Module 04 of 07 · Information Architecture

IA +
User Flows

Complete sitemap, Garrett's 5 Planes applied, and annotated user flow diagrams for every critical path — booking, estimate request, service portal, and parts.

// § 2 · Jesse James Garrett

Garrett's 5 Planes Applied

Framework: Jesse James Garrett — "The Elements of User Experience," 2002. UX-FOUNDATIONS.md § 2.1–2.6

Applied: UX-FOUNDATIONS.md § 2 — Five Planes Model · Duality and Dependency Principles
Plane 05 — Concrete
Surface
Sensory design
Visual Language
Dark navy + electric cyan + Barlow Condensed. Premium European auto aesthetic. Blueprint grid texture.
Interaction Style
Precision micro-interactions. Subtle hover states. No gratuitous animation. Fast, confident transitions.
Typography
Barlow Condensed 800 for headlines. Barlow 400/500 body. Space Mono for technical labels and codes.
Plane 04
Skeleton
Interface, navigation, information design
Navigation
Sticky top nav: Logo | Services | About | Booking (CTA) | Portal. Mobile: hamburger with full-screen overlay.
Key Interface Patterns
Progressive booking form. Service card grid. Before/after photo comparisons. Review carousel. Portal dashboard.
Information Design
Dealer vs. RoverDoc comparison table above fold. Credential badges. Real-time status indicators in portal.
Plane 03
Structure
IA, interaction design
Information Architecture
7 primary + 12 model-specific secondary pages. Flat hierarchy — max 2 levels deep. All service content accessible in 2 clicks.
Interaction Design
Booking flow: 4 steps max. Estimate request: 3 fields + photo upload. Portal login: auto-fill from booking history.
Error Prevention
Inline form validation. Confirm dialogs for appointment cancel. Autosave on multi-step forms. (Nielsen H5)
Plane 02
Scope
Functional specs, content requirements
Must Have (MoSCoW)
Online booking, service history portal, estimate request, Google reviews, credentials/about, mobile responsive.
Should Have
Photo/video upload, live chat, loyalty program, blog/content hub, model-specific pages, parts e-commerce.
Could Have (v2)
AI diagnostic assistant, fleet portal, warranty tracking, mobile app with push notifications, referral program.
Plane 01 — Abstract
Strategy
User needs + business objectives
User Need
Find a trusted Land Rover specialist who is cheaper than the dealer and won't exploit their lack of knowledge.
Business Objective
Convert website visitors to booked appointments. Build recurring service relationships. Capture NJ LR market share from dealers.
Success Metric
Booking conversion rate > 8%. Return customer rate > 60% in 12 months. Google rating ≥ 4.8 with 50+ reviews.
// Information Architecture — Sitemap

Sitemap

Full page inventory with status badges: Exists (green) · Expand (gold) · New (cyan)

Applied: Garrett Structure Plane (§ 2.3) — IA decisions documented with rationale
Primary Navigation — 6 Nodes
Home
MyRoverDoc
Hero · Credentials · Dealer vs. RD · Services preview · Reviews · CTA
REDESIGN
Services
Our Services
Service cards → individual service pages + model-specific pages
EXPAND
New
Book Service
4-step booking flow · Estimate request · Confirmation
NEW
New
My RoverDoc
Customer portal · Service history · Status · Loyalty
NEW
Exists
About Us
Tech credentials · Our story · Process · Trust signals
EXPAND
Exists
Contact
Map · Hours · Phone · Contact form · GMB embed
EXPAND
Secondary Pages — SEO + Content Hub
Model-Specific SEO Pages
↳ /services/range-rover
↳ /services/range-rover-sport
↳ /services/defender
↳ /services/discovery
↳ /services/lr3-lr4
↳ /services/freelander
ALL NEW
Service Category Pages
↳ /services/air-suspension
↳ /services/electrical
↳ /services/engine
↳ /services/transmission
↳ /services/oil-change
↳ /services/inspection
ALL NEW
Content + Blog Hub
↳ /blog (hub)
↳ /blog/land-rover-vs-dealer-cost
↳ /blog/air-suspension-warning-light
↳ /blog/defender-maintenance-guide
↳ /faq
↳ /reviews
ALL NEW
Customer Portal Pages
↳ /portal (dashboard)
↳ /portal/history
↳ /portal/booking
↳ /portal/status
↳ /portal/loyalty
↳ /parts (e-commerce)
ALL NEW
IA Rationale: The sitemap doubles from 4 to 24+ pages primarily through SEO-driven expansion — model-specific and service-specific landing pages. Each new page targets a separate keyword cluster identified in Module 02. The flat hierarchy (max 2 levels) ensures all content is reachable in 2 clicks, honoring Krug's First Law: "Don't make me think." (UX-FOUNDATIONS.md § 1.1)
// User Flow Diagrams

