s goals with interactions, imagery and tone helping increase the clientele and retain existing client relationship
UX Design Core Website Principles
Target Audience Business people of age 40+ High income families Young adults of age 25 -40
Website Characteristics • • • Structured Intuitive Easy to navigate Informative Concise
Navigation Functionality • Menu travels with the user staying at the top of the page as they scroll up/down
Navigation Functionality • Home button appears at the bottom by the first scroll-down movement and stays there as they scroll up/down
Navigation Functionality • No titles above each section are necessary as the menu depicts exactly what section the user is browsing by underlining the tab
Navigation Functionality 1. By scrolling up/down the menu tabs get underlined depending on what section of the landing page the user is at 2. By clicking on a menu tab the user gets immediately redirected to that section of the landing page
Navigation Functionality Absence of context/drop-down menu and focus on user interaction via imagery instead allows for more time-efficient user experience
Verbal Content vs. Imagery • Scientifically proven: it takes only 13 milliseconds for a user to see an image • Words get processed via an individual’s short-term memory while images get imbedded in their long-term memory
Speaking Colors
Speaking Colors Classic Black Luminescent Blue Inspired by Coco Chanel’ “Little Black Dress” concept which symbolizes luxury through the combination of simplicity and sophistication Functional Meaning: Expensive product Sensory-Social Meaning: Sophistication Mercedes-Benz’ number one LED color choice Functional Meaning: High Quality Sensory-Social Meaning: Competence Space Gray Neutral color. The base for tertiaries
Header Structure ✖Product ✔Promotion (Header) ✔Content (Body) This prototype is based on the existing website idea of a dynamic header presenting a slide show to the user with the menu on top.
Header Structure ✔Product (Header) ✔Promotion (Slider) ✔Content (Body) This prototype is an experimental design concept consisting of a header as an eye-catcher presenting the product, menu and slider below as a logical attention retainer.
Feedback “The header alone makes me want to buy a Mercedes!” (c) “The header has a powerful image which keeps the intrigue and makes me want to explore the website further” (c)
This Landing Page is designed to increase the brand affinity and visually communicate the key elements of the company’s products and services via graphic means in effective and time-efficient manner.
- Slides: 20