System Persona

Personality Alignment commonly associated with Land Rover:


the explorer personality type

"Explorers seem themselves as non-comformist and ahead of their time, which is why they're intrigued by innovation. To appeal to an Explorer effectively, it is best to empathise with the Explorer story from the inside, imagining, for example, what it’s like for your customer to feel trapped by his or her own life, to yearn for more excitement and adventure, to feel bigger than their life, as though it is constraining them. They want to differentiate themselves from a successful, regular brand."


Archetypal User


40 year old male with an interest in cars
Northumberland, United Kingdom
National managerial role
£100,000+ salary 
Plays sports with colleagues 
Interested in the outdoors and exploring
Works in manufacturing, adept in science


The appeal of Jaguar Land Rover vehicles

Jaguar Land Rover appeal to both rural and urban consumers with a hybridisation of luxury and practicality. Though on the medium-high end of the consumer automotive market, their vehicles are wide-spread and heavily adopted, with a large base of loyal customers. 

Customers are often appealed to Land Rover products due to:

1. Their practical, attractive, and often masculine exterior design
2. Their luxurious, high-quality and expansive interior design
3. Their performance, power and speed
4. Their off-road and rough terrain competence 
5. The commanding position of the cabin 

Stages of the Design Process for User Experience Design

• Persona (an archetypal user for whom the product or service is being designed)

• Wireframes (screen blueprints or storyboards)

• Prototypes (for interactive or in-the-mind simulation)

• Flows and navigation maps

• User stories or scenarios

• High-fidelity visual mockups (precise visual layout and design of the expected product or interface)