Land Rover
Gamified Event App to Launch the Ultimate All-Terrain Vehicle
User Flow & Interactive Wireframes
To ensure the best user flow, we created low fidelity & illustrative temporary app screens to visually showcase the possible journeys a user could take within the app.
Wireframes of the experience further outlined how users would flow through the solution, and provided a high level functional overview prior to design and development.
Designing With the Brand in Mind
Every aspect of the design had to be in-keeping with Jaguar Land Rover's distinctive CI, and checks were made at every stage of the design and build to ensure that there was no deviation from the strict guidelines.
Brave's designers created a fresh and user-friendly interface that also adhered to the brand requirements.
The Defender Journey
Weekly challenges were unlocked each morning, driving app users to check-in frequently, and be the first to complete the challenges.
Engagement was consistently high.Teams and individuals were playing for points which would accrue during the final stages of the game.
Users worked their way up through various levels, earning 'coins' or badges starting at 'Newbie' and ranging up to 'Platinum'.
The real-time Leaderboard kept all players engaged and aware of how their fellow teams and players were progressing.
A very active News Feed packed with comments and conversations about the vehicle and the game meant boosted shared learning and excitement.
Change in the Time of Corona Virus
With the world in the sudden grip of a pandemic, and South Africa moving into lockdown, the launch was moved from a real-world event with digital as a supporting factor, to a almost fully virtual one.
As we no longer needed to have the app built to be used in the field, and no longer required the dedicated device functionality, we were able to pivot to a PWA build.
The pandemic also meant that the PWA was even more critical in the success of the Land Rover defender launch. In response to this, we had to add new features, remove others, and adjust the timeline.
