JAGUAR

REINVENTING JAGUAR’S EXCITING new ‘REIMAGINE’ electrified future as a prestigious high-net-worth-focussed car brand.

I was engaged by Jaguar and Nimbletank to work as part of a two-man team to conceptualise what this new future looked like through a visual and an experience lens within the sphere of their mobile app and from ordering vehicles to the first few years of ownership. Jaguar wanted to reach out beyond their own design team and external design partner (Accenture Song ex. Spark44), and see if they were missing a trick with their digital omnichannel touchpoints.

The project changed in scope once Jaguar saw the comprehensiveness of our thinking and we quickly devised an omnichannel framework for their entire business, from brand relaunch to car launch, from car orders to full lifecycle of vehicle. We charted every moment in the business that the brand and customer would interact, whether digital or physical, or a blend of both.

The scope extended to:

• Synthesising qualitative & quantitative research (approx 800 pages of research supplied to ascertain customer behaviours and values)

• Customer archetypes

• New brand values

• Running workshops with clients (Jaguar marketing & design team) to redefine the brief and excite them about championing elevated design within their organisation and design teams

• Service design & customer experience framework blueprint

• Phygital, digital & physical experience design (in-car experiences, car collection, in-store experiences, store design)

• UX principles

• UI principles

• Ceremonial framework for various elevations of experience, helping Jaguar plan additional experiences

• Customer advocacy & loyalty guidelines (elite customer membership vs general public)

• Prioritisation framework for rollout of features/services