Jaguar Land Rover
Vehicle Sales Training
LEO Learning - Learning Designer
Brief:
Jaguar Land Rover release new vehicle models yearly, often including new features and customisation options for customers. Their design teams create product guides for every vehicle and update these when a new model year is released.
In order to highlight key features to their customers, JLR salespeople need to know their vehicles inside and out but were finding the product guide difficult and too time consuming to follow. New features intended to be important selling points and marketing messages were being missed.
The Challenge:
Yearly release cycle for over a dozen vehicles necessitates quick updates
Global market with features differing across the world
Translation needed into over ten languages
Existing knowledge varying from product experts to salespeople who are completely new
Premium brand with high expectations and a key LEO account
Skills
Content scoping
Storyboarding
Gomo build
Stakeholder management
Team leading
The Solution:
A series of short vertical scrolling product-focused courses.
Using the product guide as a base, we produced an e-learning course for each vehicle in the Jaguar Land Rover product line up. Learners first complete a pre-assessment consisting of questions about the model’s core features. If passed, learners only need to view a shorter module outlining the changes in that model year. If failed, learners progress through the course and learn about the vehicle in detail, study customer profiles, and discover which features to highlight. If a vehicle is brand new, all learners must complete the full module.
The courses use a bold visual style with background motion graphics to bring the vehicles to life and accent the premium feel of Jaguar Land Rover’s brand. The content is designed to give salespeople everything they need to describe, detail, and upsell features to customers, using language rooted in the same principles as those used for the business’s external marketing. Every vehicle follows the same course structure, enabling a streamlined translation process and aiding learner familiarity over time.
Over the course of several years working on this project, I took on a leadership role, onboarding other Learning Designers and supporting them to design content for new vehicles and models.
