Background.

Cinch is the user friendly car service backed by BCA, one of Britain’s biggest automotive service companies.

The aim was to be the only place UK consumers needed to go to buy, sell or part-exchange a car. The mission is simple. To take out all the irritations and hold-ups that make changing cars trickier than it needs to be.

The brief.

British Car Auctions approached us with an exciting challenge: to conceptualise, develop, and launch their inaugural B2C digital venture.

Their goal was straightforward: to simplify the car buying process. There was a significant gap in the market, characterised by traditional platforms inundated with technical jargon and complex figures, leading to user dissatisfaction.

It was obvious that a more user-friendly approach was necessary to enhance the car purchasing experience. One that was lacking in the market at the time.

Part 2

Defining direction.

With the brief of 'user friendly' I started playing with ideas of gamification, while keeping things accessible and simple.
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By creating a more engaging environment for the user, structured around it's underlying mechanics, I hoped to create and experience that left the user feeling positive about engaging with the product.
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(fyi: Gamification doesn’t mean in the entertainment context but isn't limited to everything but that!)

Part 4

Testing and iterative design.

The agile process was a boon as I was able to work in shorter sprints, defining and repositioning what worked and what needed improvement. Paper prototyping in our shared office and high fidelity prototype testing using Protopie ensured a wealth of feedback to incorporate into future sprints, providing we stayed a few cycles ahead of our development team.