Inspired people convert more

How an immersive iPad quiz powered conversation—and nearly doubled lead conversion.

Agencie: eyecatcher AG - Zurich

Client: Mercedes-Benz Switzerland Ltd.

Timeline: Feb – April 2015

Platform: Native iPad Application + Apple TV

Scope: Host & User Interviews, Tech Research, UX Research, Ideation, Gamification, Interaction Design, Prototyping, GUI/UI/Visual Design, Motion, Photography, Video Editing, HTML/JS

TL;DR

Trade show booths struggled to spark conversations.

We explored how curiosity could ease contact – and built an iPad scratch-to-reveal quiz with smooth flows and built-in trust.

The result: more the doubled lead conversion, effortless conversations on site, and a tool later scaled as eyeQuiz across multiple brands.

The Job to be Done

How might we activate visitors and generate valuable leads?

Our client wanted an iPad quiz for events that would spark conversation, showcase models, and gather quality leads—all within a few minutes.

Results & Impact

Interactive quiz nearly doubled conversion

Almost 2× higher lead conversion than standard lead‐capture
High engagement during events—quiz spurred natural interactions
Hosts found it easy to use, attendees enjoyed it
The quiz became the foundation for the eyeQuiz lead tool used by multiple major brands

The Context

Stand out at fairs with playful interaction

At trade shows, Mercedes‑Benz needed more than a static display—they needed interaction. Attendees expect quick, engaging moments that don’t feel like sales pitches, yet still deliver contacts for future follow‑up.

My Role in the Team

Crafting interaction, building brand trust

As Lead Interaction Designer, I drove the creative direction, collaborated in iterative sprints, and aligned design with Mercedes‑Benz’s premium brand standards. I worked closely with consultants, devs, and stakeholders throughout the process.

The Path to the Goal

Design that sparks a conversation

Conducted interviews with hosts & visitors
Analyzed guidelines, tech, and quiz patterns
Ideated user flows, game scenarios, system blueprints
Led workshops with stakeholders and devs
Low‑fi quiz prototyping and validation
Refined UI into high‑fi visuals and functional prototype
Tested usability and optimized performance
Built scalable, themeable design system

Design Decisions That Mattered

Engagement, Ease & Trust – The Key Design Drivers

Extensive user research and live testing led us to focus on three strategic design principles:

Motivate Engagement

Create an interactive, rewarding experience that invites play and sparks real-world conversations.

Simplify Participation

Make the quiz instantly understandable and accessible—no learning curve, no barriers.

Ensure Privacy

Protect user data and shift registration to the end of the experience to preserve flow and build trust.

Together, these principles turned attention into interaction—and interaction into qualified leads.

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Dive deeper – From friction to flow I’ve never believed in standard solutions. Especially not when the goal is to spark curiosity in a crowd that doesn’t want to be sold to. Here’s how a scratch-quiz on an iPad became a quiet invitation to engage – and a conversation starter for Mercedes-Benz. Read on to explore the mechanics behind engagement, ease, and privacy.

Final Design