Brand and Product design, 2019
Client
Volkwagen
Agency
BCG Digital Ventures
Our challenge was to adapt heycar for the UK market by understanding local consumer needs and positioning the platform to stand out in a crowded competitive market, with features and values that would resonate with UK users and solve frictions like lack of trust.
In a startup-like approach, our process was research-driven and iterative, involving extensive user testing and workshops to refine the platform’s visual language and tone of voice. These sessions were key in shaping both the brand and platform to meet UK market demands. Continuous feedback ensured we exceeded user expectations, leading to heycar's successful entry.
heycar's brand was crafted to be refreshingly honest, helpful, and innovative, with a confident yet approachable tone—qualities that resonated with UK consumers throughout our research and testing. This approach helped heycar build trust in a highly competitive market.
Photography for heycar always features three core elements: context, cars, and people. By applying consistent principles to these elements, we ensured the visual language stayed aligned with the brand’s personality—natural, authentic, and approachable.
Typography for heycar uses the Objektiv Mk3 typeface, carried over from the original brand and used to build the current logo.
To maintain visual consistency, we apply this typeface across all media and formats, ensuring a unified and cohesive brand identity.
Iconography is designed to be simple, modern, and friendly, with a touch of quirkiness. Each icon maintains clarity and consistency, ensuring it complements the brand’s approachable identity.
Interface will guide the user to the right decision, regardless of their experience level.
Reflecting the brand's focus on quality and value, the interface is simple, clean, and ad-free. This minimal approach keeps users focused, helping them seamlessly navigate the platform and find the car they love without distractions.
Design system and brand book were essential for a smooth handover after the incubation, providing new team members with detailed guidelines. The thorough documentation ensured the brand’s values and design principles were clearly communicated for future growth.
As a result of rigorous user research, iterative prototyping, and brand adaptation for the UK market, the Heycar platform delivered a seamless digital experience for car buyers. The platform’s clean interface and tailored branding not only met but exceeded customer expectations, significantly enhancing the user journey from search to purchase.
Shortly after launch, heycar UK saw an 84% increase in sessions and a 247% surge in dealer inquiries, far outpacing its German counterpart and demonstrating strong market performance.
While this initial phase was focused on incubating the platform in the UK, heycar is set to evolve and adapt as it continues to expand. The platform's success has paved the way for its adoption in other European markets, including Spain and France, positioning Heycar as a leader in Europe’s used car market.
Brand and Product design, 2019
Client Volkwagen
Agency BCG Digital Ventures
Design team Ludvig Sandstorm, Ian Housham, Alessandro Gusaschino, Kartik Poria