Summary

Relaunch of HUK-Autowelt: a platform for buying and selling cars that moves the brand closer to parent company HUK-Coburg while staying distinct — with measurable impact on conversion and customer satisfaction.

Key data

Role: Design Lead

Client: HUK-Autowelt (in coordination with HUK-Coburg)

Team: Cross-functional, with an external agency for parts of the marketing assets

Scope: Trade-in flow, sales shop, content & tone of voice, marketing materials

Challenge

HUK-Autowelt needed a modern, contemporary look — one that clearly echoed parent company HUK-Coburg without losing its own identity. The platform serves two core audiences with different needs: users who want to sell their car, and those looking to buy one.

The biggest hurdle wasn't visual — it was organizational. Different stakeholders brought in different, sometimes conflicting requirements. These had to be made visible, understood in their interactions, and reconciled into workable compromises before any redesign work could begin.

Process

• Alignment workshops with all stakeholders to consolidate requirements, surface conflicting goals, and work out solutions or compromises together

• Analysis of existing user data to identify friction points and drop-offs in the current customer journeys

• Derived concrete design solutions from both strands of input