Heycar.co.uk
I worked on Heycar UK from its infancy through the launch of the company. Throughout the venture I was responsible for UX/UI, Brand and Copywriting. I also had a hand in the launch campaign.
In collaboration with Volkswagen we set out to rival the incumbents in the used car market. We validated the unique concept that is Heycar through rigorous research and testing.
Research & validation
We started by researching and validating the value proposition ‘new used, high quality, low mileage cars’ with a representative audience through 1-on-1 interviews.
We also gauged the audience’s perception of existing brands in the space and the desirability of certain features.
With this knowledge, we quickly created quantitative tests in the shape of faux products using Squarespace. We did this to understand users’ willingness to share personal data, and which value prop resonated the most and more.
50
25
User interviews
Dealer interviews
Example user frictions
Trust Issues
People distrust ‘wide boys’ from dealerships and overcompensate by arming themselves with information.
Commitment Anxiety
Fear of committing to lengthy payment plans and high interest rates.
Dealership pressure
People struggle with the pressure of the dealership experience, this encompasses everything from test driving the car to making the final purchase decision.
Validating with dealerships
End customers weren’t the only users of our platform, we also partnered with dealerships.
So, throughout the venture, we tested the proposition with various dealers to validate our concepts and capture feedback.
Example dealership frictions
Sourcing and managing stock
Knowing what cars to keep in the shop requires a lot of work. Every vehicle is a risk.
Constant pricing pressure
Pricing the car competitively requires a lot of legwork and constant monitoring of the market.
Lead management
Quality of leads is good. However, managing leads is time consuming as customers need to be ‘convinced’ of visiting the dealership (with photos & videos of the car).
The brand
The brand work was kicked off with a workshop. The full core team took part and contributed to reaching alignment on values, vision and mission.
We then created a set of values and beliefs that influenced our decisions. In addition to this we fleshed out the brand personality which then informed our visual direction, tonality etc.
Brand book
We created a comprehensive brand book that helped guide everything from customer service to design.
Large scale tests
We tested Heycar against several other brands to validate that we were on the right path.
Visual exploration
A variety of routes were explored to ensure that the visual language met the expectations of the brand.
Custom stock imagery
To ensure quality imagery and a premium feel we created a bespoke library of stock images.
In the production phase, we continued to test regularly, both qualitatively and quantitatively. The gathered data was then leveraged in workshops and the decision making process.
To achieve the most accurate results, we launched a fully functioning MVP, using a dummy brand, within a few weeks. By highly targeted ads, we could control the inflow to our site and gain critical information to make informed decisions.
Product design
The creation of Heycar was a genuinely collaborative effort. The design team worked closely with engineers, growth architects, the product manager, and the business team to deliver quality at pace. Workshops, reviews, and knowledge sharing were regular events.
The result is a company that can rival the incumbents within 12 months from the first line of code. A product that customers enjoy using and a platform that is built to scale.
A robust design process
The design process included ongoing input from data, research, and the team. Lean and agile methodologies allowed for rapid testing and quick changes.
Product architecture
Flows and other design tools were leveraged to aid with communication and collaboration.
Usability audits
Audits were conducted at specific milestones to cover accessibility, usability and more.
Copy audits
Great care was taken to ensure that the TOV aligned with our brand and encouraged user action.
Robust design system
All the building blocks for the website and ads were compiled in a well-structured atomic design system.
The Heycar launch was a rather big event. A lot of time and money went into a campaign that involved national TV ads, billboards, PR events, and more.
I was part of the team selecting agencies for the various work streams and worked with the creatives from McCann to shape the TV, print, and digital ads.
The result was an integrated campaign poking fun at the quintessential British problem of finding somewhere to park.
Launch
Role & team
The core team consisted of BCG Digital Ventures employees topped up with freelancers and embeds from Volkswagen. As the company took shape, we hired people to fill roles in the newco. I was responsible for finding a new full-time head of design and the first senior designer.
As head of design on the venture, I was responsible for the timely delivery of everything relating to the experience, brand, and visual assets. Mainly, I oversaw a design team of two senior UX designers, one senior visual designer, one associate visual designer, and one associate strategic designer.
In addition to the core team, I hired and managed animators and copywriters and supervised part of the marketing work.
I reported directly to the general manager of the venture and had ongoing meetings with other leads as well as BCG partners and C-level executives from multiple stakeholder companies (Volkswagen, Volkswagen Financial Group, Seat, and Skoda).
