How important is it for JLR to incorporate ‘emotional design’?
For me, great design is the gateway to customer desirability. Design creates that emotional connection. When we talk emotional design, it can be broken up into three elements. Firstly, it’s visceral. When you look at it, do you want it? Do you desire it? The word ‘desirability’ forms a big part of our overall design strategy. Secondly, it’s about behavioural design. Does the behaviour of the vehicle fulfill or surpass expectations? Thirdly, we look at reflective design. Once you’ve owned the vehicle, used it and lived with it, does it still connect on an emotional level? Do you still find it desirable? We want our vehicles to reflect the customer’s lifestyle. All these abovementioned elements make up the emotional design, the key communicator of what the brand represents.