Bertel O. Steen

Our wheels keep on turning


In a newly published report from Interbrand it says: “traditional notions of loyalty are eroding as we live in a service-driven economy where access is more important than ownership. Brands are winning by offering the most frictionless ways to leverage their products and services based on the personalized needs of their customers.” 
So, roughly: customers interest moves from buying products to buying personalized services. 
This shift in focus is also what Bertel O. Steen is facing, which naturally is drawing their focus and attention more to service innovation for the road ahead. To turn this challenge into an opportunity, Bertel O. Steen came to us, initiating a project that would establish their vision­ – building the future of mobility into a personalized, subscription service for cars.  

“Leading brands are driven by their desire to be useful, to create products, tools and services that actually solve customer problems, and to use their marketing to serve and not just sell”

Interbrand, Best Global Brands 2018


Initially we started the process by creating some relevant customer personas. Using these we were able to create a common reference point, a way to document future customer needs, and make sure that we always have our customers top of mind – every step of the way. 
The client already had a lot of insight regarding the customers. This was documented in the customer journey which was developed for both B2B and B2C. Throughout the journey, jobs, pains and opportunities wereworkshopped and discovered, in order to gaininsightsthat could be used to define the service experience and functionality to create a frictionless service.

Starting off by defining their brand platform and the service experience, we made sure that all future work would be connected and developed to solve the same overall goal. The core values were set to be easy to use, flexible and safe. 
For each project, a value proposition was defined, as a starting point for the journey ahead: 
"Front-running, frictionless car availability to keep people’s lives moving."

The service will provide an overview of your everyday life having a car. It will make your life easier, give you a lot less to think about – with good prices and all maintenance taken care of. As you can imagine, this gives you more freedom and flexibility on several levels. You can just sit back and relax, and enjoy all the experiences and adventures that comes with using Easly. 

The service is on top of its game with the latest technology and future oriented solutions. It makes car keeping easy – communicating your opportunities at all times, flexible choices and tailor made service for you personally. 

The concept we created for this project had to be specific enough to be relevant for the service; car subscription. However, it was important to create a universe broad enough to be able to add and change services in accordance with new and changing customer needs. What we created in the end was a platform for service innovation, where all new services could be part of a distinct family. 

The concept was defined as "always in motion" which describes the entrepreneurial spirit that has always existed at Bertel O. Steen and will define how they tackle the changes in years to come.

The lines in the identity represent being dynamic and ever-changing. They illustrate the easiness and flow which the service provides. The lines also represent the connections that can be made between the customer and the service, and between the journey and the destination. The lines lead to an experience or a memorable moment. The circles are also a representation of these moments in life. More circles, more experiences.

The symbol in the logo represents a stylised e, and provides a clear visible reference to the name. The symbol is also a way to dramatise the concept “always in motion”. In addition the circle is a representation of the experience/moment. The symbol is versatile and can be used in many different ways. For instance it can be used as a loading icon in an app og on web. 

The colour palette is giving a sense of professionalism, solidity and simplicity. While at the same time introducing a energetic green that gives it a distinct identity Bertel O. Steen can claim.

Friendly illustrations and icons that are easy to present and explain different aspects of the service with. The illustrations have a playful character, they're clear and works as easly on the eyes as they do for guidance. 

Together with the client we created a roadmap for further developing the service and adding new concepts and functionality. The concepts were evaluated based on complexity and value.

Key touchpoint: getting your car!
One of the key moments defined in the customer journey was the experience when you see the car for the first time. We focused on designing som physical elements that creates a tactile and nicely “wrapped” experience, in contrast to the overall digital experiences the service provides.

The concept was validated through a user test. The users were shown screens where they could browse the concept, adjust the subscription based on their needs and lastly place an order. Overall the feedback from the customers on the concept was highly positive. The flexibility to change based on your needs are a warm welcome, and something the users find to be quite unique. The test confirmed the validity of the service, and fueled further development of the service. 
Based on this Bertel O. Steen started developing the service for a soft launch and developed a training program focusing om the way dealers sell the service. With the help of partners such as Eggs, McCann, Cultivator and Knowit the service was launched November 2017.


Internally the launch of this service has been an important example for Bertel O. Steen on how they can succeed going forward, and is used as a“casefor change” by the top management. In addition 90% of the sales staff say they are positive when provided the question“Iwill succeed in selling the Easly service”. The service has also successful in providing add-on services such as insurance, service agreement, fuel-loyalty-card, and tier storage which all have sold at a higher rate than expected. 

Bertel O. Steen continues to develop and innovate both this and other mobility services. 

“Easly er blitt fyrtårnet for innovasjonsprosjekter internt i Bertel O. Steen - dette er måten vi skal jobbe på fremover.”