Inspired people convert more.
Understand how our immersive lead application inspires people, drives conversation, and reaches an unexpected conversion rate.
Reading time about 3 min.
Start: February 2015
Timeline: 3 months
Agency: Eyecatcher AG - Zurich
Client: Mercedes-Benz Switzerland Ltd. is a national subsidiary company of Daimler Ltd. in Stuttgart. As a sales and marketing company, they represent the Daimler brand Mercedes-Benz.
Services: Host and User Interviews, Tech. Research, UX-Research, Ideation, Gamification, Interaction-Design, Prototyping, GUI and UI Design, Visual Design, Art, Motion-Design, Photography and Image Compositing, Video Editing, HMTL, JS, …
Platform: Native iPad Application + Apple TV
The challenge
How might we activate visitors at events and generate valuable leads?
Mercedes-Benz Switzerland wanted a new iPad game for trade fairs and events. The game should gather potential customers, promote the latest models, and generate valuable leads for further marketing measures.
The Result
We nurtured a relationship with the customers and almost doubled the conversion rate.
Thus, we developed the interactive tablet image quiz «Who Guesses the Benz?» Inspiring gameplay, instant prizes, and an easy competition form boosted participation while yielding high-quality leads.
Additional:
The project also built the agency's product development foundation for a lead generation tool, the «eyeQuiz.» Brands like ZKB, Alliance, … use it.
My Role in the Project
Lead Interaction Designer
As the Lead Interaction Designer overseeing Eyecatcher AG’s creative direction, I guided the development team through every phase of the design process in a co-creative, iterative approach. We explored innovative solutions, prioritized user-friendly functionality, and ensured the final experience met Mercedes-Benz's high aesthetic and brand standards.
Team: Oliver Pell (Consultant), Gerd Moser (Development), myself (Design)
Tools: Fireworks, Illustrator, Photoshop, Premiere, After Effects, Omni Graffle, Keynote, HTML/ JS
In short, the design process
Re-Think the done.
Rather than starting from zero, we analyzed existing applications that no longer met the client’s needs. We interviewed hosts, capturing their insights, pain points, and ideas for enhancing conversations. Their perspective shaped our approach.
From the beginning, we prioritized early prototyping, bringing in honest, unbiased users to test, challenge, and refine our concepts—ensuring real impact from day one.
Design decision
Challenge the Conversation to Drive Conversions
Extensive research and user testing led us to focus on three key principles:
- Motivate Engagement – Design an interactive, rewarding experience that encourages participation, using incentives like prizes to spark conversation.
- Simplify Participation – Make entry seamless and fast, respecting visitors’ limited time at events.
- Ensure Privacy – Build trust by safeguarding user data, ensuring a frictionless and secure registration process.
Engagement, ease, and trust—key to turning interactions into meaningful conversions. 🚀
Final design
The joy of shared exploration.
The iPad application and large-screen display captivated many event visitors, encouraging shared puzzling and guessing. The application's look and feel reflect the brand's emotional essence and attract visitors’ attention from afar.
The Split-screen Solution
Layout structure with multiple elements and screens
By separating the functional layers in our structural concept, we enabled easy customization and implemented split-screen functionality. This allowed us to deliver both smooth gameplay and an eye-catching display visible from a distance.
We isolated a second screen from the iPad to provide the highest privacy during gameplay and data entry. We streamed it to the projector and big screens via Apple TV without displaying gameplay inputs or forms.
iPad (Gameplay)
Video Output (Beamer, Big-Screen)
Interactive Scratch Image
Start exploring by hovering over the image.
Gameplay
Some Shots of the gameplay
During the initial moments of the scratching game, players can choose to stop when they believe they've identified the Benz. However, the clock continues to run regardless.
Instant feedback after the participant answered the question, "What Benz is it?"
Transition screen to the next quiz image. The appearance of the dots transforms in reverse and blends with the upcoming car.
Create a Product
eyeQuiz – Lead generation Tool
The system offers customizable settings for each client's unique quiz configuration. This project laid the groundwork for eyeQuiz, our in-house product used by several major corporations.
We offer three purchase tiers:
Corporate:
Fully customizable and styleable
Identity:
Logo customization with adjustable fonts and colors
Game:
Standard design without customization
What the project taught me
Co-creation, shoulder to shoulder, is not just fun—it leads to priceless experiences.
Close Co-creation between development and design fosters innovation and ensures solutions are tailored to the user's unusual experience.
What I learned
- Use design thinking methods to break out of our stereotyped thinking and generate unique ideas.
- Share techniques used in other disciplines, such as mural painting, can force solutions for complex programming issues.
- Involving the client in the design process and user testing enables them to embrace new perspectives, even if previous arguments were ineffective. Direct experience becomes a convincing truth..
What I would do differently
- I wouldn't do anything differently, just more. This project was one of those where I envisioned bringing the experience to an immersive sensory multiplayer experience. I still dream of it.
Thank you for reading
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