Making Electric Feel Effortless
Helping drivers understand electric mobility through a premium, intuitive digital experience.
Brand:
Jaguar
Project:
Jaguar Electric hub
My Role:
Design Lead
Team:
Spark44DX
As interest in electric mobility accelerated, Jaguar needed a digital experience that could confidently guide drivers into their electric future. The challenge wasn’t demand — it was clarity. Research showed that many prospective buyers were well-suited to an EV, yet hesitation remained due to a knowledge gap around charging, range, cost, and everyday usability.
I led the design of the Jaguar Electric Hub, a definitive destination created to educate, inspire, and empower customers who were curious about making the switch. Our goal was to humanise complex information, remove fear and uncertainty, and present electric driving in a way that felt exciting, premium, and unmistakably Jaguar.
The Jaguar Electric Hub launched in 2020 and was followed by the Land Rover Electric Hub in 2021, forming a foundational part of JLR’s wider electrification strategy. Both platforms continue to support customers as the brand moves toward an all-electric future.
Creating Jaguar’s Electric Design Language
A core part of this project involved designing a bespoke icon system exclusively for the Jaguar Electric Hub. The icons were created to break up dense content, introduce more breathing room, and reduce the reliance on generic imagery across the page.
They established a distinct visual language that felt fresh and contemporary while still aligning seamlessly with the wider Jaguar brand. The iconography also helped simplify complex concepts and technical information, acting as a clear navigational guide throughout the section and making the experience easier to absorb.
Understanding the Real EV Experience
We began the project with a deep Research and Discovery phase, reviewing existing EV content and gathering UX, design, and copy insights from multiple sources. This helped us define user types, information architecture, experience requirements, and initial functionality ideas. A key part of this early work was immersing ourselves in the world of electric mobility and understanding the Jaguar I-PACE first-hand.
To build genuine empathy with future customers, the team was given the opportunity to take the I-PACE home and experience daily electric driving for ourselves. It was both fun and incredibly revealing. One of the most valuable insights to emerge from this exercise was the reality of range anxiety — something many of us experienced personally, and a barrier we knew the final product needed to address directly.
Designing Jaguar’s Electric Story
During this phase, I collaborated closely with the UX and Strategy teams to shape the core experience for the Jaguar Electric Hub. Together, we developed UX concepts for all key screens and components, along with the initial visual direction.
We ran regular client workshops to align early, gather feedback, and streamline approvals — ensuring the project moved efficiently without late-stage design bottlenecks. Once the UX and early design foundations were set, I curated the visual content for the hub and designed the full iconography and pictogram system.
I also conceptualised and designed several interactive tools, including the Range Calculator, Charging Maps, and explainer modules that helped users understand the differences between BEV, PHEV, and MHEV technologies. These tools played a key role in simplifying electric concepts and guiding customers toward informed decisions.
Once all UX and copy were approved, I created the final page layouts and visual elements. We refined contextual CTAs, defined the content structure, and produced the required market variations.
In the final stage, I developed responsive assets for all devices, oversaw QA, and produced a mini style guide for Phase 2. This included guidance on extending the visual system, along with rules for creating new icons and pictograms to ensure long-term consistency.
A selection of screen designs and visual treatments developed for the Jaguar Electric Hub.