Creating a new online market leader

How do you achieve trust and exceptional growth in an online purchase journey?

80%

revenue growth

4.6/5

Trustpilot rating

Auto Express: Online Tyre Retailer of the Year, 2016

The rate of industry growth we’ve achieved is unprecedented for retail, let alone automotive retail.
Nick Leonard, Marketing Director, Blackcircles.com

The need

Blackcircles.com wanted to broaden its customer profile by encouraging car owners to purchase tyres online. We needed to design out the barriers, fears, and concerns of traditional tyre buyers and replace them with trust, validation, confidence and most importantly recommendation and referral.

What we did

The existing data and journey flows were explored to understand the current purchase journey. The end-to-end experience was broken down into seven component parts, each a recognised step for an online conversion.

The entire journey was redesigned and reconnected to form a new flow. Live pilots facilitated real time testing and feedback, and incremental improvements achieved.

The outcome

The average UK car owner now realises that there are alternatives to purchasing tyres from the garage. This awareness largely emerged as a result of the re-designed Blackcircles.com online service.

Blackcircles.com achieved significant growth, unprecedented for the retail sector following the journey redesign. 

The company now boasts a Trustpilot score of 4.6/5 from over 77,000 customer reviews and following the redesign Blackcircles.com achieved a net promoter score on par with Apple and John Lewis. The company is now the largest online tyre retailer in the UK and has picked up numerous awards in the automotive sector.

Other times we’ve made a difference

Transformational customer service

Helping one of the UK’s largest commercial banks to transform their service model across all channels, designed with their customers at the core.

Customer Wednesdays

Co-creating a powerful, repeatable design research playbook that mobilised a culture of customer-centric design across an entire organisation.