From strategy to design
Owned by eBay, Bilbasen is Denmark’s leading online platform for private and professional car trade. At Bilbasen, new and used family cars, stationcars, convertibles, vans, off-roaders, hybrids and campers are bought and sold at a rate, that adds up to more than 450,000 unique monthly users.
With more than 60,000 vehicles for sale daily, Bilbasen’s mission is to make each individual trade as simple and easy as possible, while still maintaining a high level of information and service. A focused mobile-fist strategy and broadening of the target audience to also embrace a growing number of women users, has let to the need for a new and more accessible design. We worked in close connection with Bilbasen to match the strategic efforts with a new visual identity and design upgrade.
Acknowledging the fact that the majority of Bilbasen’s users care about more than engine performance and top speed, the new design direction moves away from the limited and stereotypical masculine look and feel. Instead, the design is simple, friendly and easily approachable, embracing both the knowledgeable car enthusiast, as well as the inexperienced user who is simply looking for guidance and inspiration. All design elements, from logo to typography and colours are developed directly for an entirely digital context, where optimal performance and functionality takes a front seat to elaborate decoration.
Even though Bilbasen has been relaunched several times over the past 20 years, the latest update is generating unseen effects. In combination with a mobile-first strategy, the new design has prompted a 189% growth in user sign-ups – as well as an 143% increase in log-ins on bilbasen.dk. A remarkable result that far exceeds the initial goals of the project.