Critical Path Flows

Double Diamond process: Flows designed to minimize friction, maximize trust, and align with JTBD success criteria. UX-FOUNDATIONS.md § 3.1

Flow 01 — Service Booking
Persona: Archetype 01 (Sticker Shocked Owner) · Goal: Book appointment from homepage · Target: <4 steps, <3 minutes
Entry Point
Google Search → Homepage
H1: "Dealer-Trained. Honest-Priced." is visible within 3 seconds
›
Page
Homepage — scrolls to Services or clicks "Book Service" CTA
Behavioral: Fogg Facilitator prompt for high-motivation, low-ability user
›
Step 1 of 4
Select Vehicle Make / Model / Year
Pre-selects "Land Rover" if referred from LR SEO page
›
Step 2 of 4
Select Service Type + describe issue (optional photo upload)
Photo upload = differentiator vs. any competitor
›
Step 3 of 4
Select available date + time slot
Real-time availability calendar — no phone tag
›
Step 4 of 4
Contact info + confirm (auto-creates portal account)
Investment: portal account created = Hook Model investment phase
›
Success
Confirmation + SMS/email + portal link
Variable reward: "Your tech will review your photos and be ready for your arrival"
Flow 02 — Estimate Request
Persona: Archetype 01 · Goal: Get a quote to compare against dealer estimate · Behavioral trigger: Loss Aversion (don't overpay the dealer)
Trigger
Has dealer estimate in hand — wants comparison
Internal trigger: frustration + anxiety (Eyal)
›
CTA Seen
"Get a Free Estimate — Compare vs. Your Dealer Quote"
Loss aversion + reciprocity: free value first (Cialdini)
›
Form
3 fields: Vehicle info + Issue + Optional photo of dealer estimate
Krug's 3rd Law: Remove friction — 3 fields max
›
Response
Email/SMS estimate within 2 hours (during business hours)
Service promise — builds trust before first visit
›
Outcome
Customer books appointment after seeing savings comparison
Conversion: estimate → booking is the primary revenue funnel
Flow 03 — Service Portal (Returning Customer)
Persona: Archetype 02 · Goal: Check vehicle history + book next service · Behavioral: Hook Model Investment phase — switching cost creation
Internal Trigger
Maintenance reminder email or "service due" alert
Hook cycle re-entry: owned trigger (email) → internal (habit)
›
Portal Login
Magic link email — no password friction
Ability barrier removed: one-click access (Fogg Simplicity Factor: Effort)
›
Dashboard
Vehicle health summary · Last service · Next recommended · Loyalty points
Variable reward: new points balance, personalized recommendations
›
History
Full service log with photos + invoices — all vehicles
Investment: their data is here — leaving means losing this history
›
Success
Books next service in 2 clicks from dashboard
Friction = nearly zero for returning users — habit formed
Behavioral Design Layer (Fogg B=MAP + Eyal Hook): All three flows are engineered around the same behavioral diagnosis: motivation is HIGH (user has a real vehicle problem + dealer sticker shock), ability barrier is "Non-Routine" (never used an independent LR specialist), and prompt strategy is Facilitator (simplify the path, reduce decision friction). The portal creates Eyal's Investment phase — service history, vehicle data, loyalty points — that makes leaving RoverDoc feel like a downgrade.