Up until the last few years, used cars have been bought and sold relatively in the same way as trading was done since the 1960s. You wander around dealerships, peek under the hood, negotiate with the seller about the balance price. Of course, you can browse online too, but the logic is the same. And there's nothing wrong with that, quite the opposite – especially if you're interested in cars and have the time, it's quite enjoyable.

But what has changed is the cars themselves. Before, you had to choose between a few brands and petrol or diesel – now there is an endless array of combinations of accessories, power sources, size, appearance, and drive types available. Financing options have also increased. Previously, a car was bought to own or it belonged to the company.

So the truth is, except for a thorough professional, no one can keep up with the dozens of model and powertrain options or financing models from different car brands. This means there's something wrong with car trading.

So it had to be fixed.

In July 2019, Beely was founded, and its online service initially followed prevailing industry practices - how portals operate and how dealerships present their selection. 

After observing the market operations for a year, Beely was ready to move to an entirely new level. Beely's basic concept had proven effective, but something more was needed. Crasman was chosen as the change partner.

– We wanted a different and agile scalable online service that offers a completely new customer experience and simultaneously supports our strong growth into new markets, says Beely's Chief Experience Officer Wilhelmiina Tevio.

– Quite a big challenge.

Big challenges, strict metrics

When improving something good, one must be prepared to work hard for it.

The Beely 3.0 project was initiated with customer interviews carried out by Crasman and Beely, after which it continued to a service design project together with Solita. It sought answers from both Finland and Sweden to, among other things, the following questions:

What does the customer think about a subscription service? What do they compare it to? What could prevent the purchase? What does the customer gain, what do they lose, and how do they perceive these? 

The responses strongly highlighted positive attitudes towards subscription-based driving. Its advantages were seen as ease and risk-free, as ownership is no longer necessary.

In the background is a major cultural shift steering the consumption habits of developed societies towards flexible and ecological solutions. This shift is supported by the growth of electric driving, intelligent energy network solutions, and the development of the entire electricity distribution infrastructure.

There was also a customer base that was not primarily interested in the cars themselves or their technology - only what they needed the car for.

Not just design

When the customer needs became clear, the definition, design, and implementation of the digital service package were required, encompassing client management, operational control, marketing automation, and high-level customer service descriptions.

– We also renewed other technology, and the new online service had to be integrated seamlessly with other systems. This required quick version testing and simplified change management. Crasman ensured very effectively that the integration and launch of the new service were completed exactly how we wanted, Tevio thanks.

How does the new store look?

Once the concept and definition were completed, Crasman planned Beely.fi's functionalities and appearance based on all the collected data to serve one practical purpose: easy interaction.

The website had to offer straightforward tools for car selection and a clear service package where the customer could get all the information they needed at a glance. Nothing more, nothing excessive. 

Wilhelmiina Tevio explains it like this: We hoped the website would convey Beely's core promise. The easiest way to drive is simple, flexible, and personal.

And how did it succeed?

When a customer visits beely.fi, they first notice these points:

1. Beely does not look like a traditional car dealership.

2. They are told they are smart.

3. They are offered the ease of acquiring – not a car.

4. They are shown interest in.
   
   
   

Fifth… they choose a car for themselves.

Read also:

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

The markets change and Beely responds - quickly reacting to data yields results