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Mercedes-Benz Lead Form

Turning vehicle interest into higher-quality leads.

Research · UX strategy · Interaction design Prototyping · Experimentation

CLIENT

Mercedes-Benz

YEAR

SERVICES

UX Research · UX Strategy · User Interviews · Interaction Design · Prototyping · A/B Testing

INDUSTRY

Automotive

Overview

Improve conversion without compromising lead quality.

Mercedes-Benz customers move through a long digital shopping journey before contacting a dealership. I worked across research, interaction design, prototyping, and experimentation to improve the moments where vehicle exploration becomes purchase intent.

The work contributed to a 40% increase in visit-to-lead conversion and created a repeatable framework for continued experimentation.

Improve conversion without compromising lead quality.

Mercedes-Benz customers move through a long digital shopping journey before contacting a dealership. I worked across research, interaction design, prototyping, and experimentation to improve the moments where vehicle exploration becomes purchase intent.

The work contributed to a 40% increase in visit-to-lead conversion and created a repeatable framework for continued experimentation.

The problem

Every extra question added context — and friction.

Customers wanted a quick way to express interest. Dealers needed enough information to understand and respond to that interest effectively.

The challenge wasn’t simply shortening the form. It was finding the right balance between customer effort, lead quality, and visibility within the shopping experience.

Every extra question added context — and friction.

Customers wanted a quick way to express interest. Dealers needed enough information to understand and respond to that interest effectively.

The challenge wasn’t simply shortening the form. It was finding the right balance between customer effort, lead quality, and visibility within the shopping experience.

Design response

Treat the experience as a set of testable hypotheses.

Rather than redesigning the form once and assuming the problem was solved, I explored variations across form length, information sequence, and interaction model.

The goal was to understand which changes actually improved conversion rather than relying on design preference alone.

Key Decisions

Reduce effort without removing useful context

I tested different amounts and sequences of information to find where additional dealership context stopped justifying the effort required from the customer.

Test visibility as well as content

Modal and slide-in patterns created different tradeoffs between prominence and continuity. Both became hypotheses to evaluate rather than subjective design choices.

Impact

A stronger path from browsing to action.

+40% visit-to-lead conversion

The work improved the transition from vehicle exploration to lead submission while establishing a clearer experimentation model for future optimization.

A stronger path from browsing to action.

+40% visit-to-lead conversion

The work improved the transition from vehicle exploration to lead submission while establishing a clearer experimentation model for future optimization.

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