Modern Luxury Purchase Experience

Land Rover
Project Challenge
JLR went through a huge change with their brand positioning, moving from just an automotive company to a modern luxury brand. This required a complete redesign of all their facets - most importantly, how customers purchase their cars online. I was tasked with building the blueprint for the new modern luxury purchase experience to be rolled out globally.
Latest
This project has not gone live yet so I am unable to share any designs online yet. I can preview some of the prototype on request.
There was a thorough and ongoing discovery phase throughout the project. I reviewed many luxury brand websites and automotive purchasing experiences, including our existing experience. We worked closely with the U.S stakeholders to get an initial proof of concept together
Discovery
The JLR vehicle architecture is particularly complex, as they have heavily evolved over the years. We needed to get a good understanding of the product architecture to build a tool that would be suitable for all of our vehicles.
Product architecture
Mapping out the full user flow helped the client understand the full end-to-end customer journey. It allowed them to see how the customer flows from designing a car in the Configurator, to finding a vehicle available in stock, reserving the car and then managing and tracking their order online.
User flows
I designed over 100 wireframes with all states of every screen for the entire purchasing experience. I presented new and updated screens on a weekly basis to our U.S client and development partner. This was an ongoing exercise over several months as requirements were continuously being added as the project was evolving.
Wireframes
Built a fully clickable prototype in Figma across for all three devices as the client couldn’t get to grips with static designs due to the size of the tool. This allowed us to get better feedback and enabled our work to be presented to senior stakeholders across the business, as well as get buy-in from the JLR retailers.

Please note this work has not gone live yet so I am unable to share the prototype online. I can preview some of the final prototype on request.
Prototype
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