The Range Rover Evoque is a game changing vehicle both for Land Rover and for urban luxury vehicles. The Evoque is primarily aimed at a brand new global non Range Rover/Land Rover audience – smaller, nimbler, more economical, new design cues and price point all make this a whole new line for Land Rover.

To reflect this I took the opportunity to completely strip down the existing Range Rover/Land Rover configurator to develop something sophisticated, elegant and simple that I could grow and evolve as the car neared launch, and way beyond – rolling out the experience across multiple touchpoints (online, mobile, retail, events and experiential, social) with the configurator sitting at the centre.

The project was developed in close partnership with the cross agency Land Rover account team and the data and 3d engine were developed with a number of third party consultancies.

Having spent time talking to the Evoque’s designers and exploring a whole plethora of different design and UX qeue, I formulated a simple, elegant and functional way to explore the vehicle, creating a rich multi-sensory environment for users to explore and share every detail of the car without distraction – it’s all about the car, with you in it.

Creating a way to grow and add functionality, I developed a very simple modular, feed-driven system letting me plug new modules into the configurator; building in this way would also allow me to create different functional modules for specific touchpoints, so each touchpoint would have an inherent function alongside the configurator.

Sadly, after three and a half intense months, a lot of late nights, testing and discussing with some amazing third-party technologists and agencies (RTT and Schematic to name but two), inter agency politics put the configurator on indefinite hold.