MERCEDES-BENZ

DIGITAL LUXURY

ANTICIPATING THE needs OF AFFLUENT TECH CONSUMERS

Exceeding the expectations of the most demanding drivers starts with understanding their needs and expectations

SCOPE OF WORK

Mercedes-Benz was hung up on answering the question "What is digital luxury?"

This project reframed that question as "What do luxury consumers expect from a digital experience?”

PROJECT ACTIVITIES

  • 52 digital ethnographies

  • 8 expert interviews

  • 12 stakeholder interviews

  • Needs mapping

  • Insight & strategy development

  • Opportunity framing

  • Design principles

PROJECT OUTCOMES

A comprehensive global innovation strategy, mapping out how Mercedes-Benz can:

  • Differentiate & elevate the digital experiences that they offer to their discerning consumers

  • Rethink luxury mobility beyond getting from point A to point B

  • Distribute digital innovation across the product portfolio to drive consumer value and improve business results