LAND ROVER
Project:
Landrover.com
Agency:
Spark44
Role:
Design Direction, UX Direction, Design
I have grown the Land Rover platform from the ground up, creating a refined consumer experience that reflects the premium nature of the Brand and its products. The platform, having grown in size, now plays a significant role in a customer’s journey with the brand. From nurturing brand awareness, helping customers understand the products and make informed decisions, through to actually purchasing a vehicle, and finally, providing services to owners to facilitate vehicle ownership whilst reaffirming the brands values.
Holding all of this together is a user-centred design system that I was instrumental in creating. In my role as Design Director, I developed and refined this design system over time, providing a coherent and engaging experience for Land Rover’s customers across the globe. This case study gives an overview of a number of projects that illustrate how the visual language and interaction style has been successfully applied to a number of different areas of the platform, creating consistency at every touchpoint.
Interface & Showcase
Showcasing cars is one of the key roles of the site. Buying a Land Rover, like many luxury products, is a purchase often driven by emotion and the content on the site acknowledges this.
A tactile user interface and flexible grid system creates a cinematic and immersive environment. Using a combination of video, real-world photography and interactive components the pages reflect the premium status of the products. The structure of the pages reflects a user-centric approach that serves up a wealth of vehicle information in inspiring and intuitive ways.
Brand Content
The platform aims to connect the brand with consumers on a personal level. Land Rover SUV’s are unique in that they combine high end luxury with extreme off road capability. The stories behind each vehicle are unique and speak of a dedication to design, craft and innovation.
In order to harness the power of these stories, we designed and built a number of custom components that allow us present content in an editorial fashion. Freedom to create unique layouts that house everything from long and short form copy, a variety of image sizes, to video and sound in any number of combinations, provides us with the means to deliver dynamic and exciting content to the user.
Tools & Services
The platform is designed to facilitate all stages of the customer journey. I have overseen the creation of tools that aid the research process, helping consumers to find and spec their perfect vehicle. The owner’s area provides all of the important vehicle information at their fingertips and gives them quick and easy access to services.
For those who wish to get closer to the brand, there is the ability to book and buy adventure holidays and driving days. All of these products and mechanisms sit seamlessly within the Land Rover digital experience, making use of the DX design system that provides brand coherence.
DX Design System
My team and I developed a digital identity for Land Rover that reaches across all of its digital touchpoints ensuring brand recognition and a consistent experience at every interaction. Starting with a set of six principles that guide our process, we have crafted a system that details everything from the smallest UI elements to a comprehensive component library that collectively creates a premium digital experience.
A consciously paired back identity sits quietly and efficiently around Land Rover’s digital content, creating an understated, user-centred interface that is capable of performing many roles.
Global Numbers
The design system is used in markets around the world and each of its components have been designed to work in 27 languages. The sheer volume of traffic globally shows the importance of Land Rover’s digital experience to the business and the need for an identity that is flexible and able to deliver content consistently across the globe.
26
Market Sites
27
Languages
27m
Annual Site Visits
15m
Unique Engaged Users