The reimagine landrover.uk project was a creative and strategic initiative to redesign the official website of Land Rover, one of the world’s leading luxury SUV brands. 

The project aimed to showcase the brand’s vision of modern luxury, electrification, and sustainability, as well as to enhance the user experience and engagement across web and mobile platforms.

The project involved the following steps:

RESEARCH: We conducted extensive research on the Land Rover brand, its products, its customers, and its competitors, using various methods such as surveys, interviews, analytics, and benchmarking. We also analysed the current website’s performance, usability, and content, and identified the key pain points and opportunities for improvement.

STRATEGY: We defined the project goals, objectives, and scope, and developed a strategy to achieve them. We also created a sitemap, a user journey map, and a content strategy to guide the information architecture and content creation of the new website.

DESIGN: We followed the best practices and standards for UX design, and created wireframes, mockups, and prototypes for the new website, using various design tools and software. We also applied the brand’s visual identity, style guide, and tone of voice to the design elements, such as logos, icons, images, and typography. We tested the design with real users and stakeholders, and iterated based on the feedback and data.

The reimagined landrover.uk project delivered a modern, elegant, and user-friendly website that reflected the brand’s values and vision, and increased the user engagement and conversion rates. The project also received positive feedback from the client, the users, and the industry.

research & background

Land Rover is a brand that has a long and rich legacy of producing iconic and versatile vehicles that can conquer any terrain and challenge. The brand represents adventure, innovation, and excellence in the modern era, as it continues to evolve and adapt to the changing needs and preferences of its customers. Land Rover is also committed to sustainability and electrification, as it aims to reduce its environmental impact and offer more efficient and eco-friendly options for its vehicles.

BACKGROUND:

Land Rover is not only a brand for the affluent and mature customers, but also for the young and adventurous ones. The company has successfully attracted a new generation of buyers who value luxury, innovation, and sustainability, as well as the thrill of exploring new terrains and challenges. According to a report by Statista"1", the average age of Land Rover customers in the UK has decreased from 54 years in 2016 to 48 years in 2019, indicating a significant shift in the consumer persona. Land Rover has also transformed its global marketing communications model"2" to deliver more personalized and digital-first customer experiences, catering to the preferences and lifestyles of the younger audience. Land Rover is a brand that is reimagining its legacy and vision for the modern era, and appealing to a wider and more diverse market.

Digital Affordance: Digital affordance is the ability of a digital platform to communicate to users what actions they can take and how they can interact with it. Digital affordance has increased across all age groups, as more people have access to and experience with various digital devices and platforms. Users are able to perceive better digital interfaces, as they become more familiar with the common design patterns and conventions that indicate the functionality and use of digital elements. For example, users can easily recognize that a button can be clicked, a link can be followed, a menu can be expanded, or a slider can be adjusted. Digital affordance also helps users to discover new and hidden features, such as hover text, drop-down menus, or contextual buttons, that enhance the user experience and engagement. Digital affordance is a key factor in creating user-friendly and intuitive digital interfaces that cater to the needs and preferences of different age groups.

Design Strategy

Design principles

These are the fundamental ideas and guidelines that inform and shape the design process and outcome of a project. Design principles value and effectiveness in a project are:

1. They help to define the project’s goals, objectives, and scope, and align them with the user’s needs, preferences, and expectations.

2. They help to create a consistent and coherent design language, such as colors, fonts, icons, and images, that convey the project’s identity and personality.

3. They help to ensure the design is user-friendly, intuitive, and engaging, and provides a smooth and satisfying user experience.
   
   

For this brief we have chosen our design principle around-

Modern appeal: The design should reflect the current trends and standards in the industry, as well as the brand’s vision and values. The design should use  consistent and coherent visual language, such as colors, fonts, icons, and images, that convey the brand’s identity and personality. The design should also use appropriate animations, transitions, and effects, that create a dynamic and engaging user interface.

Product- focused: The design should showcase the product’s features and benefits, as well as its unique selling proposition. The design should use clear and concise copy, as well as high-quality and relevant images and videos, that highlight the product’s value and functionality. The design should also use effective call-to-action buttons, such as “Buy Now”, “Learn More”, or “Sign Up”, that encourages the user to take the desired action.

Enhanced CX: The design should provide a smooth and satisfying user experience, that meets and exceeds the user’s expectations and needs. The design should use simple and intuitive navigation, as well as a responsive and adaptive layout, that allows the user to access the information and functionality they need, across different devices and platforms. The design should also use feedback and guidance, such as tooltips, progress bars, and error messages, that help the user to complete their tasks and goals.

Color Accessibility and Guides

Color accessibility and guides are very important aspects of user interface design, as they ensure that the design is inclusive, usable, and effective for all users, regardless of their visual abilities or preferences. 

Color accessibility and guides can help designers to create more diverse and inclusive user interfaces, that reflect and respect the diversity and preferences of the users. By using color accessibility and guides, designers can avoid using colors that may be offensive, insensitive, or stereotypical for some users, such as colors that are associated with certain genders, cultures, religions, or political views. Designers can also use color accessibility and guides to offer users more options and control over the appearance and customization of the user interface, such as allowing users to choose their own color schemes, themes, or modes, that suit their personal tastes and needs. Color accessibility and guides can help designers to create user interfaces that are more respectful, empowering, and engaging for all users.

Landrover.uk 2.0

The Landrover.uk website 2.0 re-designed project is a creative and strategic initiative to redesign the official website of Land Rover, one of the world’s leading luxury SUV brands. The project aimed to showcase the brand’s vision of modern luxury, electrification, and sustainability, as well as to enhance the user experience and engagement across web and mobile platforms.