Until just a few years ago, used cars were bought and sold in much the same way as since the 1960s. You’d visit dealerships, peek under the bonnet, negotiate with the seller about trade-in values. Of course, you can browse online now, but the logic remains the same. And there’s nothing wrong with that—on the contrary—especially if you're interested in cars and have the time, there's nothing better.

But what has changed is the cars themselves. Previously, you had to choose between a few brands and either petrol or diesel – now there's an endless combination of accessories, power sources, size, appearance, and drive types to consider. Financing options have also increased. Previously, cars were either bought outright or were company cars.

This means that apart from a seasoned professional, no one can keep up with the myriad model and drivetrain options or financing models from various car brands. This suggests that something is amiss in the car trade.

So, it had to be fixed.

In July 2019, Beely was founded, with an online service that initially followed the prevailing industry practices - how portals operate and how dealerships showcase their offerings. 

After observing market operations for a year, Beely was ready to advance to an entirely new level. Though Beely's basic concept proved functional, something extra was needed. Crasman was chosen as the transformation partner.

– We wanted a different and efficiently scalable online service, offering a completely new customer experience and supporting our strong growth into new markets, says Beely's Chief Experience Officer Wilhelmiina Tevio.

– Quite a challenge indeed.

Significant challenges, stringent metrics

Improving a good product requires a commitment to work intensely.

The project titled Beely 3.0 was initiated through customer interviews conducted by Crasman and Beely, which were followed by a service design project with Solita. This process sought answers in Finland and Sweden to questions like:

What does the customer think of a subscription-based service? What do they compare it against? What could hinder the deal? What does the customer gain, what do they lose, and how do they perceive these? 

The responses strongly indicated a positive attitude towards subscription-based car use. Its advantages include ease and low risk, as car ownership is no longer necessary.

Underlying this is a significant cultural shift guiding the consumption habits of developed societies towards flexible and eco-friendly solutions. This transition is supported by the expansion of electric mobility, smart energy grid solutions, and the development of the entire electric distribution infrastructure.

There was also a clientele who were not primarily interested in cars themselves or their technology – only in what they needed the car for.

Not just design

As customer needs became clearer, there was a requirement to define, design, and implement a comprehensive digital service platform encompassing customer relationship management, operational direction, marketing automation, and high-level descriptions of customer service.

– We simultaneously revamped other technologies too, and the new online service had to seamlessly integrate with other systems. This required rapid version testing and straightforward change management. Crasman effectively ensured that the integration and launch of the new service went exactly as we wanted, Tevio appreciates.

What does the new market look like?

After concept and definition completion, Crasman designed Beely.fi's functionalities and aesthetics based on all the collected data, serving practically one purpose: easy transactions.

The site needed to offer straightforward tools for car selection and a clear service package wherein a customer gets all the necessary information at a glance. No more, no less. 

Wilhelmiina Tevio puts it this way: We hoped the website would convey Beely’s core promise. The most carefree way to drive is easy, flexible, and personal.

And how was this achieved?

When a customer enters beely.fi, the first things they notice are:

1. Beely doesn’t look like a conventional car dealership.

2. They are assured they are making a smart choice.

3. They are offered ease of acquisition – not a car.

4. Their interest is keenly attended to.

Fifthly... they select a car for themselves.

Also read:

Within Beely's online store beats the heart created by Crasman.

The market changes and Beely responded – quick data reactions yield results.