Land Rover Defender Retail App
Getting fans and customers excited ahead of the launch.
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How do you engage customers in a product that hasn’t been built yet?
The Land Rover Defender AR app is a digital marketing and sales tool to immerse and educate customers on the vehicle before they even step foot in a retailer showroom. A globally deployed app available in 20 languages, it allows you to fully personalise your vehicle with 80,000 possible vehicle configurations.
The experience also enables you to view and personalise the vehicle in full scale and walk around it in a real time AR environment through 4 different terrains: Ice, Urban, Forest and Desert.
As a bit of a Defender fan-boy, and given my experience with the Land Rover brand, I was approached to design and deliver a new kind of mobile app.
To be released ahead of the official new Defender launch, the mobile app needed to:
Engage existing customers and excite new customers with the brand
Highlight the benefits & features of the Defender
Include a gamification element to the experience
Allow customers to share their customised Defender to increase social reach
Get people to sign-up for a test drive
Champion the customisation of Defender
As creative director my main responsibilities included:
Pitching and presenting several concepts to the client
Leading an agile UX team to develop the product
Creating user-flows and journey maps (XD, Sketch)
Designing the look and feel and creating artwork for developers
Developing a design system for the app
Art directing the 3D team
Working closely with developers to create working prototypes
Presenting prototypes at weekly show & tells with the client
Design. Prototype. Test. Repeat.
Throughout the whole process, the UX, Design and development teams worked collaboratively, rapidly creating prototypes to test on a weekly basis.
Make it personal.
Here’s a short social promo piece we did.
Results so far…
The popularity of the app continues to grow as downloads exceed 17,500 in 80 countries, with China due for launch later this year. The app has clocked over 45K unique sessions and dwell time is averaging five minutes per session.
JLR retailers globally are embracing this asset and using it as a powerful marketing tool to showcase the Defender.
The AR app was part of our multifaceted experience campaign to launch the new Land Rover Defender. The project comprised of a global launch film and dramatic product reveal at Frankfurt Motor Show, as well as a cutting-edge VR experience and the AR app enabling customers to visualise the interior and exterior of the new Defender.