Creating a new business in six months
In short
The leadership team at BCA, a giant of the UK used car market, had quickly come to the realisation that theirs was an industry about to be beset by disruptive change and new entrants.
They had conspired to be their own disruptor by creating a new brand with an entirely new approach to engaging under-served customers, and so cinch was born. The timeline from inception to launch was 6 months, and in that time the brand would have to be created, the product imagined, validated and built, and a wide range of agencies and partners brought together to enable the creation of a new and very different business.
We began by co-creating the brand identity alongside our above-the-line agency Iris, and we set out from the very start to create something that would feel fluid and comfortable moving between the worlds of OOH media, digital marketing, and a fully end to end digital experience for buying a car.
I led sessions with the combined creative team to refine this into something that could be used to execute on the digital product in an incredibly short five weeks, and we created, tested, refined and launched the minimum lovable product in almost exactly six months. Cinch is now a dominant player in a competitive and still changing market that’s worth more than £100Bn and growing.
End to end product design
Cinch was an opportunity to work on a product through the full lifecycle from idea through to launch, refining it at every stage as we learned more about our target audiences.
It was important to all of us on the team that it felt like a brand that was truly at home in digital, and we found ways to ensure the feel of the brand was translated throughout the UI into an experience that was – as the brand promised – faff free.
Impact
We designed, tested, and built and entirely new digital business in a time frame that seemed almost impossible to start with. Getting an MLP into the market as quickly as we did meant that cinch was able to position itself among the first wave of new digital-first car buying sites, an advantage which has allowed it to grow market share rapidly and become one of the leading places to buy a car in the UK.
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