Rachel Samuels
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Registration Redesign

MBFS is the financial arm of Mercedes-Benz, where drivers can go
to lease, finance, make payments and more. It’s a common destination for all Mercedes-Benz owners.

 

Registration Redesign

While MBFS has a healthy user base, online registration was low. The objective was to revamp the registration process in order to increase the registration rate and site usage.

 
 

MVP

Analytics showed there was significant drop off in the second step of the original registration flow. By reversing the steps so users found their contract first (and improving the information hierarchy and UI) we reduced friction and increased registration completion rates (a core KPI) by 75% or 17,000+ net new users since the launch in October 2017.

Analytics showed there was significant drop off in the second step of the original registration flow. By reversing the steps so users found their contract first (and improving the information hierarchy and UI) we reduced friction and increased regis…
 

Challenge

In order to implement a universal profile across all Mercedes-Benz web properties, we were tasked with migrating existing MBFS users to the global login system.

 
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Migration Scenarios

We identified all possible use cases then created the associated user flows.

 
 

The migration process required users to go through a security check to validate data then identify themselves and create new login credentials. Once migrated, users are able to access all Mercedes-Benz platforms, with the same credentials.

 
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