Myself and another Experience Designer were tasked to uplift the existing 'Owners' page for Toyota's dotcom experience.
The Owners page went through 'Discovery' and 'Define & Design' phases with Experience Design, SEO, Marketing Science, Visual Design and Copywriting teams.
UX activities
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User interviews
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Card sorting
-
Usability testing
-
Wireframes
-
Discovery & Define presentation
Considerations
-
Include existing video assets
-
Incorporate Toyota's entire value chain
Myself and another Experience Designer were tasked to uplift the existing 'Owners' page for Toyota's dotcom experience.
The Owners page went through 'Discovery' and 'Define & Design' phases with Experience Design, SEO, Marketing Science, Visual Design and Copywriting teams.
The opportunity
Become a personalised and trusted educational guide that helps guests discover content, products and services suitable to their unique journey: lifestyle, lifestage and ownership stage
UX activities
-
User interviews
-
Card sorting
-
Usability testing
-
Wireframes
-
Discovery & Define presentation
Considerations
-
Include existing video assets
-
Incorporate Toyota's entire value chain
The opportunity
Become a personalised and trusted educational guide that helps guests discover content, products and services suitable to their unique journey: lifestyle, lifestage and ownership stage
My work
Next project
Optimising the Lens onboarding
UX activities
-
User interviews
-
Card sorting
-
Usability testing
-
Wireframes
-
Discovery & Define presentation
Background
I was tasked to uplift the existing 'Owners' page for Toyota's dotcom experience.
The Owners page went through 'Discovery' and 'Define & Design' phases with Experience Design, SEO, Marketing Science, Visual Design and Copywriting teams.
Problem
The current Toyota new owner's page was outdated, difficult to find, and lacking key information, leading to poor perception and engagement of owner benefits, inclusions and options.
User research
To understand the needs and pain points of new Toyota owners, I and another Experience Designer conducted in-depth interviews with a diverse group of individuals who had recently purchased a Toyota vehicle. We also analysed usage data and customer support requests related to the current new owner's page. We also conducted competitor analysis and synthesised findings from data teams.
Wireframing
Based on our research findings, I created wireframes that incorporated the desired features and addressed the pain points identified in the research. The new Owner's page was designed with a focus on easy navigation and intuitive information architecture. We also incorporated videos to enhance content digestion and accessibility.
Key feature
We featured and promoted Toyota's apps to steer guests to a more personalised ownership experience
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Round 1 wireframe
Live page
Key feature
'Use case' Anchor Links were implemented to direct and provide more context for the page.
Round 1 wireframe
Live page
Result
A dedicated Owners hub to help current owners learn about Toyota's value chain products, and access information and valuable tools to help them manage their vehicle.