A “New Jaguar” internal team was given carte blanche to isolate themselves from the wider group, existing mindset and ways of working, adopting a truly human centred approach.

Working with Fantasy Interactive, I helped research and shape New Jaguar’s future customer experience to attract a new upscale market via a radically new set of value propositions.

WHAT I DID:

18 interviews to map the new organisation goals and challenges, 360˚ view

Mapping all channels and touch points revealed a fragmented organisation

An initial understanding of typical customer jobs to be done, pain points and gains during the life cycle

Articulated 7 key organisational challenges, a shared ideal future, and actions needed to get there

Using the customer jobs, pain and gains as starting point, we imagine multiple pain relievers, gain creators and product/service concepts.

We select and group the different ideas down to a manageable size (15-25) and illustrate a concept card with a brief description.

Running a qualitative and quantitative test to cluster concepts across the Kano spectrum: Differentiating / Performance / Must-haves / Indifferent, so we can prioritise what is important vs peripheral.

Kano Test results and research insights made clear which initiatives to prioritise in the short and long term. 

The team was now able to carve an ideal Future Vision, confident it was maximising value for end customers and ensuring success of the New Jaguar brand reboot.

Organisational capabilities were fine tuned to align with and deliver on that Vision, with a focus on serving the new EV Luxury customers and their latent needs in a superlative way.