Range Rover L405 - China launch - Shanghai Auto Show

Interactive Digital Display for auto exhibition

The brief

During the Shanghai Auto Show, Jaguar Land Rover were launching their new Range Rover for the Chinese market and were looking for an engaging interactive solution to help promote, inform and drive sales of their new product.

As part of the of the overall experience, the launch of the Range Rover was focused on telling the story of the excellence and advancements JLR have made for this product.

With two national product launches planned for the increasingly competitive Chinese market, Jaguar Land Rover needed to ensure that the launch of the all-new Range Rover gained significant media attention at Shanghai Autoshow.

Main objectives

  1. Increase product awareness in Chinese market
  2. Understand the potential users and their requirements
  3. Work closely with client, local teams, and global brand team
  4. Provide support and knowledge for client during project
  5. Optimise the user experience, interaction, and engagement
  6. Integrate the use of new technology combinations
  7. Ensure experience is enjoyable, informative and pain-free for both the users

The solution

As a team, we developed a simple yet elegant interactive solution that reflected the new Range Rover, and it’s technological advancements. Allowing us to tell the story of how these elements come together to create the world’s best driving experience.

To tell that story we looked at each of the elements that made this such a great product, such as the all-new chassis and drive train, as well as the luxury elements that have become synonymous with Range Rover and JLR as a whole. This allowed the users to take an exploratory journey when engaging with this interactive solution.

My role

During this project, I was responsible for providing a clear creative strategy based on the brief and the comparative research, developing user journeys and interaction design, user insight as well as a simple set of wireframes.

Techniques, tools, and process used during this project:

Comparative research

Conceptual ideation

Content analysis

Wireframe development

User journeys

Interaction design

Creative direction