Mercedes-Benz “Discover” Inventory
Create a new shopping feature for high-funnel, new-to-brand users
Methods:
User interviews, competitive analysis, journey mapping, wireframes, prototyping, usability testing
Impact
High engagement from SEO: bounce rate of 20% and an average of 3.2 event clicks per page visit
The Challenge
During a redesign of the Mercedes-Benz inventory experience, we saw an opportunity to move beyond transactional browsing and create a richer discovery moment. While refreshing the inventory page, we proposed a new landing experience- built specifically to engage high-funnel users who were new to the brand.
Our Goal: Inspire exploration, simplify the product lineup, and bring users one step closer to seeing themselves behind the wheel of a Mercedes-Benz.
Research
-
Competitive Analysis
We conducted a wide-ranging audit of both in-category (Audi, BMW, Genesis, Tesla, CarMax) and out-of-category brands (ASOS, Balenciaga, The RealReal).
We analyzed shopping patterns, landing page strategies, and entry points to identify common flows and whitespace opportunities for innovation.
-
Journey Mapping
Using insights from interviews, we mapped the car-buying journey to identify moments where new shoppers need guidance and confidence.
We focused on early-stage needs (orientation, education, and inspiration) and designed for those moments.
Myself (left) facilitating remote user interviews
User Interviews
In order to create our personas and journey map, I facilitated 7 user interviews with recent or near-future car buyers, ranging in age and experience.
Our questions circulated around their progression through the shopping process. We explored:
What prompted their search?
How much research and inspiration did they need and where did they go for those resources?
What made their experience fun—or frustrating?
We also gathered insights beyond this project (dealer experiences, financing, ownership apps), helping to inform future roadmap initiatives.
Design Thoughts
Concepting & Wires
In parallel with the inventory redesign, we explored what it would look like to apply e-commerce thinking to luxury car shopping.
We wanted a page that would feel like a brand-driven shopping trailhead- providing both inspiration and quick access to deeper research tools, prompting higher-funnel users to explore.
Model Lineup Simplified
We’ve heard from users that Mercedes-Benz model naming can be complex. At the top of the Discover page, we provided a simplified overview of our model lineup- quick specs, core differentiators, and brand-aligned descriptions to help users “get the vibe” of each vehicle quickly.
Users can click into specific classes, research tools, or compare models when they are ready for a deeper dive down the funnel.
Pre-Filters
Taking inspiration from e-commerce platforms, we explored ways to give users easy jumping-off points into inventory. These included:
Price Ranges
Vehicle Year (with CPO links)
Lifestyle Tags (e.g., city driver, family-friendly, eco-conscious, etc)
It went live.
Impact
Strong engagement
Bounce rate of just 20.8%
High interactivity
Average of 3.2 event clicks per visit
Effective landing experience for new users
94% of traffic came from Paid Search
Conversions 🙌
Visitors landing on Discover were 69% more likely to become leads than those entering through the generic All Vehicles page
Takeaways
The Discover page bridged the gap between upper-funnel marketing (social, paid, SEO) and our core inventory experience
It gave new users a clear, engaging entry point to begin their research journey
It proved the value of combining e-commerce thinking with brand-led storytelling in automotive UX