A milestone on One smart Web’s path to becoming one simple touchpoint to search for, plan, test, customize, book, buy, rent, sell, track, upgrade, optimize, maintain, exchange and share urban mobility.

Mercedes Benz / smart x Publicis Sapient · Design Lead

One smart Web

The ask was to reimagine smart's online experience as a digital expression of the brand's values and believes, and the central interaction and communication hub for customers and prospects. Radical, simple, liberating.

Project details

Challenging the proven status quo to create something next-level is never easy.

The team developed a radical vision and a new look and feel, focusing on an app-like experience that draws heavily on user actions to deliver a dynamic and personalized experience. The approach itself was derived from smarts’ need to reach a younger demographic, as well as the need to capture rapidly shifting consumer attitudes on purchasing cars online, and of course, ever-increasing sensitivity to environmental issues.

An innovative, story-driven and personalizable user experience, focusing on conversion and mobile usage, was at the heart of the new smart.com digital platform, and utilized completely new ‘snackable’ content to communicate the brand’s shift to an ‘all electric’ offering.

All came together in the development of a modern web platform, using state-of-the-art technologies including a headless CMS and 100% open source components.