Jaguar Land Rover

Introduction

Jaguar Land Rover (JLR) had become clients of the agency after choosing to adopt our automotive platform which I helped design (see PSA Groupé project).

My challenge for this project was to create, activate, market and trade two new Ecommerce sites for the two brands, as a retail channel for the premium branded goods division, across 5 European territories.

Team

For this project, my role was Product Owner but with a large amount of UX research and design responsibilities included. Within my team there was an Ecommerce Manager, a Digital Designer, and a small group of developers. In the wider team we also had access to our digital marketing specialists.

The client stakeholders I was in communication with the most included various management levels of the Branded Goods divisions, product and licensing managers, customer service management and Ecommerce management.

Tools

Research

Interviews: Users and Customer Service Centre

User testing: F2F & What Users Do

Google Analytics

Hotjar

Design & Prototyping

Sketching: Adobe Comp CC

Interface design: Axure and Adobe XD

Digital assets: Adobe CC

Activation & Testing

Platform: Magento 2

eCRM: Mailchimp

A/B & MVT: Optimizely

Project management: Asana

Discovery

The new JLR sites were replacing a pair of very basic Ecommerce sites, both of which provided us with an audience sample to conduct research with. We had received Jaguar and Land Rover personas which informed us of the types of people the brands pursued through marketing, including those that have become loyal to the brands.

I wanted to cross reference these personas with our own updated research so I conducted a number of surveys targeting web users and the eCRM audiences, analysed customer service interactions and held user tests with a sample of users across the JLR lifecycle.

Interestingly, I identified a whole new set of personas that engaged with the branded goods sites. These users were not the typical personas JLR targeted, but instead users purchasing for these pre-defined personas. This indicated that the information architecture and product content meant very little to these new personas, such as how users located an appropriate gift to complement the gift recipient’s vehicle. Product USPs, such as the fact products were designed by the vehicle designers, were also not fully resonating with the user here.

Solution

We decided to split the project into a roadmap of smaller MVPs.

MVP1’s goal was to migrate the existing sites over to the two branded designs I had created for the Magento 2 platform, duplicating these for the 5 territories. The design for MPV1 followed an IA similar to other premium retailers, and had a focus on rich, expansive lifestyle media.

MVP2’s goal was to provide tailored user flows through the site for the key personas, and this is where seasonality really began to play into the gifting strategy I had proposed. New landing pages allowed users that were not familiar with vehicle models to easily locate a suitable gift for key JLR audience types.

MVP3’s goal was to introduce advanced personalisation to the sites targeting the users that were vehicle owners; our research had shown the JLR customer (of vehicles, parts and Branded Goods products) regarded the user account section of the Branded Goods websites as their engagement hub with the brands. I devised a strategy which updated the account functionality to encourage brand loyalty and advocation, which harnessed their passion for their vehicles, and integrated this with tailored product linking, rewards and relevant events.

Delivery

The site designs, Ecommerce performance and eCRM growth were well received, and the Ecommerce stores proved to be a success. Compared to the previous iteration of the Ecommerce stores, the new sites increased revenue by 73% for Land Rover and 45% for Jaguar, while overall overall user engagement for the site and CRM increased by 65% for both brands.

The Ecommerce campaigns I created to complement the persona types allowed to me venture in to art direction for the brands. The Black Friday marketing materials of which I collaborated with our graphic designer were adopted worldwide for usage across numerous territories.

In terms of self development, I found the opportunity to research, strategise and deliver this project for such a respected brand to be incredibly rewarding. This project allowed me to combine two areas of personal experience (UX and Ecommerce Management) with digital marketing to optimise the larger customer experience.