WABI
Santander’s car subscription platform
BRIEF
We were tasked with the redesign of Wabi: from the brand to the app itself as the centre of the company’s service. We conducted a review of all processes, flows, and its interface design, with the goal of having an app that supports and scales to encapsulate the brand’s value proposition, business objectives, and user goals.
We were tasked with the redesign of Wabi: from the brand to the app itself as the centre of the company’s service. We conducted a review of all processes, flows, and its interface design, with the goal of having an app that supports and scales to encapsulate the brand’s value proposition, business objectives, and user goals.
STRATEGY
Based on the results of the research, which included interviews with Wabi members, an audit of the visual identity and application was undertaken, as well as an benchmark of current competitors and inspiring applications. We discovered we’d have to refresh the brand to make it more mature and self-explanatory, and that we’d have to redesign all areas of the application. We were also tasked with applying the new visual system to the Wabi website.
Based on the results of the research, which included interviews with Wabi members, an audit of the visual identity and application was undertaken, as well as an benchmark of current competitors and inspiring applications. We discovered we’d have to refresh the brand to make it more mature and self-explanatory, and that we’d have to redesign all areas of the application. We were also tasked with applying the new visual system to the Wabi website.
As an innovative mobility solution, Wabi hadn’t been in the market for too long when we embarked on the project, so we saw it was important to evolve the existing identity into something fresh and dynamic. This began with a revolution of their existing symbol, transforming the arch as a symbol of movement into the “W” for Wabi.
BRAND ELEMENTS
With the symbol as the base, we developed a new visual language which perfectly balances the two contrasts of the Wabi service. The colour palette balances the digital offering with a human touch, with a series of textures and graphic elements allowing for visually rich applications and communications.
ILLUSTRATIONS
As a digital product first and foremost, and taking into account the need to visually explain the novel facets of the brand’s offering, we developed a series of illustrations. These are used throughout the brand’s communication and digital touchpoints to add personality and dynamism to the identity.
APP
The mobile application is the core of the Wabi service, and so we took full advantage of our digital expertise in order to revolutionise not only the visual design, but also the flows and processes that form the Wabi user experience.
GET IN, WE ARE GOING LIVING.
GET IN, WE ARE GOING LIVING.
A book is often judged by its cover, so the welcome is important. We created descriptive stories to learn more about the application, making the user interact with them to capture their attention from the start. This interaction is fundamental to convince the user to take the next action: sign up.
DASHBOARD
Everything important is at your fingertips on a single page. The principal intention of this page is that the user feels that they have everything under control, all at once.
At a glance, the user can see everything included in their subscription, as well as their favourite cars and the latest Wabi updates.
Live fast. Drive smooth.
Wabi knows it well.
Wabi knows it well.
PRODUCT CARD
All features, one single page. We designed a product card giving importance to the image and the user’s confidence in Wabi.
In this section, the user can access all the information about the car: from the monthly mileage to their WabiMatch and then the energy efficiency of the vehicle.
We designed a clear subscription model, an efficient flow, and a reliable purchasing model. The Wabi user is in control.
PERSONAL AREA
A personal area with shortcuts to personal data and a categorisation of content for greater efficiency and an improved user experience.
We welcome the user to their personal area to reinforce the trust and closeness of Wabi, and place notifications and support at the top of the page to reinforce the same message.
We have reorganised the experience of the notifications area, with a system of filtering and categorising notifications for a quick and efficient overview.
We created a design system that is scalable for all screen sizes and colours, building a strong starting point to create a platform.
