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
- Simplify Participation
- Ensure Privacy
Create an interactive, rewarding experience that invites play and sparks real-world conversations.
Make the quiz instantly understandable and accessible—no learning curve, no barriers.
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.
Final Design
A co‑created experience in action
Quiz screen on iPad—scratch to reveal, guess the model
Apple TV mirrored output—shared excitement and visibility
Event booth in live use—attendee engagement in action
What the Project Taught Me
Co‑creation unlocks powerful experiences
What I learned
- Design thinking fuels unexpected ideas
- Workshops and field tests change minds
- Cross‑discipline creativity yields innovation
What I would do differently
- I’d elevate this into a multiplayer sensory experience—still dreaming!
- Mapped onto the booth at the Geneva Car Salon
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