Rewarding Recycling – Case Study

Every year in the UK, more than 1m cars and vans chug their final miles and are no longer of use to their owners. However, it’s not the end of the road for these vehicles, as they can be broken down and their component parts reused or recycled.

Rewarding Recycling, the UK’s leading end-of-life car recycling providers, makes this process ultra-easy. We worked with Rewarding Recycling to create a sophisticated e-Commerce website aimed at people who were looking to sell their car for scrap. allows car owners to get an instant online quote for the scrap value of their vehicle, and to arrange drop-off or collection at a time and place convenient to them. Furthermore, the website has been distributed to hundreds of major car dealerships which use Rewarding Recycling when clients wish to trade in a car which is no longer of use.

We’re proud that the website is widely regarded as the industry’s leading online system.

The site comprises of:

  • Consumer orientated design and user interface.
  • Fully optimised using the best on page SEO techniques.
  • E-commerce checkout facility for consumers.
  • Integration with DVLA + Carweb web portals for live information.
  • Fully automated invoicing system.
  • Bespoke logistics management system.
  • Separate car dealership web module.
  • Collection agents management system.

“The beauty of the Rewarding Recycling website is its simplicity,” says our MD Jon Walker. “The consumer is only interested in getting the highest price for their old car, so we needed to find a way to create accurate quotes in as few steps as possible.

“The devil, as always, is in the detail, and we had a very intense planning stage while we thought through the user journey very carefully, and tested our methods along the way.”

Once the overall structure of the site was agreed, our design team set to work creating a look and feel which would communicate the environmentally-friendly credentials of Rewarding Recycling.

Much of the site uses green, the colour associated with recycling and the environment, but accents of magenta and yellow were introduced to give it a vibrant, modern feel.

Because the site is largely aimed at consumers, we injected energy into the design with the use of road graphics, car icons and circular sections for text, which hint of wheels and movement.

An important aspect of the brief was to communicate the professionalism of Rewarding Recycling, so a simple graphic comprising rows of stars is used throughout the site to indicate the 5-star service customer can expect to receive.


  • 200% increase in website conversions.
  • On average, 80 vehicles are scrapped through the Rewarding Recycling website each day.The
  • site generates revenue in excess of £3m per year.
  • Rewarding Recycling has secured 10-year contracts to be the principle provider of end-of-life vehicle disposal with Toyota, BMW, VW Audi Group and Mercedes-Benz, among others.


“We commissioned Ultimate to design and develop a new version of the Rewarding Recycling website. Since the launch of the new e-commerce platform we have seen our daily bookings increase by 242%! This is largely down to the new and improved user interface created by Ultimate, which has allowed visitors to easily navigate the system and recycle their vehicles effortlessly.

“Since the launch of the new system it has allowed our contracted vehicle manufacturers to demonstrate to the UK Government and European commission a more streamlined interaction with the last owner, and fully auditable approach to compliance with the End of Life vehicle Regulations 2005. The innovative implementation style at Ultimate has seen obvious benefit to all parties, and enabled our Contracted Vehicle manufacturers to remain ahead of legislation changes, the most recent being the “Cash ban on Scrap cars”.

“The new platform integrates with the back office systems of many of our contracted partners allowing the nationwide network of showrooms and collection agents a user friendly platform to ensure a smooth and documented transition for all concerned. The Website was a first for the industry, to deploy a 100% cashless and fully traceable payment method, 12 months in advance of the cash ban being implemented”

Mark Exton
Technical Director

Written By: Jon Walker on the

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