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Mercedes-Benz Title Tracker

Increasing quality leads through a more contextual conversion experience

Web design

CLIENT

Mercedes-Benz Financial Services

YEAR

SERVICES

Web design

INDUSTRY

Automotive

Overview

Mercedes-Benz Financial Services customers were managing a multi-state title and purchase process through a two-tab document system and an email message center — with no clear indication of where they were, what was missing, or what came next. I led UX from discovery through delivery, replacing that fragmented experience with a guided stepper that gave customers a single source of truth for documents, status, and next steps.

Mercedes-Benz Financial Services customers were managing a multi-state title and purchase process through a two-tab document system and an email message center — with no clear indication of where they were, what was missing, or what came next. I led UX from discovery through delivery, replacing that fragmented experience with a guided stepper that gave customers a single source of truth for documents, status, and next steps.

The challenge

Fragmented Experience
Customers navigated multiple pages and email communications to understand status.

Unclear Requirements
Documentation requirements varied by state and were difficult to understand.

No Progress Visibility
Users couldn’t easily determine what was complete versus what still required action.

Fragmented Experience
Customers navigated multiple pages and email communications to understand status.

Unclear Requirements
Documentation requirements varied by state and were difficult to understand.

No Progress Visibility
Users couldn’t easily determine what was complete versus what still required action.

Approach

The design process was highly collaborative between stakeholder and design teams from start to finish. Early in the project, our research team conducted stakeholder interviews and identified over at least 15+ pain points based on team member feedback. These pain points were organized into broader themes that guided our iterative design process.

Throughout the design process, we tested every version of our design, from wireframes to high-fidelity designs and clickable prototypes.

The redesign transformed a fragmented administrative process into a guided digital experience. By consolidating status tracking, document submission, and next-step guidance into a single workflow, customers gained greater visibility and confidence throughout the title transfer journey while reducing reliance on support channels.

The design process was highly collaborative between stakeholder and design teams from start to finish. Early in the project, our research team conducted stakeholder interviews and identified over at least 15+ pain points based on team member feedback. These pain points were organized into broader themes that guided our iterative design process.

Throughout the design process, we tested every version of our design, from wireframes to high-fidelity designs and clickable prototypes.

The redesign transformed a fragmented administrative process into a guided digital experience. By consolidating status tracking, document submission, and next-step guidance into a single workflow, customers gained greater visibility and confidence throughout the title transfer journey while reducing reliance on support channels.

Key Decision

How much information should we ask for?

Expanded

More vehicle and contact preferences

Benefit: Richer lead information
Risk: Higher submission friction

Balanced

Core information needed to establish intent and contact

Benefit: Useful context with reduced effort
Risk: Less detail for dealer follow-up

Simplified

Minimum information necessary to begin the conversation

Benefit: Lowest barrier to submission
Risk: Less qualification upfront

OUTCOME

The project created a clearer framework for guiding customers through a process that had previously felt fragmented and difficult to follow.

Rather than requiring customers to understand the complexity behind title processing and leased-vehicle purchases, the experience translated that complexity into clear status, guidance, and action.

TAKEAWAY

This project reinforced one of the principles I use throughout my work:

The complexity of the business doesn't have to become the complexity of the customer experience.

Good UX can absorb that complexity and present users with only what they need to understand and act confidently.

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