ADAC, Germany's largest automobile club, has supported drivers since 1903. With over 22.5 million members, the brand is synonymous with safety, reliability, and trust on the road. To remain at the forefront of mobility innovation, ADAC sought to transform itself from a traditional mobility brand into a leading provider of digital services. Together with Merkle, the ADAC company ADAC Medien und Reise GmbH (AMR) has created an innovative, user-centred toll portal that simplifies cross-border travel and sets new standards for digital services.
+10%
+75%
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AMR was ready to reinvent its driver services with a strategic shift from traditional toll and vignette provider to becoming a digital service leader. A key project on this path was the introduction of a digital toll portal that makes it possible to purchase cross-border toll products easily and securely online. Previous solutions were complex, unintuitive, and not designed for mobile use. AMR wanted a system that would transfer the service concept to the digital world in a fast and scalable way with real added value for users.
Merkle developed a solution that puts users at the centre, with a clear focus on user experience, scalability, and trust.
Human-centred design:
The platform simulates human interaction similar to an in-person service model—intuitive, friendly, and transparent.
Mobile first:
Optimised for smartphones and tablets so that users can purchase their toll products anytime, anywhere.
Future-ready tech:
Implementation with React and Contentful CMS for maximum flexibility and scalability.
Fast go-live:
Agile development enabled a rapid launch without compromising on quality or security.
Global focus:
One portal for multiple countries, with a uniform, simple purchasing process.
Building trust through design:
Clear communication, reduced complexity, and visual orientation strengthen trust in ADAC’s digital service.
Simplicity that inspires
The new ADAC portal ends complicated booking processes, letting users purchase digital toll products for multiple countries in a single, continuous flow without technical hurdles or confusion.
Trust through user-centred design
The platform feels like a conversation with an ADAC employee, only digital. Targeted UX elements and clear language create a feeling of security and service that significantly increases the conversion rate.
Measurable success
Scalability for the future
Thanks to modern technologies, the portal is not only powerful today but also ready for future expansions, whether through new countries, additional services, or personalised offers.
A real competitive advantage
With a market share of 75% in digital toll products, ADAC has impressively underscored its position as a leading mobility partner. The collaboration with Merkle shows that digital transformation succeeds when technology and user needs go hand in hand.
With excellent UX and deep customer insight, we are setting new standards in digital tolling – intuitive, efficient, and convenient. Tolling can be easy with the right partners.
