Test drive a new car anytime, anywhere
Uber for Test Drive
What if a test drive could become part of your everyday life?
Traditionally, buying a car means visiting dealerships, arranging test drives and making decisions in an environment designed to sell.
Carl approached the experience differently.
Choose a car, pick a time and place, and have it delivered to you with an automotive expert. Drive it on your own route — to work, home or wherever you’re going — while getting answers to your questions without the usual sales pressure.
And if you decide the car is right for you, explore purchase offers from different providers in one place.
A car-sharing-like experience designed to help people choose their next car.
Positioning
Uber, but for test drives. A simple way to explain an unfamiliar service through a familiar experience.
A car-sharing-like experience designed to help people choose their next car.
Positioning
Uber, but for test drives. A simple way to explain an unfamiliar service through a familiar experience.
Web site
Test Drive on Your Way to Home | Work | Date | etc.
CARL App
SMM
Role: Creative & Product Design Lead
I joined Carl at an early stage, working closely with the founder to turn an original business idea into a clearly defined service and tangible product experience.
My involvement went far beyond visual identity. I helped refine the service concept and its value proposition, translating an unfamiliar business model into something people could immediately understand and use.
I co-developed the first app prototype with the founder, shaping the user journey, interaction logic and core product experience.
I also led the brand and communication direction — developing the visual identity, marketing positioning, website concept, messaging and creative guidelines for introducing the service to the market.
I joined Carl at an early stage, working closely with the founder to turn an original business idea into a clearly defined service and tangible product experience.
My involvement went far beyond visual identity. I helped refine the service concept and its value proposition, translating an unfamiliar business model into something people could immediately understand and use.
I co-developed the first app prototype with the founder, shaping the user journey, interaction logic and core product experience.
I also led the brand and communication direction — developing the visual identity, marketing positioning, website concept, messaging and creative guidelines for introducing the service to the market.
Key contributions
• Service concept development and value proposition
• Early product strategy and UX prototyping
• Marketing positioning and messaging
• Website concept and creative direction
• Visual identity and brand guidelines
• Communication system and launch materials
• Service concept development and value proposition
• Early product strategy and UX prototyping
• Marketing positioning and messaging
• Website concept and creative direction
• Visual identity and brand guidelines
• Communication system and launch materials
2016