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narrative work

Jaguar Land Rover

In 2019, Jaguar Land Rover were tackling an issue. The website from which customers ordered their owner manuals from had become outdated with the current corporate identity and was no longer fit for purpose offering a good customer experience.

As a platform which is regularly visited by JLR dealers and JLR car owners from across the globe, JLR required updates to design and functionality in order to update the brand identity and to portray something which was fitting of such an iconic automotive brand.

The customer services team were also experiencing difficulties with the volume of customer enquiries they were receiving due to the lack of clarity in the information provided on the outdated website.

Narrative worked with the printers and the in-house client team to create a new website which would seamlessly integrate with the complex automated systems used to place orders, showcase updated imagery and branding, and be mobile and tablet friendly (responsive).

The first step was to gain an understanding of the way users interacted with the current website, to help inform the improvements to be made on the new site. We discovered it was going to be important to provide images of products at selection stage (with the ability to magnify, utilise model/VIN number as first multi-option selectors, list model years in descending order and place frequently-used languages at the head of the options list.

A full design and build plan was developed and shared with the client’s team to ensure timelines were clear and milestones were adhered to. This meant that the whole project took less than eight weeks and was delivered in budget and on time. The site can be viewed here.

Since going live in October 2019, the client has seen a noticeable difference:

“The noises in terms of unwanted queries has certainly reduced. And that is testament to the great work from the team at Narrative. Specifically, the Model Year look up, language selection and overall website aesthetics – we really appreciate all of your efforts and we wouldn’t hesitate to recommend Narrative on future website projects .”

– Gavin Wray, Client Services Manager

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