Jaguar Land Rover
Building a global marketing platform that delivers personalised campaigns at scale
Empowering local dealerships across 113 markets with a centralised platform for tailored, impactful campaigns.
Product
Desktop App
Industry
Automotive
Marketing Technology
SaaS
My Role
UX/UI Design
Prototyping
Design Systems
User Testing
Timeline
6 months
50,000 +
marketing campaigns managed annually across the new platform
4,000
local dealerships worldwide empowered by new platform
90% cost saving
in marketing campaign implementation compared to before
The challenge
Jaguar Land Rover (JLR) faced a complex marketing challenge - maintaining a cohesive global brand identity while empowering their vast network of dealerships to create tailored campaigns for local audiences. Their existing approach was fragmented, resulting in inconsistencies, inefficiencies, and missed opportunities for personalised customer engagement.
The solution
Develop a customised marketing platform that enabled JLR to:
Centralise Campaign Management
Allow JLR Corporate to manage and distribute their marketing materials and campaigns from a central location
Deliver Multi-Channel Marketing Campaigns
Effortlessly plan, execute, and track their marketing communications across print, digital, social media, and other channels from a single interface
Customise Campaigns to Local Audiences
Empower local dealerships to craft hyper-targeted campaigns tailored to their local audience's language, culture, and preferences
Create Global Brand Consistency
Safeguard their brand indignity across all markets by ensuring adherence with established brand standards in every marketing campaign
The Process
My design journey for Jaguar Land Rover's marketing platform began with a deep dive into understanding the unique needs and challenges of both the global marketing team and individual dealerships. Through a comprehensive research phase, encompassing stakeholder interviews, workshops, and competitive analysis, I identified key pain points and opportunities for improvement. This was further validated by in-depth analysis of existing workflows and desired features gathered through surveys and interviews with dealership personnel.

Following this research, the design team focused on translating insights into tangible solutions. I led the prototyping phase by creating low-fidelity wireframes to map out the platform's architecture and user flows. These initial mockups of key screens allowed for rapid iteration and valuable feedback from stakeholders and potential users. As the design evolved, I developed more detailed wireframes that delved deeper into specific interactions and functionalities, further refining the user experience. This iterative process ensured the platform's structure was intuitive, user-friendly, and aligned with Jaguar Land Rover's marketing objectives.
By leveraging the Forrester-recognised AdZU Studios framework, I collaborated in the development of key application features tailored to JLR’s specific needs. This included designing an intuitive Marketing Planner to streamline campaign management across all channels, a dynamic Advertising Studio to create engaging content, and an Approval Manager to facilitate efficient feedback on a variety of assets, from documents and videos to HTML and final ads.
The design system
I developed a comprehensive design system that formed the backbone of the platform, establishing a unified brand experience across 113 diverse markets. This visual blueprint ensured that every element, from buttons to colour palettes to font choices, consistently reinforced the brand's identity across all campaigns, regardless of whether the materials were created by a dealership in New York or New Delhi.

Acting as a single source of truth for both visual and interactive elements, it not only streamlined the initial development process but also empowered local dealerships to effortlessly create on-brand marketing campaigns within the software without the need for extensive design resources. This significantly reduced production time and costs at the local level.

Ultimately, this integrated system enabled dealerships to seamlessly adapt global assets to their specific needs while adhering to brand guidelines, striking a crucial balance between maintaining a globally recognised brand image and providing the agility necessary for hyper-localised campaign creation.
Taking it for a test drive
Finally, I took part in a rigorous testing phase, involving both in-person user testing and iterative refinements, to optimise the platform's functionality and user experience. A pilot program with select dealerships provided invaluable real-world validation, confirming the platform's effectiveness in delivering tangible results for both local dealers and the global brand. This testing phase paved the way for a seamless worldwide rollout.
The result
The launch of the new marketing platform transformed Jaguar Land Rover's global marketing, slashing campaign deployment time from weeks to seconds, allowing them to move faster than their competition. This streamlined approach resulted in a 90% reduction in implementation costs compared to previous methods.

Beyond significant time and cost savings, the platform successfully fostered a unified brand identity while empowering local marketing teams to create targeted campaigns tailored to their specific audiences. This localised approach significantly amplified brand reach and resonance, leading to increased customer engagement and a stronger market presence.
Let’s make great things together
Have a project or idea you'd like to explore? Let's connect! I'm always open to collaborating and would love to hear from you. Feel free to drop me a line or schedule a chat through one of the links below.
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