Case study:
Partnering with Publicis Emil to improve the user-experience on Mercedes-Benz website
The challenge
As the main account holder for Mercedes-Benz, Publicis-Emis were tasked with identifying reasons for low engagement and high drop-off on the site’s owners area.
Our approach
We needed to evaluate the overall usability of the Mercedes-Benz owners' area by assessing its performance in real-world scenarios with actual users.
To do this, we employed remote-moderated usability testing with 10 participants using their own devices to simulate natural use.
Participants would be asked to perform typical tasks such as registering for an account, finding parts and accessories and buying a service plan.
What we did
Held a kick-off meeting with the project team to explore hypotheses, agree tasks, map audiences and identify constraints.
Recruited current and prospective Mercedes-Benz owners using targeted Facebook adverts.
Co-designed the research, completing 10 remote research interviews and usability tests with a range of people in line with the brief.
Results
Identified 20 usability issues, including 6 high severity and 11 medium severity issues with detailed and actionable recommendations on how they could be fixed.
Delivered full study in 10 days, from kick-off meeting to findings presentation.
Achieved 80% attendance rate on the live stream, with 2 senior stakeholders observing.
The client adopted our recommendations in full and the site has been redesigned using our suggestions.
Retained as a trusted advisor and partner by the client.
“UserLab were a great addition to our team. Their knowledge and attentiveness helped us learn from the offset and the findings included not only user feedback, but an array of best practices and recommendations.”
— Verity Smout, MB Project Lead