| Title | DECISION PILOT |
| Brand | MERCEDES-BENZ |
| Product/Service | ONLINE CAR CONFIGURATOR FOR TABLETS |
| Category |
A02. MOBILE WEBSITES AND WEB APPLICATIONS |
|
Entrant Company
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JUNG von MATT Hamburg, GERMANY
|
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Advertising Agency
|
JUNG von MATT Hamburg, GERMANY
|
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Production Company
|
SEVENVAL Koln, GERMANY
|
Credits
| Stefan Mohr |
Jung Von Matt/Next Gmbh |
Managing Director |
| Fabian Roser |
Jung Von Matt/Next Gmbh |
Managing Director |
| Robert Andersen |
Jung Von Matt/Next Gmbh |
Digital Creative Director |
| Michael Seifert |
Jung Von Matt/Next Gmbh |
Digital Creative Director |
| Oliver Machulla |
Jung Von Matt/Next Gmbh |
Art Director Director Digital |
| Katharina Koeth |
Jung Von Matt/Next Gmbh |
Senior Ux Designer |
| Leonid Fishman |
Jung Von Matt/Next Gmbh |
Art Director Director Digital |
| Karim Chughtai |
Jung Von Matt/Next Gmbh |
Ux Designer |
| Kai Ebert |
Jung Von Matt/Next Gmbh |
Account Director Director Digital |
| Andreas Kiesel |
Jung Von Matt/Next Gmbh |
Senior Project Manager Manager Digital |
| Markus Fuchtmann |
Jung Von Matt/Next Gmbh |
Head Of Qa |
| Johanna Mang |
Jung Von Matt/Next Gmbh |
Qa Mangager |
| Margit Motzek |
Jung Von Matt/Next Gmbh |
Qa Manager |
Creative Execution
For each device there are different concepts of Mercedes-Benz car configuration. The Decision Pilot is the configurator website optimized especially for tablets.
The Decision Pilot supports its user to decide on his very own Mercedes-Benz through context-sensitive navigation panels, the instant reward of interactions and an algorithm to identify indecisiveness of the user, which will trigger a specific view for comparing.
The Decision Pilot also provides the user with HD-quality images of the cars and 360° views; integrated in an elegant and snappy interface design.
The Decision Pilot works in 16 languages and has been launched in 20 countries worldwide – e.g. Canada, Singapore and Sweden.
Before the Decision Pilot the number of cars built on tablet devices was declining. Even though the percentage of tablet ownership among Mercedes-Benz drivers is very high.
After the launch of Decision Pilot the number of unique visitors increased by 36% and the number of cars built by 270% - without any media support. Four of five users liked the new configuration experience so much that they came again (79% more revisits). The users also shared their newly built cars on Facebook (73% more referred traffic through Facebook).
The brand Mercedes-Benz is defined by its uncompromising approach to reach for the best. In the age of individualization the best separates into a plurality of bests. Customization is the answer. But the value of customization is only as good as its usability.
Therefore usability is the key to success for customizer tools like Mercedes-Benz’ full-configurator for tablets. According to our user research we stumbled upon the insight that the biggest usability problem users have isn’t an interface issue anymore but the capability of the user to choose and decide among all the possible options.
Taking this insight seriously our idea was born: Instead of the usual glossy-sleek car configurator we created a sleek-glossy Decision Pilot, which helps the user automatically decide and control the abundance of customization choices. Consequently the Decision Pilot is the first Mercedes-Benz assistance system a user will experience – long before he buys one.