LAND ROVER
SERVICES
ART DIRECTION
BRANDING
WEB DESIGN
YEAR
2025
CHALLENGE
Electrification introduced new questions around driving range, charging, vehicle suitability and everyday ownership. The challenge was not only to explain these concepts clearly, but to integrate a new content hub into Land Rover's established website information architecture. Working within an existing design system introduced further constraints, requiring us to create intuitive, engaging experiences while maintaining consistency with the wider platform.
APPROACH
We mapped customer journeys across different personas, identifying their motivations, concerns and information needs when considering an electrified vehicle. These insights informed the hub's information architecture, educational content and the design of a guided vehicle recommendation experience. Working within the established design system, we explored ways to simplify complex information, create clear navigation between educational content and vehicle discovery, and introduce interactive functionality without disrupting the existing digital experience.
PRODUCT FOUNDATION
The electrification hub brought together educational content and practical tools to help customers understand electric driving and explore the vehicles available to them. We designed dedicated pages covering key ownership considerations, creating a more accessible introduction to electrification while connecting customers to relevant models and the wider Land Rover website.
Simplifying Creation. Driving Engagement.
A central part of the experience was an interactive tool designed to help customers identify the most suitable electrified vehicle based on their individual driving requirements. Through a guided journey, users could enter information such as their location, typical driving distances and everyday usage needs. The tool translated these inputs into relevant vehicle recommendations, connecting practical requirements with suitable options from Land Rover's electrified range. The customer journey mapping, experience principles and interaction patterns developed for Land Rover also informed a parallel Jaguar electrification initiative, helping establish a shared approach to customer education and vehicle discovery across both brands.
