Client:
Caterham Cars asked us to create a new flagship website. In addition to redesigning and building the site, we needed to create an online sales platform to support their dealerships across 15 international markets.
A key objective was to ensure that not only did the new site resonate with the brand’s loyal established audience, but also help them reach new markets.
At its heart was a car configurator, an interactive tool which allows customers to fully spec their new car online – a complicated new tech that would involve close collaboration with several third-parties.
Using an iterative design approach, our designers, copywriters and developers worked closely with the client to produce a solution that captured Caterham’s unique ethos.
The result is a beautiful, fully responsive website, capable of creating a seamless experience on any device. It runs as a ‘headless’ WordPress site – a new development technique that allows for greater efficiency.
The site is packed with content, from sales and aftersales, through to live dealership listings and a motorsport section, with new icons and bespoke illustrations throughout.
At the centre of it all is the car configurator. With numerous possible configurations, this was a giant task. But we rose to the challenge, partnering with a third-party agency to produce a fully interactive, multi-step ‘customiser’. Visitors to the site can now design their dream car, calculate its price and proceed to ordering, all in one streamlined consumer journey.
This was a complicated project which required in-depth UX testing and development throughout. We also carried out focus groups with stakeholders from across the business, making sure that the end result perfectly reflected their brand vision.
Caterham have dealerships in key locations around the world. Using geolocation, we developed a solution to provide quick and easy access for customers to find the right dealership and services to meet their needs.
The site went live in January 2019, and was well received by the market.
The car configurator premiered at the Goodwood Festival of Speed 2018, where it proved hugely popular and led directly to new orders. It’s since been rolled out to dealerships across the country.
