drive user engagement - 5 killer tactics
DESCRIPTION
In 2011, our long standing client Mercedes-Benz challenged us to transfer the printed C-Class Coupé product brochure onto the relatively new iPad. At the time tablets were an under explored avenue for car buyers and we did not simply want to produce a carbon copy of a static medium. In the absence of standard competitors, our small team set out on the mammoth task of creating a benchmark app. So far the results have been phenomenal, in the span of three years we've produced over fifteen apps, received several accolades and most importantly saw record breaking sales from Mercedes-Benz. Through this process we have learnt more than a handful of valuable lessons which we have distilled in to “5 Killer Tactics to Drive User Engagement”. We firmly believe our insights can benefit both the B2B and B2C sector, and we highly recommend that these tactics be utilised for your next UX and user experience strategy.TRANSCRIPT
A BRIEF BACKGROUNDWorking with our long-standing client Mercedes-Benz, we have
produced over 15 apps in the past few years. These ranged from
utility apps and tools to digital brochures and point of sale.
Here are a few tactics we have learnt so far:
KESKeep Everything Simple
Simple interactions bridge complex reactions
1
USE THE RIGHT ACTIONSWe found that learned actions, such as touch
and hold or swipe with three fingers, are brilliant in utility apps but are a barrier elsewhere
2
BLUR THE LINES BETWEEN DECISION AND PLAYD isguise the decision-making process within an interaction
We presented users with a vehicle comprised as a split screen to showcase two different model lines; a slider function allows interaction and reveals the whole vehicle when a decision is made
3
FORM OVER AND FUNCTIONThe Mercedes-Benz CLA-Class app is a fully interactive, 360°, interior
and exterior tour – blending aesthetics and functionality
4
DEPLOY CULTURE
Keep up with cultural trends. We encouraged users to take screenshots by mimicking Instagram-style photos. Why just have vanilla when you could have sprinkles...
Read Ad Age - “How Instagram-Style Images Perform Better Than Studio”
http://bit.ly/InstagramPhotoAds
5
STATS TO BACK UP OUR CLAIMS
The A-Class iPad app had a 62 min average engagement per user at its peak
The C-Class Coupé iPad app has seen over 90% of its users download the most recent content
The CLA-Class iPad brochure app was awarded Mobile of the Day by FWA
OUR APPROACH? For every new Mercedes-Benz app we look at how the previous ones have been used,
dissecting every element and journey to siphon out the riveting from the less interesting
and craft the next experience based on what people actually use. The user journey of the
CLA-Class is the culmination of this and the insightful user feedback we have collected
has provided the UX foundation for the amazing new C-Class app.
CREATIVITY | ANALYTICS | INNOVATION
Ryan Bousfield is the Creative Director at Digital Annexe@DigitalAnnexe | +44 (0)845 456 6042 | [email protected]
digitalannexe.co.uk
ANY QUESTIONS?