Circle system for Auto Trader site

Digital communications group Circle.com has been appointed to redesign the UK’s biggest motoring website, Autotrader.co.uk, following a six-way strategic and creative pitch against Traffic, E-marketing, The Hub, Hyperlink and Stretch the Horizon.

The site, which sells new and used cars, originally went live in February 1996. It is scheduled to be relaunched in October. The site currently attracts more than 950 000 monthly users, but is hoping to increase this number through the revamp.

Circle.com will work closely with Auto Trader’s in-house design and technical teams to create a site that is easier to navigate and use and also provides Auto Trader with clear indicators of performance and traffic.

Auto Trader Digital managing director Peter McCullough believes the appointment of the London consultancy will ensure Autotrader.co.uk continues to lead the on-line motoring sector.

“The redesign of the site will help us achieve our mission – to present our customers with a superlative service which is efficient, effective and is the only option for customers buying and selling new and used cars over the Web,” he says. “Having Circle.com on board will ensure our objective is achieved, and its creative edge will guarantee a sharper, innovative look for the website, as well as enhancing the appeal of buying and selling cars through it.”

Circle.com Web strategist Richard Huston explains the decision to put forward an interface design methodology as opposed to a graphic design solution: “Internet businesses live or die on the user’s ability to easily complete tasks, so we have developed a methodology where we can measure and quantify improvements the new interface design will deliver,” he says.By Damian Schogger

Digital communications group Circle.com has been appointed to redesign the UK’s biggest motoring website, Autotrader.co.uk, following a six-way strategic and creative pitch against Traffic, E-marketing, The Hub, Hyperlink and Stretch the Horizon.

The site, which sells new and used cars, originally went live in February 1996. It is scheduled to be relaunched in October. The site currently attracts more than 950 000 monthly users, but is hoping to increase this number through the revamp.

Circle.com will work closely with Auto Trader’s in-house design and technical teams to create a site that is easier to navigate and use and also provides Auto Trader with clear indicators of performance and traffic.

Auto Trader Digital managing director Peter McCullough believes the appointment of the London consultancy will ensure Autotrader.co.uk continues to lead the on-line motoring sector.

“The redesign of the site will help us achieve our mission – to present our customers with a superlative service which is efficient, effective and is the only option for customers buying and selling new and used cars over the Web,” he says. “Having Circle.com on board will ensure our objective is achieved, and its creative edge will guarantee a sharper, innovative look for the website, as well as enhancing the appeal of buying and selling cars through it.”

Circle.com Web strategist Richard Huston explains the decision to put forward an interface design methodology as opposed to a graphic design solution: “Internet businesses live or die on the user’s ability to easily complete tasks, so we have developed a methodology where we can measure and quantify improvements the new interface design will deliver,” he says.

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