Since 2018, I have partnered with Jaguar Land Rover to deliver industry-leading digital experiences that redefine how customers connect with the brand, creating original and innovative ways for people to engage and develop a deep understanding of their vehicles through intuitive, immersive design.
- Creative Direction
- User Experience Design
- User Interface Design
Challenge
Jaguar Land Rover is one of the world’s most iconic and respected automotive brands. To remain competitive, their business needs constantly evolve, adapting to shifting market conditions, customer behaviors, and technological advancements. What may be considered ‘true’ or effective today can quickly become outdated as new trends in customer perception or behavior emerge. Their priorities can shift rapidly—whether it’s reducing vehicle inventory, driving new vehicle sales, elevating brand perception against modern luxury benchmarks, or accelerating the transition to online sales.
Solution
Since 2018, I have led the delivery of numerous UX projects that have transformed how customers engage with the Jaguar Land Rover brand, both online and in dealerships across the UK. From a ground-up reimagination of their online sales platform (NCOS) to an innovative and captivating vehicle visualisation tool, these projects have consistently exceeded business KPIs. Their originality and simplicity have even set benchmarks within the industry, often inspiring imitation by rival modern luxury brands.
Vehicle Visualiser
In 2024, Jaguar Land Rover approached us with concerns about the performance of their newly redesigned vehicle landing pages, particularly in relation to engagement and customer satisfaction scores. Additionally, they observed a decline in customer interaction with the vehicle configuration tool, which negatively impacted lead generation. Upon investigating, we hypothesized that the UX was overly optimized for conversion, making it uninviting for users in the ‘See’ stage of the customer journey—those seeking to familiarize themselves with the vehicles before progressing further. Our solution was to introduce a playful and engaging visualization tool, distinct from traditional configuration, designed to encourage exploration without guiding users toward a specific end goal. The result was a highly successful new experience that significantly boosted engagement, revitalized lead generation, and became a valuable asset for UK dealerships.
Design Team
Ben Tranter – Creative Director
Emma Column – Design Lead
Model Comparison Tool
Jaguar Land Rover’s nameplate specification packs are a crucial driver of upsell for the business. With the shift toward online sales and away from traditional in-dealership buying experiences, we were tasked with creating a solution to help customers better immerse themselves in the aesthetic, capability, and performance benefits of higher-specification models. Our answer was a user experience designed to highlight these nuanced differences in a playful, dynamic, and engaging way. A snap-scrub hero banner allowed for seamless visual comparisons, supported by a detailed feature matrix revealed as users scrolled down.
Design Team
Ben Tranter – Creative Director
Emma Column – Design Lead
Special Edition Vehicle Landing Pages
In addition to their core nameplates, Jaguar Land Rover frequently launches special editions of their most popular vehicles, supported by striking photography and videography campaigns. However, the online promotion of these special editions was perceived as underwhelming, failing to capture the distinctive character and exclusivity of these models. Our solution was rooted in two key principles. First, we reimagined the landing pages as storytelling experiences, structured with elements of narrative flow – exposition, rising action, climax, and resolution -brought to life through dynamic new components that transitioned seamlessly like chapters in a book. Second, we adapted JLR’s digital brand guidelines to allow the UI to reflect the unique personality of each special edition. For instance, the Stealth Pack Range Rover Sport featured a darkened UI with cool grey tones, perfectly embodying its sophisticated and edgy aesthetic.
Design Team
Ben Tranter – Creative Director
Emma Column – Design Lead
Samuel Fletcher – UX Designer