For simplicity and ease of use, the LC does not ask repetitive questions, but rather uses an exciting user interface and intelligent interaction channeling in order to communicate with each user. This ensures an exciting experience along the way and works in complete absence of personalized data. Since the LC makes use of abstract information – that is, customer preferences implicitly encoded in user behavior – classical assumptions are replaced by actual data points.

This abstract information generated by users serves as input for new user profiles, thereby forming a self-fueling big data cycle. At the same time, large amounts of information about the up-to-date Mercedes-Benz vehicle portfolio are key in the creation of vehicle profiles.

The combination of both, user and vehicle profiles takes place in a multi-step approach: Initially, data collection and crowdsourcing build the foundation for user profiles. Here, gamified experiments help to collect directed data (where needed) and optimize the algorithm. Subsequently, current vehicle profiles are transferred into a high dimensional digital car space, which houses the “DNA” of every vehicle available in the LC. Finally, the LC makes data excite by matching user and vehicle profiles – all esthetically visualized within an intuitive user interface.

Development and implementation of the LC takes place in close cooperation between Daimler AG and a team of highly capable, specialist partners – each of which contributes their relevant expertise.

From the idea and concept phase to presentation of the first prototype, it took approximately three (3) months. Turning the prototype into its final version and connecting the LC to other digital sales channels – i.e. the traditional car configurator – took another four (4) months.

Every single data point collected along the user journey directly contributes to the results the user sees, as all this data helps to create the best flow for each individual user. Here, the easy to use interface and the hidden intelligence work in perfect sequence. The LC actively controls and adapts the initial selection of lifestyle categories, which the user can choose from, as well as all remaining lifestyle categories. At the same time, the LC computes when a match is significant enough to present their individual vehicle recommendations to the user. In short – the algorithm hidden in the background constantly tries to find the perfect vehicle for each user’s needs. Thanks to the LC's intelligent and individual interaction with each user, more than 50 percent of all users take next steps in their purchase decision.