Mercedes-Benz Digital Experience

Work Details

How might we simplify complex digital experiences across the Mercedes-Benz ecosystem?

During my internship at Mercedes-Benz USA, I worked across dealer experience, mobile UX, ecommerce, and Digital Extras. While each project addressed a different part of the customer journey, my role consistently involved understanding complex problems, identifying opportunities, and turning them into clear product and business recommendations.

My main contributions included:

• Identifying dealer pain point
• Translating emerging AI capabilities into practical product concepts
• Benchmarking consumer and commerce experiences
• Creating mockups and strategic recommendations

Dealer Delivery App + AI Experience

How could AI make vehicle delivery simpler for dealers?

I mapped the existing dealer delivery and activation journey and identified pain points caused by multiple systems, verification steps, and blockers that often appeared mid-process.

Rather than redesigning the experience around a chatbot, I explored how AI could support the existing workflow at moments where dealers needed more guidance.

This project changed how I think about AI product design: the best AI experience isn’t always the most visible one. Sometimes its biggest value is making an existing workflow feel more predictable.

Cross-Industry UX Benchmarking

What can automotive products learn from leading consumer apps?

I benchmarked products outside the automotive industry to understand how they approached common UX challenges such as onboarding, information hierarchy, and status communication.

I then translated five cross-industry patterns into opportunities for the Mercedes-Benz mobile App and created side-by-side mockups to demonstrate how each recommendation could work in context.

STAR Rewards - Conquest Strategy

How might Mercedes-Benz acquire new customers while building long-term loyalty?

As part of a 6-person intern team, I helped develop STAR Rewards, a referral and loyalty concept designed to turn existing Mercedes-Benz customers into brand advocates. We identified declining lease retention as a key conquest challenge and developed a strategy combining customer referrals, loyalty rewards, and future vehicle incentives. As a team, we benchmarked existing loyalty programs, designed the program mechanics and customer journey, considered rollout and guardrails, and built a business case around acquisition and retention.

We ultimately presented our conquest strategy recommendation to Mercedes-Benz leadership, giving me experience turning an open-ended business challenge into a structured, customer-facing concept and communicating the recommendation to senior stakeholders.