LAND ROVER

PROJECT

JLR Vehicle Configurator

MY ROLE

UX Direction, Wireframing, Research and Analysis and Accessibility

TEAM

UI Designers, Developers, product owners,

scrum master

PLEASE NOTE

NDA has been signed-Please contact me for more details

Sketch, Crazy Egg, Invision, Zero hight, Google Analytics, Figma, Indesign, Optimizely, Hotjar, and Miro

TOOLS

BRIEF

Craft a cutting-edge vehicle configurator aimed at streamlining the car customisation journey, driving lead generation, and outperforming competitors in the automotive market.

Challenges

The configurator must seamlessly accommodate various vehicle models, presenting users with all essential options at each step. This includes offering finance options, pricing details, summaries, and packages, as well as exterior and interior customisation choices. Another challenge was to make sure the Configurator works in different markets such as Spain, US, UK, etc.

RESULT

Introducing a top-notch configurator, optimised for seamless usage across all devices. We developed a user-friendly and immersive tool that revolutionised the customisation process. User can simply choose their model based on where they have come from and start the build.

The Finance option itself was a separate project by going through all the details such as user testing, user interviews, A/B testing etc.

As you can see on the site now the configurator is working much better.

There is still elements that we can improve but as you know it takes time to change everything to be better in a big successful company

I have run workshops with the team and stakeholders. Created personas by checking the list of main personas that we have in JLR. Created user flows to make the journey simpler and clearer for the team of UX Engineers, Developers, product owners and other team members. I have also done industry research and data analysis, checking how the config is working currently.

I have attended weekly calls in the Agile system. I was responsible for making sure everything was ready for Sprint and also had weekly calls with the product owners and the Stakeholders to present what had been done and take note of their feedback.

I have created a research document and wireframes and worked closely with the product owner from JLR and developers and designers. Additionally, I have worked closely with the Development Sprint team in Birmingham and London, attending all sprint planning sessions and demos.

Created Accessibility documents to explain how the Voiceover, tapping and order of details should be as it's a must in the US market.

General, let's not forget my UI skills! Alongside my UX duties, as I have UI skills as well I supported the team whenever the UI designer was not available. I even rolled up my sleeves and tackled some designs for various projects, seamlessly juggling both UX and UI responsibilities.

ROLE

PROCESS

After thorough research, we came to a tailored approach to launch the Configurator perfectly.

Our approach involved audits, user interviews, personas, user flows and stakeholder workshops, and Team workshops, yielding valuable insights into the customisation experience. Through rapid ideation and rigorous testing, using heatmaps, and checking live user behaviours we developed a compelling concept that I successfully presented to the CMO of JLR.

We have also made sure what features are most important in terms of the markets, users' interests, JLR interests, etc. This could affect how we set up the order of features in Configurator. The goal was to keep the user journey simple while we followed the order of details.

CONSEPT

Our research revealed a crucial insight: simplifying the tool was paramount. Consequently, we centred our concept on the principle of simplicity. Breaking down the customisation process into three straightforward steps—choosing from options, selecting preferences, and reviewing choices—was instrumental in ensuring user-friendly navigation. This intuitive structure facilitated easy comprehension for users at a glance.

Furthermore, we meticulously extended this simplicity to mobile and tablet versions, optimising the user experience across all devices.

SPRINT

As the UX Architect for the project, I led the subsequent phase following stakeholder approval of the UX design. I delivered in-depth research findings and outcomes during a stakeholder and sprint team meeting. Subsequently, I actively engaged with the team, participating in sprint planning sessions to shape upcoming sprints and address any challenges. I consistently provided feedback and guidance during demos, ensuring alignment with the project vision and fostering iterative progress toward tangible outcomes.

In addition to my core responsibilities, I collaborated with team members across different branches to ensure the seamless execution of our strategies. Furthermore, I introduced innovative concepts, such as realistic 360-degree CGI backplates and enhanced vehicle views within the configurator, elevating the viewing experience.

KEY FEATURES

Every element was meticulously crafted with care and attention, from overarching features to intricate details. By achieving a harmonious balance between form and function and addressing both business objectives and user preferences, we developed a streamlined, high-quality experience that embodies the essence of the brand and its vehicles.

USER EXPERIENCE:

Our focus on delivering a seamless user journey ensures responsiveness across all devices, prioritising the personalised vehicle experience while facilitating easy navigation through numerous options. Every detail is meticulously crafted for user clarity. Our enhancements include a comparison tool, finance, and direct payment options, alongside comprehensive details to enrich the user experience which involved several meetings with different markets, UX engineers and product owners.

SAVE AND COMPARE MULTIPLE BUILDS:

We developed a feature that simplifies the process of saving and comparing multiple vehicle configurations. This functionality promotes user engagement and confidence by facilitating exploration, enabling users to experiment with various options and budget effectively for their ideal car.

OPTIONS AND ACCESSORIES EXPLAINED AND SEARCHABLE:

Our research uncovered a common issue with configurators lacking detailed explanations for optional extras, despite their significance. To address this, we implemented descriptive titles and text, ensuring users have a clear understanding of each feature. Additionally, our search functionality enables users to efficiently find options and accessories tailored to their needs.

QUICK FINANCE CALCULATION:

As vehicle financing becomes more prevalent, we've integrated a Quick Quote finance calculator into our configuration process. This tool offers users a tailored monthly price that dynamically updates with each selected option. For example, users can easily assess the impact of a £1480 paint option on their monthly payment. Our solution is the result of extensive research and collaboration across teams to meet user needs effectively.

This was a separate project it self!

SUMMARY RE-POSITIONED:

To address user concerns about feeling pressured to complete every step, we strategically repositioned the summary section. This allows users to access an overview of their build at any point in the process rather than feeling compelled to follow a linear progression. We organised and prioritised the next step options within the summary, empowering users at different stages of the purchase journey to quickly locate the services they need and stay engaged with their configured vehicle.

Key Features

For the debut of their inaugural electric vehicle, we applied changes to some of the details on Config. The new solution refreshed JLR's product strategy and facilitated the swift global deployment of the tool across 23 markets.

For the introduction of their inaugural electric vehicle, we rebuilt the configurator to simplify the build process and remove the confusion that users could have. Transitioning all new vehicles to align with the updated JLR product strategy enabled the rapid global deployment of the tool across 23 markets, catering to both brand demographics.