Digital Handover App
Jaguar Land Rover
Summary
Mission
Create an digital experience that transforms Jaguar Land Rover’s legacy, printed vehicle handover process into an engaging mobile app based on customers’ learning styles.
Define user archetypes, then personalize content to meet their learning and comprehension style by incorporating new functionality allowing the user to track the status of their vehicle.
My Role
As Senior UX Designer, I worked with a talented Jr. designer to guide content providers and marketing stakeholder in defining a product vision, user archetypes, and feature set.
Content Discovery
Objective
Review all vehicle handover content and determine how to condense and consolidate it for mobile app format, identifying any gaps along the way.
My Role
I worked with the Jr. designer in reviewing content and determining how best to modify it for mobile app screens.
Transforming Legacy Content
Simply transferring all the analogue Handover material in a digital format would not capitalize upon the mobile experience. Therefore, designing a true Mobile First experience where the user controls content and tasks —Their time, Their pace.
Defining Archetypes and User Journeys
Objective
Identify and create user archetypes that represent how customers will consume content and interact with the app. Create user journey maps to identify each archetype’s unique needs as well as commonalities.
My Role
I led the archetype and journey map creation based on first-hand interviews.
Three Archetypes
Based on our first hand research, we determined there were three user archetypes based on how they would interact with the content and app:
Show Me - An individual that wants a guided experience, they are interested in new technology, but not if feeling overwhelmed. Their strong sense of independence and adaptability leads them to troubleshoot most tech issues, typically by trial and error.
The Manual Reader - A well-educated individual who feels indifferent about most technology they don’t already know how to use. They are not afraid to pull out the manual or ask his oldest son when it comes to troubleshooting a digital novelty.
The Tech Guru - Staying abreast new digital trends are just one attribute to this archetype. They are someone who actively seeks out ways that emerging technology can fit into their busy lifestyle.
Defining the Experience
Objective
Create personalized experiences delivering content and updates to keep the customer engaged and informed while awaiting vehicle delivery.
My Role
I designed the initial cadence flows, collaborating with the Jr. designer to add specific content.
Designing UX and UI
Objective
Design and define the primary interaction model based on content hierarchy and use case prioritization. Create initial UI components utilizing blueline graphics.
My Role
As lead UX Designer I worked with the Jr. designer to translate our storyboard and journeys into screens. I was responsible for verifying that each archetype was represented and that flows were seamless.
Creating A Functioning Blueline prototype
Objective
Create a fully functioning prototype enabling the marketing and engineer teams to assess product feasibility and create functional specifications.
My Role
I created the prototype script, outlining the user flow that would best demonstrate the apps functionality and highlight how we incorporated the existing legacy content. I guided the Jr. Designer as he designed the prototype.
High Fidelity Screens
Objective
Apply Jaguar brand elements to communicate what the final design fidelity.
My Role
I collaborated to modify the Jaguar brand app components into ones suitable for this application.
Outcome
Results
This project enabled stakeholders to visualize and understand how their legacy handover process could be translated into a modern, digital mobile experience that aligns with customers expectations of an premium brand.
From a design perspective, allowing content to be experienced in a optimal manner to users’ learning and interaction styles created a more inclusive, personalized experience.