Introduction
In response to the dynamic and diverse needs of Mercedes-Benz's global marketing team, the OnePortal internal marketing platform was born. In an ever-evolving automotive industry, Mercedes-Benz recognized the crucial role of an efficient marketing team. To stay ahead, they sought to equip their global marketers with a centralized platform that streamlines workflows, fosters collaboration, and enhances productivity.
This case study unfolds the story of OnePortal, a revolutionary tool designed to elevate the marketing experience at Mercedes-Benz.
My Role
Responsible for Discovery, Research, Interviews, Analysis, Wireframing, Usability Testing, and Decision Making on Design.
The Team
1 Designer, 2 Product Owners, 1 Business Analyst, and 7+ Engineers.
project goal
OnePortal aims to revolutionize the work experience of MBC global marketers from around the world.
It serves as a central and unified access point, streamlining their navigation through various tools and marketing content, with a vision to become the ultimate platform for user analytics and more.
Discovery
Our journey of discovery spanned nearly two months, during which we immersed ourselves in user research, engaging in enlightening interviews, conducting thorough competitive analysis, and meticulously crafting an in-depth user journey map.
Interviews
To gain deeper insights into the workflow, needs, pain points, and motivations of Mercedes Benz marketers worldwide, we conducted meticulously scheduled interviews with 13 marketing professionals from around the globe.
Marketers Interviewed: 13
finding the perfect flow
Solution Ideas
Throughout the discovery phase, we embarked on a deep exploration of the daily routines, tools, and essential needs that shape the lives of Mercedes-Benz marketers worldwide. This journey involved meticulous data collection through interviews, extensive research, and a thorough analysis of our findings.
From these insights, we meticulously curated a strategic list of solutions, each intended to enrich the lives of our target users and pave the way for the creation of an exceptional product.
A few moments later
addressing the requirements
Get Access to the New Tool Automatically
During our insightful interviews, users frequently shared their challenges when dealing with external tools. Often, these tools require a convoluted process of access requests via email or phone calls. Compounding the issue, these requests often bottlenecked at the marketing team's headquarters, leading to delays, especially for the global team members across different time zones.
In OnePortal, we've engineered an ingenious solution. Through meticulously designed APIs connecting seamlessly with our suite of external marketing tools, users can now request access effortlessly with a single click. The system instantaneously verifies the necessary criteria, granting users swift and autonomous access within seconds.
addressing the requirements
End2End Content Tracking
Mercedes-Benz possessed a repertoire of internal tools for tracking content, user engagement, and performance analytics. However, due to their fragmented existence, marketers were underutilizing these invaluable resources. Our strategic solution was to integrate these disparate tools into OnePortal, offering marketers a streamlined and expedited means to filter and monitor campaign performance.
This enhancement includes intricate filtering options and proprietary system logic, empowering marketers with the ability to add KPIs to their campaigns. The result is a personalized and tailored view for each campaign, revolutionizing their ability to fine-tune and optimize marketing efforts.
addressing the requirements
Streamlining Access to Essential Resources
Within Mercedes-Benz, marketers grapple with multiple platforms for collecting assets, campaign calendars, guidelines, and other vital information. Managing this array of platforms can be overwhelming, as marketers must navigate various interfaces to stay updated. In OnePortal, we've engineered a solution that consolidates these dispersed resources onto a single, accessible main page.
This transformation allows users to effortlessly access all essential information by merely toggling between tabs. It presents users with a comprehensive view of assets from all internal platforms they have access to, facilitating a more seamless and efficient workflow.
design validation
Moderated Usability Test
To validate the solutions generated during the ideation phase and address the identified challenges effectively, we conducted moderated usability tests. We engaged nine Mercedes-Benz marketers from around the world, providing them with specific tasks to perform within the OnePortal platform. Through meticulous analysis of their interactions and feedback, we refined the platform design, making vital improvements for an enhanced user experience.
hi-fi wireframes
Pixel-Perfect Design Creation
UI creation
Corporate Design System
The OnePortal project embraced the Mercedes Benz corporate design system, ensuring design and development efficiency. This system provided comprehensive design guidelines, covering typography, color, iconography, and spacing. This approach maintained design consistency and facilitated scalability while allowing us to evolve the project without starting from scratch.
appreciation part
