Mercedes Benz, the historical German automobile brand, presents its new electric car entering a sustainable and competitive market. Mercedes EQC is proof that a dynamic and innovative lifestyle through mobility, at the same time taking care of our environment, is possible.
To promote what Mercedes can offer to potential buyers of EQC, I’ve been asked to develop an application that shows the users how this car can fit their habits in a smart tekki life-style as a realistic proof of concept for them.
I have started by making a general analysis to evaluate how the other brands producing e-vehicles promote and persuade potential buyers to make a change and switch to electric cars and buy their products. I selected 5 electric cars from different worldwide brands which are considered the best choices in 2019. Then, I analysed the criteria these brands are using to promote their e-vehicles in the best way.
Once I finished the general analysis, I came up with the most relevant conclusions which are directly applicable to the future EQC App.
In my specific analysis and research, I downloaded different Apps to know the characteristics of the competitors and to get along with their way of solving certain concerns.
In this specific analysis, I mainly focused on the design in general terms: the user interfaces, UI elements, and intuitiveness in use. I took some time to understand the navigation of the Apps, the Menu and the how these Apps are defining the main features.
Also, it was important to understand how other users, with a different point of view and non-UX designer approach, value these Apps. That’s why I asked for a usability test my partner and friend.
After testing different products, I have done a global summary of the analysis, picking up the most remarkable annotations in terms of design and user experience.
The Apps I analyzed are Smart Experienc-e, Explore, Die Autosuche (Volkwagen), GO I-PACE (Jaguar) and EQ Ready.
Key Pain Points
Someone said «Designing for everyone is designing for nobody». It doesn’t mean that the product won’t be useful for everyone. It means that, in the process of analysis, conceptualization, and development, I will focus on the target group, strong potential buyers. In this way, I make sure the App will cover - at least - the needs of this group. Following the information I was provided regarding the target group, I could investigate the kind of potential buyers of EQC by building with precision two Personas. I used for this quantitative and qualitative information I’ve got thanks to my research.
Marina is actively looking for her first new car. As a technology lover, she is happy to use an App to discover more about this e-vehicle. The App has to convince her to make her final decision. She will pay special attention to the smart UX features this car is offering, making her daily life easier.
Andreas is just curious about the e-vehicles. He wants to know more but he doesn’t want to go to any shop to ask directly to the seller. He is not looking for a car but with the app we want him to feel attracted and consider the possibility of buying a new car which is matching with his sustainable-lifestyle. The App should show enough information to convince an introvert person like Andreas to buy the car without the need to go to the Dealer shop.
Thanks to this Personas, I could go deeper and understand the needs, the attitudes and behaviors of the potential buyers and what they will expect from the Application. Also, thanks to this exhaustive research, I could understand their behaviour patterns and this will help me to define scenarios and map their journeys while using the application.
After understanding the main criteria of the competence, I have a clear idea how to define the main features of the app, at the same time clarifying navigation and helping users to get along with EQC benefits.
Having in mind that the main goal is to let the users know how the EQC can fit their daily-life habits, I developed the main features which can communicate how the e-vehicle can be used by other drivers. Also, I defined the other basic features to provide the user more specific concerns about the EQC.
Main feature: User Stories
The main goal of the App is to show the users whether the EQC fits their habits. The main feature will present different user stories explaining how they are using e-vehicle in daily life and sharing their experiences. At the same time, the user will discover technical aspects of the car according to different cases (energy consumption, charger methods…). Also, User Stories will embrace trust and feeling of individual identification with the life-based examples in which EQC and personal stories are used.
Technic aspects: EQC
This is the overview presentation about the vehicle. Here the users will find all the informations they need to know Mercedes EQC, from technical aspects to smart UX features. Also, the user can check the nearby Dealer and make an appointment to test the car.
After see other User Stories and get familiar with different ways of enjoyable using the EQC, the route calculator will help the customers to test if the car fits their lifestyle. They can define a route and see energy consumption and other influencing factors. Also, they will be able to see how many charging points they can find along their routes.
This feature will offer an overview of the loading points via maps. The users will be able to see what are the closest charging points according to their current location, filter different typologies of chargers and save prefered chargers.
Register for EQC
With this feature, the users can become a part of Mercedes vision of electromobility.
Once I defined the structure of the App, I defined different users flows with the help of the Personas I developed previously. My two personas have two different goals. The main goal for Marina is to buy an e-vehicle, while the main goal for Andreas is just to get to know better the benefits of e-vehicles. That’s why their app journeys will be different.
Persona 1 - Marina Vilalta
The User Journey of my first Persona is focused on the sales process. In the next flow diagram I defined the two possible journeys the user can take by using the App.
Persona 2 - Andreas Schulz
The User Journey of my second Persona is based on need for understand the benefits of having an e-vehicle by testing all the features the App offers.
This flow diagrams helped me to understand the user behavior while using the App and how this one can fulfill their needs depending on their needs.
My proposal is based on the idea of User Stories to generate trust in the potential buyers of EQC. I have developed a low-fidelity prototype with the first wireframes to visualize the main function of the App.