Daimler Trucks

DTNA’s revamped mobile experience drove a surge in engagement, with daily active users tripling and monthly installs more than doubling. More importantly, users found what they needed 90% faster.

Daimler Trucks North America (DTNA), the parent company of trucking brands Freightliner and Western Star, is an industry leader in the trucking manufacturing and aftermarket parts industry. As part of a major initiative to grow its aftermarket business unit, Daimler set out to modernize the mobile experience for truck parts buyers and resellers by enhancing their existing Alliance Parts mobile experience, which was ultimately rebranded to DTNA Parts during the course of the project.

Platform

Mobile Experience

The Challenge

Daimler Parts North America needed to address several issues with their parts store to support both their expanding part catalog and their expanding audience. They needed to be able to serve both their existing dealer network who were currently using the mobile store, and update the UX/UI to serve the needs of new target B2B and D2C audience segments, aftermarket part resellers and owner-operators who wanted to do their own repairs. Key challenges included enhancing filtering and search functionality to accommodate thousands of new SKUs, improving representation of multiple DTNA brands, and introducing mobile promotions targeted by user behavior, location, and brand preferences. Midway through the project, Daimler made a decision to rebrand to leverage the DTNA name for better brand recognition in the new markets they were going after.

The Solution

ATF partnered with Daimler Parts North America to deliver a strategic brand refresh and UX design overhaul of their mobile parts store which began with an in-depth audit to uncover all of the friction points in the purchase funnel that were hindering conversion. We provided an updated UX/UI design that streamlined part search, unified DTNA’s multi-brand part catalogs into a single experience, and introduced the flexibility needed to serve both longtime dealers and a growing base of B2B and D2C buyers.

SERVICES

• UI/UX Design

Project Highlights

Our brand refresh and UX design update enabled Daimler to deliver a better and more scalable parts buying experience for both their dealers and independent buyers.

Advanced Filtering

Expanded filtering to include by category, subcategory, and manufacturer to surface the most relevant parts quickly.

Optimized Part Detail Screen

Clear product images, technical specs, and relevant resources supported faster, more confident buying decisions.

Cross-Catalog Search Experience

Parts from Freightliner, Western Star, Alliance, Eaton, Bendix, ExxonMobil, Meritor, and Detroit catalogs were centralized into a seamless interface.

Dealer Enablement Features

New tools like the email queue and resource integration gave dealers more flexibility to share information and support customers.

Results

Daimler advanced their aftermarket strategy by delivering a better mobile experience and enabling their customers to find the parts and information they needed more quickly.