Client
Champ
Industry
Retail | Tech
Skills
app_design | digital_strategy | ui_design | ux_design | copywriting | visual_identity
Start your engines
When you have a specific and clear role, the value you bring to your clients is understood and probably felt in real time – so how do you evolve from this spot, which isn’t at all bad, considering the need to expand and grow, and redefine your role and value proposition? This question served as the basis for our mutual work with Champion Motors, one of the biggest car importers. CM’s role is clear and creates great value (we’ll take an Audi, btw), but anyone, person or business, who’s ever felt the inevitable strive for growth – recognizes it immediately. It was time to make a decision to grow into a bigger role, wider abilities and deeper value. It was CM’s time to tighten its relationship with its clients through direct brand value, alongside their excellent imported vehicle brands. We joined forces in a long-term, close and inspiring collab that included product strategy, and designing the UX, UI and UX writing for the app. It was time to race ahead and give a much bigger value, to enhance client loyalty, and create a striking differentiation.
There is you in value
The vehicle world offers many digital products, so the challenge wasn’t just creating it, but making it truly excellent and valuable, to position CM ahead of a growing market, and its imported brands. CM used to have an app tailored to every brand, but as we know, a name itself can’t offer essential value (we’d still like that Audi though) – so app usability wasn’t great, and the experience did not create new needs that’ll increase engagement. Another challenge had to do with the brand’s presence in its clients’ lives: a car importer is there when clients purchase or when cars need fixing.
Our strategic research included professional workshops and CM’s customer journey map, to help us refine relevant touchpoints and opportunities. CM’s great team helped us define its biggest advantage: data, a powerful engine for creating value. We then came up with three interfacing roles: improving driving for people and society; enabling every driver to better manage their vehicle; and enhancing driving with good experiences. The tools that connect CM’s role to correct data use, are goals, insights and experience, respectively. We then figured out the data’s role in all this: reflecting, utilizing and collecting. We called this entire map DATA DRIVEN VALUE.
Connect to your car and yourself
CM’s brand essence is CONNECTING YOU WITH YOUR VEHICLE. Champ, their new product, was born out of this idea. The logo is shaped like an M and reflects an open road, while the main app color is a security-instilling dark blue, which also assimilates a clean, fresh road. The logo features a light gradient from blue to turquoise, conveying movement and growth. When designing the app, we knew we had to come up with a comprehensive solution that adds real value to clients, empowers their experience and helps create a long-term relationship. We developed a new feature that connects CM garages to one digital system, allowing for quick and easy appointment booking. Clients can choose their preferred garage, book it conveniently, and get reminders and notifications from the app. The services offered in the app also help strengthen the connection between clients and brand – road assistance services, towing and real time technical support, help clients feel seen and at ease. Services such as collecting and returning vehicles form the garage help clients go about their day without worrying about their car.
We've got a new Champ
Part of our app design included verbal guidelines. This ensures united and accurate communication. They focused on an eye-level tone of voice, simple, gender-free and friendly to all social groups, whether you’re a vehicle buff or a carpool driver – Champ is for everyone. It’s worth nothing the name Champ, as it signifies the shift from a vehicle-based app to a human-centric product.
It celebrates people, not cars, nor CM. With a personalized and advanced user experience, Champ makes car management accessible, easy and delightful. This is how CM strengthens the relationship with its clients, positions itself as a sector leader, and deepens trust and loyalty through value. Now, about that Audi…
