Boosting Mercedes-EQ’s Hong Kong EV market appeal with a fresh website redesign
A redesigned and engaging website that developed for Mercedes-Benz Hong Kong with the aim of further enhancing the local influence of the Mercedes-EQ brand within the electric vehicle (EV) market.
(6 min read)
Client
Mercedes-Benz Hong Kong
Service
UX/UI design
My Role
Senior UI Designer
Team
User experience Director, Project Manager, Copywriter & Me
Mercedes-Benz is a globally recognized brand that offers an impressive range of luxurious cars. Their EQ models, which are all-electric cars, are gaining momentum and they are focused on further expanding their presence in the market in the coming years. As part of my work at Dentsu Creative, our team was given the task of enhancing the local impact of the Mercedes-EQ brand. We aim to create a modern and luxurious lifestyle that also carries a playful appeal to capture the interest of younger audiences.
What I did
The team was asked to assist the brand in upgrading their website - EQ Hub. My goal was to help effectively convey their message and encourage customers in Hong Kong to consider their EQ models as their top choice, providing the best user buying experience through the website.
➊ Understanding the problem
Mercedes-Benz Hong Kong faces intense competition in the electric vehicle (EV) market, with both established brands and emerging players striving for customer attention. To strengthen its position and effectively communicate the value of its EQ models, the company needs to enhance its website, EQ Hub. Upgrading the platform is essential to provide a compelling user experience that highlights the brand’s unique offerings and positions EQ models as the premier choice for customers in Hong Kong.
How might we differentiate the Mercedes-Benz EQ models in a highly competitive EV market while resonating with customers seeking an elevated lifestyle?
➋ Our users & perspective
Through user research and requirement gathering, we identified the importance of blending modern luxury with a playful appeal to attract younger audiences, particularly creators seeking an elevated lifestyle. These are the identified users:
➌ Major insights & findings
As the electric vehicle (EV) market in Hong Kong grows increasingly competitive, Mercedes-Benz Hong Kong must refine its digital strategy to strengthen the positioning of its EQ models. A well-designed and engaging website experience is crucial for capturing customer interest, differentiating the brand, and driving conversions. The following insights highlight key areas for improvement and strategic focus:
- Competitive EV market – The electric vehicle industry in Hong Kong is highly competitive, with both established brands and new entrants vying for customer attention.
- Need for stronger brand positioning – Mercedes-Benz Hong Kong must differentiate its EQ models to stand out and attract potential buyers.
- Importance of digital experience – The EQ Hub website plays a critical role in communicating the brand’s value and influencing customer decisions.
- Showcasing unique offerings – The platform should emphasize the premium features, sustainability, and innovation of EQ models to align with customer expectations.
- Conversion-driven design – The upgraded website should not only inform but also guide visitors toward making a purchase decision.
➍ Building out the experience
The concepts are presented through the process of sketching and low-fidelity wireframes, subsequently perfected into high-fidelity prototypes through iterative rounds. This phase marks the initiation of the ideation process. I also collaborated with the development team by gathering animation references and creating prototypes to enhance the overall flow for user testing. We iterated on these prototypes through multiple refinement cycles until reaching conformation.
➎ Every little detail matters
From the beginning stages of our collaboration, I worked closely with the client to align the art direction of the website. We made the decision to create an interactive website that goes beyond just scrolling, transforming it into a captivating storytelling website guided by a digital curator.
The design captures the essence of Mercedes-EQ, with a goal of offering drivers the ultimate comfort and intelligence while enjoying the amazing experience of fully electric driving. Our aim for the website is to exceed mere aesthetics. The brand new EQ hub serves as a captivating storytelling website guaranteeing that the EQ audience is taken on an exciting journey filled with impactful narratives and engaging interactions.
The design inspiration comes directly from the sleek design of Mercedes-EQ vehicles. Introducing a new level of luxury by incorporating a minimal and clean approach. Through the use of lifestyle and product images, and a carefully chosen mix of light typefaces and metallic colors, our website aims to immerse visitors in the world of Mercedes-EQ, providing them with a compelling introduction.
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Outcome
Here are the solution highlights at a glance.
- Creating an engaging greeting that not only captivates but also guides users in navigating their way as different buyers.
From the moment the users load the website, they will be greeted by a captivating animated video slider that introduces our brand in a visually stunning way. This acts as a digital curator, eagerly leading the user through the site.
- Improving user experience and driving purchases with smart interactive calculator card design.
On the 1-for-1 Replacement Scheme page, I designed a user-friendly calculator for estimating the cost of replacing buyer's current vehicle with a new EQ car. It includes an interactive tax concession calculator to easily determine potential tax savings when exchanging a user's car for the desired EQ model.
- Upgrading the public charging locations page with visually appealing interactive animations.
On the public charging page, I intended to prominently showcase the Mercedes-Benz electric charger stations by incorporating visually appealing animations that activate upon scrolling, such as a captivating expanding effect when hovering the mouse over the data section. These animations bring the presence of EQ cars to life and make the whole experience even more captivating.
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