Redesigning JLR’s Online Service Booking Tool
An end-to-end rethink focused on usability, accessibility and conversion uplift.
Brand:
JLR
Project:
OSBT
My role:
Lead UI/UX Designer
Team:
Spark44
The Spark44 DX team was tasked with redesigning Jaguar Land Rover’s Online Service Booking Tool (OSBT). The existing tool had been in place for several years and was underperforming, with a significant user drop-off midway through the journey and very few service bookings being completed online.
Our remit was to audit the current experience, benchmark it against competitors, and develop clear concepts and recommendations for how the tool should evolve.
The resulting solution is a faster, simpler, and more accessible booking tool—one that supports customers at every step and dramatically improves the overall service-booking experience.
Our Approach
The project began with a full audit of the existing Online Service Booking Tool. We analysed how it was being used, identified points of friction, and uncovered clear opportunities for improvement. Once all teams aligned on the strategy, we moved into a detailed discovery phase. This included reviewing competitor service-booking tools as well as wider best-in-class digital experiences, helping us identify key features and map out early concepts for the redesigned tool.
Our approach focused on simplifying the journey and reducing unnecessary steps, asking for only the essential information needed to complete a booking. While this sounds simple, it required careful balancing between minimising effort for customers and ensuring dealers received the details they needed. We gathered insights from both sides—dealers and users—to strike the right balance.
Low-fi wireframes for the Online Service Booking Tool
I collaborated closely with the Design and UX Directors to create a full set of low-fidelity wireframes that mapped out every step of the tool, including all user paths and decision points. Once these early wireframes were reviewed and approved by the client, I produced the detailed wireframes for the new Online Service Booking Tool.
Designing the New Service Booking Experience
The design phase was the final stage of the project. Several key decisions shaped the new experience, including removing the large banner at the top of the tool and switching from vertical steps to a clearer horizontal stepper to guide users through the journey.
Accessibility was a core consideration throughout. All forms and interface elements were designed to meet WCAG 2.0 standards, ensuring the tool was inclusive and easy to use for all customers.
Finally, we created clean, modern layouts using the brand’s three core colours, supported by simple, purposeful iconography to add clarity and visual interest without distracting from the task at hand.
