Nik Finan, the creative director of Proxicom UK, reviews Direct
At first glance, the fact that this site is owned by Direct Line is not
immediately obvious, and unless you’re from the East End and know your
cockney slang you might not immediately realise that Jamjar means
The design is strong and bold, with refreshing images of fruit, and
slick copy for each of the sections. Consumers are offered reassurance
of the site’s pedigree on the first page with the branding of the Direct
The buying process is supported by the option to phone a representative,
something I feel most users would do at this point. I still don’t feel
that trust in online buying is there yet for the level of investment
required to purchase a new car.
One of the options of the car buying section is for imports - this could
be given more prominence. Under your personalised glove box section,
there is a log book. Here you can enter the expiry dates for such things
as your MOT, tax and insurance, allowing you to specify how far in
advance you would like to be reminded.
This is probably a very useful tool - if your memory is anything like
mine on these issues.
There are some parts of the site that bug me. On the first page, the
middle of the three main links takes you straight out to another Direct
Line site when it first appears to be another section of Jamjar.com.
Also, some of the reviews and magazine articles seem a little out of
date and the loan calculator didn’t appear to work properly.
Housekeeping issues, I know, but they jar (no pun intended) against an
otherwise well-constructed, useful site.
Site positioning Helps people find new and used cars online and arranges
automotive financing and insurance
Launched July 2000
Developed by Quidnunc.