Confusing Navigation
Between media sources
Project Journey
Takeover
Mid-development handoff
Research
US & UK stakeholders
Refinement
Key flows polished
Launch
30M+ vehicles shipped
The Challenge
"How do you refine an almost-finished infotainment system so it's safe, usable, and worthy of a luxury brand?"
Driver Pain Points
Long Setup
For accounts + profiles
Distracting UI
Unsafe in-car use
Critical Goal
Reduce driver distraction while browsing media—safety must come first in automotive design
"I just want to play my music without taking my eyes off the road."
— Michelle Brooks, User Research Participant
Discovery & Research
Benchmarking Luxury Infotainment
Competitive Analysis
Benchmarked against BMW iDrive, Audi MMI, Tesla media systems, and other luxury automotive infotainment platforms to identify best practices and opportunities for differentiation.
BMW iDrive
Rotary + touch control
Audi MMI
Multi-modal interface
Tesla
Large touchscreen-first
Competitor Error Rates
Task completion error rate during initial testing
45%
BMW iDrive
52%
Audi MMI
38%
Tesla
58%
JLR Gen 2
Before Redesign
JLR Gen 2 had the highest error rate, requiring significant refinement
What We Heard
"Switching sources takes too many steps."
David Wilson — Daily Commuter, Range Rover Owner
"Profiles should remember preferences."
Rachel Patel — Fleet Manager, Corporate Accounts
"Clarity is safety."
James Harrison — Product Director, JLR Connected Car
Key Insights
Voice-first ≠ enough; UI must be simplified too
While voice commands reduce distraction, visual interfaces still need to be clear and intuitive for at-a-glance comprehension.
Accounts needed clearer hierarchy
Multiple driver profiles required better organization and faster switching to prevent frustration and setup time.
Consistency across car + app = trust
Luxury users expect seamless continuity between in-vehicle systems and companion mobile apps.
Define & Strategize
Designing for Luxury Drivers
Core Personas
The Commuter
Daily drivers who prioritize efficiency and safety
"Needs fast, safe playback on the go without distraction"
The Family Driver
Multiple users sharing the vehicle regularly
"Wants multiple profiles with personalized settings"
The Luxury User
High-end customers with premium expectations
"Expects polished, branded experiences worthy of the price"
Opportunity Map: Impact vs Effort
High Impact, Low Effort
- Media Source Hierarchy
- Persistent Now Playing
- Profile Switching
High Impact, High Effort
- Advanced Voice Control
- Cross-Platform Sync
Low Impact, Low Effort
- Visual Themes
Low Impact, High Effort
- Custom Animations
Key Questions
- How might we reduce taps while driving?
- How might we make switching sources seamless?
Success Metrics
Design Evolution
Refining for Safety & Luxury
Early Sketches & Exploration
User Flow Documentation
Roads Not Taken
Nested Menus for Media Sources
Deep menu structure requiring multiple taps to switch between sources
Why it failed: Too deep for drivers—required eyes off the road too long. Violated core safety principle.
Heavy Animations
Elaborate transitions and motion effects between screens
Why it failed: Distracting for drivers, slowed perceived performance, and didn't align with luxury brand expectations.
Key Decisions
Why a Persistent "Now Playing" Bar Won
By keeping the currently playing media visible at the bottom of every screen, we eliminated the need for drivers to hunt through menus to see what's playing or make quick adjustments. This single design decision reduced interaction time by 40% in testing and became the anchor for the entire information architecture. Drivers always knew their current context—a critical safety and usability win.
Design System Components
Primary Action
Secondary Action
Volume Slider
Media Icon
Final Interface Mockups
Testing & Validation
Validating Safety & Usability
Account Setup Flow Transformation
Before — Complex
- Multiple nested screens
- Unclear account hierarchy
- No profile preview
- 5+ minute setup time
After — Refined
- Single-screen setup
- Clear profile structure
- Live profile preview
- 2 minute setup time
A/B Test: Icon Style
Variant A
Skeuomorphic
Too detailed, slow recognition
Winner
Flat Iconography
Instant recognition, safer for driving
Note: In-vehicle testing conducted with 12 participants across US and UK markets during refinement cycles.
Error Rate Reduction Over Testing
30 percentage point reduction in usability errors (58% → 28%) from initial testing to final release
Interaction Heatmap: Media Dashboard
NOW PLAYING BAR
Bottom Media Controls: Highest Interaction Zone
Validated persistent navigation design decision
Refinement Cycles
1
Initial Refinement
Q1 2017
2
Media Hierarchy
Q2 2017
3
Account Polish
Q3 2017
4
Final Release
Q4 2018The Solution
Refined for Safety & Luxury
Key Features
One-Tap Source Switching
Switch between radio, Bluetooth, streaming apps, and USB with a single tap. No nested menus, no hunting—just instant access to your preferred media source.
Personal Profiles
Preferences stored per driver—favorites, volume levels, and account settings. The car remembers you and adjusts automatically when you get in.
Voice + Touch Harmony
Voice commands reinforced by simplified UI. Say what you want or tap—both methods are fast and intuitive, giving drivers options for any situation.
Persistent Now Playing Bar
Always visible at the bottom of every screen. Drivers never lose context and can make quick adjustments without navigating away from their current task.
Simplified Account Integration
Streamlined login and media continuity across devices. Connect your streaming accounts once and enjoy seamless playback across in-vehicle and mobile platforms.
Impact & Results
Delivered at Scale
US & UK
Research & Testing
Stakeholder insights across markets
Extensive
Dev Documentation
Comprehensive specs for implementation
Measurable Improvements
Task Completion Error Rate
30 point reduction (58% → 28%)Account Setup Time
60% faster account setup"The refinements turned this from 'good enough' to flagship-level design."
— Andrew Thompson, VP of Product, JLR Connected Car
Reflection & Growth
What I Learned
Key Takeaways
Safety must drive every infotainment decision
In automotive design, user experience isn't just about delight—it's about keeping people alive. Every tap, every animation, every piece of information architecture had to pass the "eyes off the road" test. This constraint forced us to be ruthlessly efficient with hierarchy and interaction design, ultimately making the system better for everyone, not just safer drivers.
Iteration with live vehicles uncovers edge cases quickly
Testing in actual Jaguar Land Rover vehicles revealed issues no prototype could: glare on screens at specific times of day, button sizes that felt right on a tablet but wrong in a moving car, flows that seemed logical in a lab but confusing on the road. Real context testing isn't optional for automotive—it's the only way to design responsibly.
Documentation is essential for cross-continent dev teams
Working with development teams across the US and UK taught me that clear, comprehensive documentation isn't bureaucracy—it's respect. Detailed specs, annotated mockups, and interaction logic documents ensured our design intent survived handoff and time zones. Good documentation multiplies a designer's impact across geography and time.
What I'd Do Differently
Looking back, I would have introduced real driver shadowing earlier in the refinement process. While we conducted plenty of testing, actually sitting in the passenger seat and watching drivers interact with the system in their daily commutes would have surfaced friction points faster. The artificial testing environment, even in real vehicles, doesn't capture the full cognitive load of driving in traffic while trying to change music.
I'd also push for more aggressive simplification in the first refinement cycle. We were cautious about removing features inherited from Gen 2, but the persistent "Now Playing" bar proved that less really is more. If I'd been bolder about cutting early, we might have reached the polished solution faster.
"Luxury design isn't about flash—it's about clarity, trust, and consistency."
The Finished Product
A refined infotainment experience for millions of Jaguar Land Rover drivers
