Electric Vehicles

Jaguar & Land Rover

Project Challenge

With the automotive industry moving towards all-electric cars, the information about them was previously limited. I was tasked with creating a suite of pages and tools to better educate our prospective customers to understand the benefits of buying an EV and what they are like to own. This section was used to help them make an informed purchasing decision, and in turn drive sales of more electric vehicles.

Discovery

I did an extensive Discovery phase focusing on three different areas:
1) How can we help prospective customers make a better decision on what powertrain is right for them based on their lifestyle?
2) What is the right information to provide customers wanting to know more about Electric Vehicles and how should this information be served to users?
3) How can we support Owners of an Jaguar or Land Rover EV?

This was achieved through market research, competitor audits, third party site audits, JLR insights decks, third party reports, search data and JLR Electric Vehicle owner interviews.

Workshops

Research shows that customers respond better to an easy-to-use tool rather than reading lots of content. I ran a number of client workshops to define which tools we wanted to create, what input we expected from the user and what results the tools would provide the customer for them to be well informed.

Information architecture

I designed a new IA for a suite of 15 pages that was applicable to a number of different user types (prospect, business prospect and existing owners) across multiple different sections of the site.

Wireframes

I created fully annotated wireframe decks that we presented to the client. Feedback was then implemented, and I worked with a copywriter and designer to fully flesh out these pages.

Powertrains questionnaire tool

I created a tool that helps customers identify which powertrain (petrol, diesel, all-electric or plug-in hybrid) was right for them based on their lifestyle, through a series of 5 questions.

Electric range calculator

I also designed a Range Calculator which helps users understand how certain factors affect the electric range of the car, so they know the distance they can travel on a single charge.

Electric Vehicles

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