Understanding human behaviours to deliver Europe’s first online car buying platform.


The traditional way of choosing and buying a car had changed, but manufacturers were failing to meet this new behaviour. 92% of car buyers have now started their research online. And the number of dealership visits before purchase decreased from 7 to 1. Hyundai was keen to act on this information quickly. They saw an opportunity to better serve their customers’ actual behaviour, so they asked us to help.


The human INSIGHT

The car purchase process is complex. People come at it from different angles (from configuring their car to looking at specific offers). They often want to leave and return to the buying/research process. We needed to create an online car-buying platform that would fit into any journey a consumer wanted to take. This need to be ‘respectful of consumer journeys’ underpinned the whole project.


Utilising a simple and intuitive process that can be accessed in different ways – from a car configuration to offers to product pages – Collective developed the UX, design, and front-end build of the UK’s first end-to-end online car buying service. Customers can get a trade-in price for their old car, configure their new car, arrange finance and pay the deposit, all from their laptop, smart phone or tablet. Cash buyers can even have the car delivered to them.

The Click to Buy website utilises a deep understanding of how people want to buy cars to create a seamless, simple and transparent digital experience.


The Click to Buy site is now one of Hyundai’s most lucrative ‘dealerships.’ What’s more, by arming customers with trade-in prices and a pre-agreed offer, it has become a key driver of conventional sales.

Visits to the site per week
Configurations across the car models
Of visits result to a CtB account being opened
Click-to-buy rate