smart car

Small car. Small budget. A great brand to test new ideas.

The name Smart derives from the cooperation of the Swiss company Swatch with Mercedes-Benz: "Swatch Mercedes ART". A sub-brand in the Mercedes-Benz portfolio, smart occupies a unique position in the marketplace. They have a very niche market, and they’re currently transitioning to an all-electric offering, but the mission remains the same: create a brand that is fresh, fun, and more relevant than ever. The Smart brand ceased operations in the U.S.in 2019.

Project: smartUSA platform redesign

Role: Group Experience Director

Agency: Razorfish

Activities and Deliverables: I was responsible for leading a small UX team through the re-platforming and redesign of the smartUSA website. This involved ideation workshops and sketching sessions with our client, competitive audits, reviewing wireframes and designs, and creation of the features matrix.