VOLCAN 4X4

Designing a vintage Range Rover configurator

As a huge car enthusiast and a lifelong Land Rover fan, I was thrilled when I was asked to help Florida-based Volcan 4x4 build an online car configurator for vintage Range Rovers.

On the back of unprecedented success selling restored Toyota trucks and Land Rover Series models, Volcan wanted to really up their game for their next big venture and allow customers to create and customise their very own vintage Range Rover in order to visualise their ideal truck from the comfort of their own home.

Role
Product Designer

Agency
Nat Guy & Partners

Figuring out where to start

We began the design project by assessing Volcan’s current market standpoint and reviewing their goals moving forward. By completing exercises such as an Elements of Value Pyramid (seen bottom right in the image below), I was able to understand the type of brand Volcan 4x4 wanted to project themselves as and the type of product that they wanted to create.

VOLCAN 4X4

Designing a vintage Range Rover configurator

As a huge car enthusiast and a lifelong Land Rover fan, I was thrilled when I was asked to help Florida-based Volcan 4x4 build an online car configurator for vintage Range Rovers.

On the back of unprecedented success selling restored Toyota trucks and Land Rover Series models, Volcan wanted to really up their game for their next big venture and allow customers to create and customise their very own vintage Range Rover in order to visualise their ideal truck from the comfort of their own home.

Role
Product Designer

Agency
Nat Guy & Partners

Figuring out where to start

We began the design project by assessing Volcan’s current market standpoint and reviewing their goals moving forward. By completing exercises such as an Elements of Value Pyramid (seen bottom right in the image below), I was able to understand the type of brand Volcan 4x4 wanted to project themselves as and the type of product that they wanted to create.

The next step was to create a comprehensive user journey from the first point of contact to end goal (place deposit). It was also at this stage that we decided on the main subcategories of Range Rovers that would be offered, based on evaluation of the target market and existing client base.

The next step was to create a comprehensive user journey from the first point of contact to end goal (place deposit). It was also at this stage that we decided on the main subcategories of Range Rovers that would be offered, based on evaluation of the target market and existing client base.

How is it already done well?

Moving forward, we turned to existing car configurators and evaluated what we liked, didn’t like and what we thought worked well. Inspiration was taken from a selection of different configurators, including Maserati, Porsche and Land Rover’s own platform. In particular, I liked the cleanliness and simplicity of the Maserati configurator, as a lot of visual emphasis was placed on the car render and it was very easy to understand each stage of configuration.

How is it already done well?

Moving forward, we turned to existing car configurators and evaluated what we liked, didn’t like and what we thought worked well. Inspiration was taken from a selection of different configurators, including Maserati, Porsche and Land Rover’s own platform. In particular, I liked the cleanliness and simplicity of the Maserati configurator, as a lot of visual emphasis was placed on the car render and it was very easy to understand each stage of configuration.

Pen and paper

Once we were happy with our user journey and sources of inspiration, I began to sketch potential solutions. The idea was that several solutions would be proposed in low-fidelity before being reviewed. Once approved, we would input the designs into an Invision prototype and test for any usability issues. This process would be repeated for each stage of design to ensure that we did not create something handsome to view, but dysfunctional to use.

As we progressed further into the design process, more interest was invested in a minimalist navigation that would be both simple to understand and exist very much secondarily to the Range Rover image. Subsequent iterations focused on this concept until we had a design that everyone was happy with.

Pen and paper

Once we were happy with our user journey and sources of inspiration, I began to sketch potential solutions. The idea was that several solutions would be proposed in low-fidelity before being reviewed. Once approved, we would input the designs into an Invision prototype and test for any usability issues. This process would be repeated for each stage of design to ensure that we did not create something handsome to view, but dysfunctional to use.

As we progressed further into the design process, more interest was invested in a minimalist navigation that would be both simple to understand and exist very much secondarily to the Range Rover image. Subsequent iterations focused on this concept until we had a design that everyone was happy with.

The final design

Having completed the Photoshop renderings of the Range Rover compositions, the last thing to do was import them into our configurator Sketch file and push the final renderings to Invision for a final round of testing. A selection of screens from the final configurator can be seen below.

The final design

Having completed the Photoshop renderings of the Range Rover compositions, the last thing to do was import them into our configurator Sketch file and push the final renderings to Invision for a final round of testing. A selection of screens from the final configurator can be seen below.

In summary

I really enjoyed working with Volcan 4x4 on this project. Creating a minimal yet functional interface for both desktop and mobile and reimagining a system that is generally overloaded with information was something that really helped me to progress as a designer. Moving forward, I hope to help the guys at Volcan with some usability testing and iteration. Volcan 4x4’s Range Rover configurator will be live soon following some usability testing, in the meantime you can check them out at www.volcan4x4.com.

In summary

I really enjoyed working with Volcan 4x4 on this project. Creating a minimal yet functional interface for both desktop and mobile and reimagining a system that is generally overloaded with information was something that really helped me to progress as a designer. Moving forward, I hope to help the guys at Volcan with some usability testing and iteration. Volcan 4x4’s Range Rover configurator will be live soon following some usability testing, in the meantime you can check them out at www.volcan4x4.com.

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