Automotive & mobility

B2B

Redesigning automotive procurement for 7,500 dealers

Client

Ebbon Group - Orca

Ebbon Group - Orca

Model

Partnership

Partnership

Desktop monitor on teal background showing Orca vehicle configuration screen for Volkswagen Tiguan with model variations and specification filters

Services

Product strategy

Product strategy

UX/UI design

UX/UI design

User research

User research

Rapid prototyping

Rapid prototyping

Info

Ebbon Group processes €20 billion in vehicle purchases annually across 22+ manufacturers and 7,500+ dealers in Europe. Their flagship Leaselink platform worked, but couldn't keep pace with what their customers needed. Simple travel card orders sat in the same rigid system as complex fleet configurations. Ebbon needed a replacement that made a genuine leap forward in experience, not just a visual upgrade.

Product strategy board mapping objectives, criteria, jobs to be done, users and actions across MVP, Phase 2 and future phases
Wireframe of order list view grouped by urgency (Overdue, Today, Next, Later) with progress bars, filters and status tooltips
Four order card variations: rolled-up stages, stacked cards for multiple suppliers, progress indicator and rolled-up stages behind

Challenge

For the new platform to meet the demands of modern automotive procurement, flexibility was everything. The platform needed to handle unprecedented variety, from simple purchases like travel cards through to complex fleet configurations.

In effect, there would be no ‘standard UI’ – any two customers and any end user might experience completely different pages and user flows. More complex still, the platform had to cater for three primary audiences: the client customer, the end user and the Ebbon product specialist onboarding the client.

Our analysis

We recognised that no fixed set of templates could serve this range of use cases. The platform needed a modular design system – reusable components that could be assembled in any configuration whilst staying visually and functionally coherent.

Think Lego rather than a catalogue of finished models. The same set of parts could handle everything from simple card purchases to multi-step fleet specifications, for all three audiences.

Orca create new order screen showing product selection step with Cars, Vans, Utility vehicles and Accessories categories
Orca orders list view grouped by deadline with progress indicators, stage completion counts and overdue date highlighting
Orca orders board view with Kanban columns for Pending, In progress, In delivery and Done with order cards and stage details
Orca order detail panel for Marshall Motors showing dealer info, stage progress timeline, tabs for Progress, Order, Enquiry, Billing and Delivery
Tablet showing Orca vehicle configuration screen for Volkswagen Tiguan with model variations, fuel type and specification sliders

What we did

01.

Building a brand and strategic foundation in six weeks

We delivered a comprehensive brand for the new product, named ‘Orca’ identity within a six-week intensive product accelerator, including stakeholder interviews, information architecture development, and core customer journey mapping that established the strategic direction for platform transformation.

Building a brand and strategic foundation in six weeks

We delivered a comprehensive brand for the new product, named ‘Orca’ identity within a six-week intensive product accelerator, including stakeholder interviews, information architecture development, and core customer journey mapping that established the strategic direction for platform transformation.

02.

Designing components that work like Lego

We developed a comprehensive design system covering 80% of anticipated use cases, to build and rebuild components like Lego for infinite customisation whilst maintaining consistency across both mobile and desktop experiences.

Designing components that work like Lego

We developed a comprehensive design system covering 80% of anticipated use cases, to build and rebuild components like Lego for infinite customisation whilst maintaining consistency across both mobile and desktop experiences.

03.

Adding workflow and configuration tools

A second accelerator concentrated on operational functionality, adding comprehensive workflow management capabilities, back office workflow configuration modules, and task-based interface redesign with critical integration support for seamless development collaboration.

Adding workflow and configuration tools

A second accelerator concentrated on operational functionality, adding comprehensive workflow management capabilities, back office workflow configuration modules, and task-based interface redesign with critical integration support for seamless development collaboration.

04.

Embedding a designer to keep things moving

We transitioned to embedding the results of our accelerators into BAU by in-housing one of our senior designers, enabling continued platform refinement, new component creation, and marketing asset development to support early sales activity.

Embedding a designer to keep things moving

We transitioned to embedding the results of our accelerators into BAU by in-housing one of our senior designers, enabling continued platform refinement, new component creation, and marketing asset development to support early sales activity.

Orca brand logo on dark teal gradient background
Orca logo evolution from realistic orca whale illustration through simplified forms to final abstract geometric mark
Orca design system component library overview showing buttons, badges, inputs, tables, search, checkboxes, tabs, progress bars, sliders, breadcrumbs, notifications, navigation, headers, cards, modals, slide menus, tree views, tables, dashboards and calendars
Orca design system colour palette and typography specs showing Power Grotesk for headlines, Inter for body text and SF Mono for numbers
Close-up of silver car door panel with Orca wordmark and illuminated side mirror
Laptop showing Orca vehicle configuration screen for Volkswagen Tiguan with model variations, fuel type and CO2 emissions filters
Tablet at angle showing Orca create new order screen with vehicle category selection for Cars, Vans and Utility vehicles
Shipping container on truck with large Orca whale logomark printed on the side

Project impact

90% coverage in six weeks

The first accelerator delivered a brand, design system and core interface covering 90% of anticipated use cases in a single six-week cycle.

90% coverage in six weeks

The first accelerator delivered a brand, design system and core interface covering 90% of anticipated use cases in a single six-week cycle.

Sales-ready from day one

The complete Orca brand identity gave Ebbon everything they needed to start positioning and selling the new platform immediately.

Sales-ready from day one

The complete Orca brand identity gave Ebbon everything they needed to start positioning and selling the new platform immediately.

A framework to build on

The modular design system lets Ebbon configure new interfaces for individual client needs without starting from scratch each time.

A framework to build on

The modular design system lets Ebbon configure new interfaces for individual client needs without starting from scratch each time.

Replace your legacy platform in weeks, not months

Intensive design sprints that deliver everything needed for development and launch. Complete brand, modular design system, user experience foundation. Start development immediately whilst maintaining the flexibility to evolve as your market changes.

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