At a glance
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10
competitor sites reviewed, from Toyota and Nissan to Land Rover and Kia
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24.1%
of the UAE market held by Toyota, the market leader
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2
steps to book a test drive, then a confirmation
The brief
Jetour's UAE dealer group asked for a new website with a long list of requirements, from vehicle listings and finance to test drive and service booking. We responded with a proposal and designs for the pages that matter most.
The challenge
Jetour is a young brand in a market led by Toyota and Nissan. The current site gave little guidance between models, compared them mainly on dimensions, and its product pages felt dated.
The new site had to make Jetour's strengths, and the next step, easy to find.
My role
My experience department at Born ran this work. I set the UX strategy and led the research and the proposal with the team.
I articulated it through market and competitor research, a creative analysis of the current site, a feature map, a template list, and designs for desktop and mobile.
What we did
- Mapped the brief, from listings and comparison to reservations, test drives and service booking.
- Researched the UAE market and reviewed ten competitor sites, from Toyota and Nissan to Land Rover and Kia.
- Analysed the current Jetour site and gathered what people say about the brand.
- Mapped features to each template and drew up a revised template list.
- Designed the homepage, category landing, product page and a two-step test drive booking, for desktop and mobile.
The brief
The brief listed what the site had to do: new and pre-owned listings with sort, filter and compare, 360-degree views, a finance calculator, reservations, test drive and service booking, a dealer locator, live chat, a virtual showroom, accessories and more than one language.
We marked what our concept would cover and listed questions for the client, from who the main buyers are to which conversions matter most.
Research
We read up on Jetour and the UAE market. Toyota leads with 24.1% of the market, then Nissan with 16.3%, followed by Mitsubishi, MG and Hyundai. We reviewed the sites of those five, and of Rolls-Royce, Land Rover, Ford, Jeep and Kia.
What people said about Jetour was consistent: good prices, a long warranty, seven seats that fold flat, genuinely good tech, interiors that feel premium and good servicing from the dealer.
Creative analysis
A creative analysis of the current site found alignment issues, inconsistent fonts, too much copy, a monotone palette that needed an accent colour and too many poor-quality images. Above all, it was hard to tell the models apart.
For inspiration we looked at Land Rover's site entrance, Skoda's clear car types, Porsche's car selector, VW's lifestyle explanations and Range Rover's clean, minimal UI.
Feature map
We mapped features to templates. The navigation leads with vehicles, buying online, ownership, promotions and Discover Jetour, with test drive booking always in reach. The homepage features a model, a virtual showroom of simple product cards with price, finance price and seats, and shopping tools such as a guided Find my Jetour, compare and a dealer locator. A sticky bar keeps models, test drives and chat close.
A revised template list followed, from the mega menu and listings to reservations, service booking and the owner's account.
Product page
The product page opens on the vehicle, with a section menu from interior and performance to a 360-degree view, compare and finance. Booking a test drive and the finance calculator sit in the hero, and a community section, planned as Jetour Social, lets owners share the car in real use.
A comparison table puts engine, performance, top speed, boot size, customisation and price side by side with other models. The finance calculator works out a monthly payment from the lease term, yearly mileage and deposit.
Test drive
Test drive booking takes two steps. First, pick a model, find a dealer near you, leave a phone number or email, and choose a date and time, or ask for a call back. Then upload a photo of your ID, a legal requirement, by choosing a photo or taking one.
The confirmation sets out the time and the dealer, with directions, and reminds you to bring your driving licence.
The result
This was a proposal, not a launched site. It gave Jetour's UAE dealer group a researched view of the market and its current site, a feature map and template list against its brief, and designs for choosing a model, comparing it, working out the finance and booking a test drive.
