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Toyota Owners

Simplify, Optimize, Redesign.

I performed a comprehensive visual overhaul of Toyota's online customer retention platform modernizing a set of tools that are key to the success of Toyota's year-over-year revenue and business goals.

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The Toyota Owners website provides customers with resources to help support them with helpful information about their vehicle after they drive off the lot in addition to keeping them within reach of the purchasing funnel no matter where they are in the ownership lifecycle.

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Objective:

To find out if valuing user needs has advantages.

(I already knew the answer to that. Let's see what else can be learned.)

Problems

  • A visual design site audit revealed inconsistencies in grid patterns, element designs, and iconography.
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  • The lack of a centralized style sheet and asset management system created cascading redundancies and incorrect design styles.
     

  • The site was not fully responsive.

Solutions

  • Design a modular page system that elevates high-value interactions to the top of the page and provide flexibility for future updates.
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  • Implement a comprehensive ADA-compliant visual design component system.​
     

  • Prioritize a responsive mobile-first design strategy.

Results

  • The system increased new user registration rates, increased site-wide engagements & CTRs while allowing for agile design customization and flexibility.
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  • Applying the visual identity system standardized a cohesive pattern allowing the site to feel like a singular product rather than a variety of disconnected sections.
     

  • ​Toyota Owners became fully responsive across multiple breakpoints for greater accessibility.

The Idea

Style Guides

A comprehensive visual identity system helped unify the brand look and feel across all digital platforms. In conjunction with the implementation of workflow standards, we could ensure builds and updates would keep their fidelity and remain consistent.

Shifting Design Perspectives

I viewed the Toyota Owners site as a post-marketing CRM utility. If the customer is here, they've already purchased the vehicle. No more sales pitches – Let's get straight to business by building a free tool that provides quick & easy access to the information they're looking for.

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A huge rise in engagements across the entire platform occurred. The increase of CTRs on just this one section was phenomenal. Dealership service center engagement also increased, which is key to Toyota's year-to-year revenue success.

TO FAD Legacy

Legacy

  • The header space lacked informational and interactive value.
     

  • Primary functionality was further down the page with a disconnected call to action.
     

  • While registered and non-registered users could benefit from the site, the option for organic visitors to register was not available. Registered users could track vehicle maintenance for no additional cost.
     

  • Yielded 22% CTR.

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Redesign

  • Primary action moved up to the top of the page for visibility, especially on smaller breakpoints.
     

  • A cleaner design with no distractions and easier to read.
     

  • ​Registration options module added.
     

  • Yielded 71% CTR.

Outcome:

I credit the success of this project to the open collaboration between our client, agency teams, and the UX approach using data to guide our process and designs. Together, we increased engagement on every page of the Toyota Owners' site.

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With an initial goal of increasing user registration by 20%, the resulting information was extremely welcome. ​

Increase in user registration

Adobe Analytics/Mindtree Analytics

Automatic Registration

Occurs when a customer purchases a vehicle and is registered by the dealership

Organic Registration

Occurs when a user creates an account on the Toyota Owners website.

What I find very interesting is that while the automatic registration rates trended downward, organic registrations dramatically increased. That tells me customers were actively searching for information and found value in creating a free account.

jaredhamaguchi.com. 

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