Designing for efficiencies
Site refresh. Jaguar Land Rover.
A pilot refresh of the Land Rover site based around the Key Points of Interest; Efficiency, Personalisation and Conversion.
Design direction, UX, UI, Motion, Dev handover, Presentation
Requirement
The aging Land Rover platform's extensive customizations slowed progress and lacked a 'Connected Customer' experience. A pilot using Adobe AEM in the German and Australian markets was proposed to be developed in six months and tested against KPI targets. With both the current Jaguar and Land Rover sites performing well in JD Power and Psyma reports, any layout changes had to be justified and connected to those KPIs.
Efficient thinking
This wasn’t going to be a redesign for the sake of it, but a refresh with efficiencies at the forefront of our thinking
These restrictions, found across various components and breakpoints, necessitated creating assets with excessive background, managed either during the photo shoot or through meticulous retouching afterwards.
To improve site efficiency, we identified key components with poor asset performance. This was mainly due to component responsiveness and text boxes overlaying imagery, which constrained vehicle size and position to image safe areas.
Solution
A single 16:9 aspect ratio for all assets across all components
Instead of dozens of versions of the same image, we proposed that a single unique asset uploaded to the CMS would now perform the same task.
Decluttering components that overlayed imagery with UI elements and scaling proportionally removed the need for technical safe areas, allowing us to position the car at its most dynamic within the asset.
This, in turn, would mean that the image file weight would be assigned to the product rather than lost to an excess of background.
Videos, previously linked to, could now be played at their native HD proportions in-situ, adding to a more dynamic layout.
Stretcher
What this achieved
The authoring task for one product area was previously:
Number of unique assets: 233
Time per asset: 30 minutes
Total: 15.5 days
And now:
Number of unique assets: 154
Time per asset: 20 minutes
Total: 6.8 days
Half the authoring time for asset creation and uploading
Allowing flexibility
With so many efficiencies made throughout, we felt we could afford to break from the 16:9 concept for page heroes, instead displaying the vehicles in a more cinematic 16:7 format while still displaying the required data content above the fold.
Bringing it all together
While we refined the components, we were ever mindful to check that they worked cohesively together on a page, both with each other, and the existing components we weren’t revising.
Live site
Refreshed
375px
1280px
1920px
Results
The pilot did exceptionally well in both markets, with time improvements of:
Asset creation: 45%
Site authoring: 35%
QA: 28%
And utilising the platforms personalisation tools to achieve an:
Uplift in enquiries of: over 50%
Which combined meant a forecast (when deployed globally) of:
