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Craig Tomkins

MA work

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This project examines how Jaguar Land Rover (JLR) could be more relevant to the lifestyles of urban millennials. Assessing the changing needs of the market revealed how technology has brought dramatic change in the shape of on-demand services and information, such as Uber and Citymapper, making public and private transport more accessible on the spot. This has resulted in a lower desire to purchase vehicles.

The outcome of this project explores a solution to engaging these millennials by partnerships with urban brands that are complimentary to the values of JLR.


  • MA Degree


    School of Design


    MA Service Design, 2015

  • I'm a transport-obsessed Service Design student. After gaining a BA in Transport Design, I observed how the automotive industry had to change to stay relevant in a world being led by personal technology devices.

    The approach of Service Design has enabled me to identify future issues around personal mobility and the automotive industry through user research and analysing business trends, as well as ideate solutions to these.

  • Degrees

  • BA Transport Design, University of Huddersfield, 2013
  • Experience

  • Service designer, E-Car Club Ltd., London, 2014
  • Exhibitions

  • Young Designers, London, 2013
  • Conferences

  • Employment for Graduates: Young Designers Panel, 2015