Land Rover - James Kingman

PROJECT

Defender Journeys

CLIENT

Jaguar Land Rover

ROLES

Concept, UX, UI

Four-wheel drive specialists, Land Rover is calling time on their supreme classic automobile, The Land Rover Defender. It is more than an A to B vehicle, it is an enabler for you to go anywhere and do anything – and it’s been doing that for years.

The challenge

With an expected uproar once the news of the Defender's cancellation becomes official, Land Rover needed something to keep their keen audience engaged. The brief was open: Create something that keeps the hardcore fanbase engaged in the brand and Land Rover Defender.

The solution

From ploughing fields in the ’40s, cross-continental adventures, to family-school runs, the Defender has shared many journeys with its owners - It was high time Land Rover gave those journeys a voice. We created a campaign site that called out to all those owners, past and present, for their journeys and moments, then gave it a home where they could be shared and celebrated amongst the Defender community.

MAP VIEW

CARD VIEW

JOURNEY VIEW

Collecting Stories

The challenge wasn’t just about creating the platform, it was also about how to collect the stories in a way that wasn’t overly daunting for the user. We ran several tests to determine the level of detail required to create the stories, as well as the level of detail our users would be willing to share, in order to define how many steps should exist to minimize drop-off.