JLR

Project:
Vehicle Configurator

Agency:
Spark44

Role:
Product Design Direction, Conceptual Design

The Challenge:
Create a vehicle configurator that simplifies the process of customising a car, increases lead generation and stands head and shoulders above the competitors.

The Result:
A best in class configurator, suitable for all devices. Under my direction we created a simple, immersive tool that made the customisation process engaging and easy to complete. 360-degree views and the ability to save and compare builds aid the user in creating their perfect vehicle. We created a complete sales tool that radically changed the customer journey, allowing the user greater freedom to create a car on their own terms with the ability to order online.

My Role:
I was responsible for Design and UX direction. I lead the research phase, took a hands-on approach to the conceptual design and presented the proposal to the CMO of JLR. In addition, I was also instrumental in the planning and scoping of the project end to end. I set up a research-based Product Design team in London and worked closely with the Development Sprint team in Birmingham, attending all sprint planning sessions and demos. I also worked with the Land Rover design team and the CGI partner to create the tool’s high-quality imagery, ensuring every aspect of the configurator adhered to the brand’s high standards.

Approach

A strong emphasis on research during the creative process allowed us to get to grips with the complexities of the tool and the product offering from JLR. My role was to define and drive the process of discovery, as well as ideation and design. I built and maintained strong relationships with the stakeholders, with whom I worked closely to form a shared understanding and define clear objectives. We combined audits with user interviews and stakeholder workshops to gain valuable insights into the customisation experience. We ideated and tested theories quickly to build a concept that I would then successfully pitch to the CMO of JLR.

Concept

The overarching theme from the research was a need to simplify the tool. The concept we created was based on the idea of simplicity through architecture. We broke the process of customisation down into 3 areas of action: choosing from a list of options, choosing an option itself and viewing the choices made. The tool architecture used these steps to create a visual hierarchy, understandable at a glance. This visual concept was also applied to mobile and tablet layouts. Clean, consistent typography and the use of space, gives the wealth of information room to breathe, further promoting ease of use. Finally, subtle animations guide the eye and aid interaction.

Key Features

From the larger features through to the smallest details, everything was pieced together with care and consideration. By striking the right balance between form and function and business and user needs, we were able to create a simple, premium experience that reflected the nature of the brand and its vehicles.

A simple, intuitive user interface

The design, responsive across all devices, placed emphasis on the customised vehicle while making it easy to navigate through the many options. The full screen nature of the tool also made it popular at retailers, where customers call up their builds on large touchscreens.

High quality contextual imagery

We pushed the quality of imagery further than ever before, creating a realistic environment in which to view the vehicle, making it easier to envisage owning it. To help focus on the choices being made we zoomed in accordingly, using different angles to provide context.

Fully configurable 360-degree view

We added the ability to view the car in 360-degree mode to extend the realism of the environment and to allow users to fully inspect the impact of their changes. More confident decision making is facilitated by allowing users to see how light might affect paint choices or by just being able take in their build.

Save and compare multiple builds

We created functionality that made it easy to quickly save and compare multiple vehicle builds. By encouraging and aiding exploration, we reduced user anxiety, allowing them to try different combinations and budget accordingly for their perfect car.

Options and accessories explained and searchable

Research revealed configurators often had little, or no explanation of optional extras, despite consisting of some key features. By providing explanatory titling and text, users immediately know exactly what they are looking at. Search functionality allows users to quickly and easily find options and accessories that are right for them.

Quick finance calculation

As people increasingly purchase vehicles using finance options, we included a Quick Quote finance calculator that can be used at any time during the configuration process. It provides a tailored monthly price that updates with each option. This allows the user to see the cost of a £1480 paint option in the context of a monthly payment.

Options and accessories explained and searchable

Research revealed configurators often had little, or no explanation of optional extras, despite consisting of some key features. By providing explanatory titling and text, users immediately know exactly what they are looking at. Search functionality allows users to quickly and easily find options and accessories that are right for them.

Order your vehicle or a close match

A key enhancement we made, was to allow users to order their configured vehicle there and then. At the point of summary, users where also provided a close match with available vehicles, which again could be ordered directly. Choosing one of these vehicles means a user can cut out the waiting time usually associated with personal configurations.

Dual Brand

For the launch of their first electric car, we re-skinned the configurator to accommodate the Jaguar brand look and feel. All new vehicles moved to the updated JLR product strategy which meant that the tool was quickly rolled out, globally, to 23 markets for both brands.

Impact

With unprecedented uplift in dealer conversions and lead generation, the launch of the configurator was hailed as a resounding success. With 45 million vehicles configured globally across both brands, the numbers show that, as a team, we had achieved something very special.

41%

Increase in dealer conversion

168%

Increase in lead generation

114%

Increase in vehicle configuration

45m

Vehicles configured globally