EQC
EQC — Electric now has a Mercedes. A digital platform that presents the first electric car from Mercedes-Benz and their first WebGL configurator.
EQC — Electric now has a Mercedes. A digital platform that presents the first electric car from Mercedes-Benz and their first WebGL configurator.
EQC — Electric now has a Mercedes.
A digital platform that presents the first electric car from Mercedes-Benz and their first WebGL configurator.
Role. Creative direction. UX/UI Design. Art direction. Style guide. Concept.
OVERVIEW
Challenge: Mercedes in 2019 presents his first electric car to the world in the Stockholm auto fair. But there would be a long gap between the launch phase and market release still, what leads to a long waiting time for the potential costumers to be able to test it and have a better perception about the new EQC.
Approach: As a solution, we designed a platform, with a new design system and experience that would help the user have a better understanding and create curiosity around the new EQC. For a better exploration and self-understanding about the EQC design and features, we created a total immersive approach, leading the user to explore and configure the car in 3D using WebGL technology archiving a top performance level.
01
EXECUTION
EXPERIENCE
DESIGN
As the world becomes increasingly digital, we needed to formulate an identity and visual language that could live across multiple touchpoints. This helped us build an elevated brand experience for Mercedes that reflects the quality of its products. With a minimal design approach using main brand colours we were able to guide the user through the different sections.
Creating original content to highlight the brand values and user experience
To transform how the world interacts with the new EQC brand, we created a new content strategy to a more lifestyle, positive, sustainable and human.
We decided to go even further and make the users feel like they’re part of the experience, which is why we recreated the stage scene from scratch in 3D. By scrolling, the user was able to see the car for different angles and discovering various details like range, acceleration, etc.
02
EXPERIENCE
SIMPLIFYING
PRODUCT CONFIGURATION
The ultimate goal was to visualize the new EQC in a most realistic possible way giving the felling the user that was in control of the experience exploring the car from every angle, providing as well interactive demonstrations of the highlight features and the possibility of configuring the EQC in a different colour, lines and rims in a totally seamless way without any latency using the WebGL technology.
03
MOTION
REAL-TIME
INTERACTION
We created a seamless motion design language, with the purpose of guiding the user and bring value to each behaviour. We used a real-time interaction approach minimizing the gap between what the user expects, and what they experience.
Always with the same language providing continuity in every behaviour.
04
RESPONSIVE DESIGN
FULLY RESPONSIVE,
MOBILE-MINDED
EXPERIENCE
Combining form and function to meet customer needs.
With 52% of Mercedes-Benz site traffic coming from mobile, we established a responsive site framework that optimizes design attributes and user-experience decisions across form factors. Elements like navigation, aspect ratios, and others are tailored to deliver the ideal browsing experience on any device.
