At times we worked side-by-side with the Auto Trader UX & design teams. Others were more like a ‘design relay’, alternating sprints between the Output and Auto Trader teams. Working with five key wireframes, we used this process to build the project together, for example showing what a more pioneering or more relatable voice could look like.
Although we were working into specific screens, we used this process to evolve the brand. The use of typography has become more refined and colour is more sophisticated, with an introduction of British Racing Green and a more consistent approach to colour in the logo. Illustration had start to become a little repetitive, so we developed a progressive system, from iconography through to rich illustration.
From this brand development work, we then applied a shift in tone to communicate across several different landing pages, including new cars, used cars and leasing. The different needs of users on each page are reflected in an adaptable approach to design, dialling certain features up and down where appropriate.
Although cars are functional in purpose, they’re often an emotional purchase. We used different components to create a stronger emotional connection with potential car buyers across the various pages. The work is now being rolled out by the Auto Trader team. The result is clearly Auto Trader, but with a lighter, more elegant and contemporary feel to the site.