5”W2°IX
Building on MB Collectibles, this project uses Desmet & Fokkinga’s 13 fundamental human needs as a framework for creating future use cases and interactions.
5 Ways to Immersive Experience
13
User Needs
3
Personas
Research
The fundamental
research based on
User Needs and
MB Personas.
Human-Centered Design is based on 13 fundamental human needs.
These needs provide a framework for understanding what matters to each user beyond demographics, preferences, and technology.
Building on the existing personas, we use these fundamental needs to explore a more personal and human-centered dimension of the experience. For each persona, we created a moodboard that translates their individual needs into a visual and emotional direction.
Building on these insights, we developed the vision of an intelligent immersive collection that adapts to the user, the context, and the situation. The stronger the relationship with the Digital You becomes, the more personalized and meaningful the experience grows.
Experience the
world of Persona 1
Persona 1
The digital Mercedes-Benz enthusiast.
“Every experience should feel extraordinary.”
Passionately follows the latest innovations and embraces technology as an essential part of everyday life. Values performance, precision, and experiences that feel exciting, progressive, and ahead of their time. Seeks products and services that reflect personal success and create a sense of distinction. Expects highly personalized experiences that combine luxury, innovation, and exclusive attention.
Experience the
world of Persona 2
Persona 2
The demanding quality-seeker.
“Let me decide how I express myself.”
Expects excellence in every detail and values products that consistently deliver on their promises. Appreciates premium quality, craftsmanship, and experiences that feel personal, effortless, and tailored to individual needs. Trusts proven expertise and long-lasting relationships over hype and short-lived trends. Values independence and prefers to remain in control while enjoying services that anticipate expectations.
Experience the
world of Persona 3
Persona 3
The ambitious self-optimizer.
“Put me in the centre of experience”
Values convenience, efficiency, and reliability over the latest technological trends. Appreciates thoughtful attention, seamless experiences, and products that simplify everyday life. Seeks meaningful relationships and values quality time with friends and family. Chooses products consciously, embraces sustainability where possible, and enjoys feeling recognized and special.
Interaction
Interplay
between User and
Collection
User Journey
A user journey describes how a person interacts with an Intelligent Immersive Collection across different moments and touchpoints. Each interaction is shaped by the user’s needs, motivations, and goals, creating a continuous and personalized experience.
To extend the vision of MB Collectibles 1.0, we explored both off-car and in-car use cases.
On the way to the vehicle the user is accompanied by AiVA, her digital companion in the form of an augmented woodland spirit. Through her AR glasses, the companion guides her intuitively towards the vehicle.
As the user approaches, the vehicle recognizes her presence. The chassis gently raises, the side step extends, the door handles present themselves, and the mirrors unfold. Accompanied by a distinctive sound signature, the vehicle creates a welcoming moment that confirms recognition and prepares the experience ahead.
Experience