Sense and Respond

7

Continuous Everything

Do Less, More Often

AutoTrader UK is the largest motor-vehicle classified advertising site in the United Kingdom. Founded in 1977 as a print publication, it launched its first website in 1996. In 2013, it made a complete transition to digital when, in June, it shut down its print business for good. AutoTrader UK now controls more than 80 percent of the market share there, according to the company.¹

Before the company’s transition to a digital-only business, the product team released website updates once or twice per year. When digital service became the team’s only focus, it doubled that pace to quarterly releases. As you would expect, each time the team released new product features, customers responded with feedback. ...