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Jaguar LandRover
Defining Innovation
in Wearables
Overview
The launch of the Apple Watch marked a transformative moment in technology. As one of the earliest entries into the world of wearables, it was a product that carried with it immense possibilities and distinct challenges. Jaguar Land Rover sought to capitalise on this momentum, blending luxury with cutting-edge tech.
The Challenge
Being one of the pioneers in app development for the Apple Watch Series 0, we were navigating uncharted territory. The device was new, its functionalities limited, and the SDK only became available months after the initial launch. To compound matters, we aimed to introduce features that even Apple hadn't yet implemented.
“To deliver a genuinely desirable product by understanding the unique technical and behavioural challenges introduced by wearables and provide an experience that becomes second nature for users.”
Approach
As the Creative Director and Product Owner, I believed in a user-centric philosophy. The key was iterative design:
1.
Harnessing Limitations: Recognising the Series 0 Apple Watch's constraints, we introduced the first passcode unlock system, setting a precedent that even Apple would later adopt.
2.
Feedback Loop: Gaining access to the SDK allowed for real device testing. This iterative feedback was instrumental in refining the app, ensuring it wasn't just functional but intuitive.
3.
Opportunity Exploration: Leveraging the outcomes from "Opportunity Mapping" and "Interaction Opportunities" activities guided our approach, helping integrate data across the watch, phone, and car.
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Understanding and exploiting all the potential interaction opportunities available in the then new Apple Watch
Go-to-market Strategy:
In collaboration with Jaguar Land Rover, the app was positioned as more than just a utility; it was a luxury experience. This was evident as it featured prominently in Land Rover's promotional campaigns, showcasing the harmonious blend of brand elegance and technological prowess.
Outcomes:
The app set new standards. From the user-centric design approach to pioneering features, it became a testament to what's achievable when innovation meets luxury. Furthermore, the app's subsequent adaptations for Android and iOS platforms underscored its success and expansive appeal.
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Personal Reflection:
In the ever-evolving realm of tech, this project stands out as a significant milestone in my journey. The constraints of the Series 0 Apple Watch, instead of being limiting, spurred creativity. It was a vivid reminder that with the right blend of collaboration, innovation, and user focus, even the most formidable challenges can lead to groundbreaking solutions.
Integration of colour logic to reflect ISO standards and integrate with both Jaguar and Land Rover brands
Reflecting the shared honeycomb brand structure in the interface.
The Apple Watch app featured in Land Rover’s main brochures
