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What Car?

A fresh platform and product to optimize editorial workflow, increase user engagement and support new commercial opportunity.

What Car? case study image

Whatcar.com responsive homepage.


What Car? was built on an ageing legacy platform that presented a brittle, desktop-only user experience with multiple disconnected editorial workstreams. New systems were required so that writers could spend more time on content than admin – and users could have a seamless experience across devices.


DADI technology delivers an API-first platform solution that abstracts content from presentation, meaning one pot of content and one editorial workflow can feed multiple digital products across desktop, tablet and mobile.

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Combining multiple data sources to reveal new insights.

Haymarket Media group chose to collaborate with DADI to deliver a rebuild of whatcar.com, which used a mix of ageing technology that placed excessive demands on editorial resource and provided a poor user experience.

Together key stakeholder groups were identified for the project covering editorial, commercial, data management and the end user. Discovery sessions then defined requirements for a new, iterative product roadmap – fixing the many shortcomings of the legacy platform and extending a 'reviews' website into a full car-buying service.

A new content store and management interface was developed, tailored to editorial workflow requirement and capable of powering desktop, tablet, mobile and future products from a single source. This was then integrated with an updated fully responsive front-end designed with future content personalisation in mind – based on usage data collected by the DADI platform.

“Moving whatcar.com to DADI significantly reduced our infrastructure costs ”

Product Lead, Haymarket Consumer Media

What Car? case study image

Full screen image galleries showcase the great editorial photography.

What Car? case study image

Design work for the much respected What Car? Car of the Year Awards.