My Toyota
Defining the global mobile vision for the Future of Toyota
Overview
As a UX designer, I spearheaded the UX design process for Toyota’s mobile app development project.
My responsibilities included creating user personas, journey maps, and user narratives to communicate design concepts that align with the four pillars of the car ownership life cycle. I designed wireframes, information architecture, prototypes, and user flows. I designed user interfaces and interactions for the mobile app and car dashboards/infotainment screens.
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The project aimed to design and develop a Total Customer Experience vision for Toyota car users. We identified and designed the app around the four pillars of the car ownership life cycle: before buying, just bought, owning and operating, and end of the ownership cycle.
Role
UX designer
Industry
Automotive
Product
Mobile app designed for Toyota car users.
Major skills demonstrated
User personas, journey maps, user-narratives, wireframes, information architecture, prototypes, and user flows.
Brief
We designed a mobile app prototype that adhered to Toyota's brand pillars of innovation, excitement, and inspiration, focusing on electric vehicles. The app provided a seamless experience for users that allowed them to understand more about the car, visualize features before buying, onboard new owners, offer a simple and helpful owner's manual experience, explore the owner's level of responsibility in autonomous driving, and provide day-to-day operation of the car. The app also allowed for the end of the ownership cycle, including trading in for a new car and getting a new vehicle, where data privacy was treated with the utmost sensitivity.
We developed a best-in-class mobile experience covering these four pillars that anticipated user interactions while producing an intuitive, polished, and connected design experience. The app was a fully validated, data-driven prototype that demonstrated a future-oriented, customer-centric mobile experience that enhanced the Toyota brand and the driving experience for users.
Goals / Considerations:
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Create an intuitive, connected app that becomes the go-hub for day-to-day vehicle use
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Explore problems and areas of opportunity within the four pillars of vehicle ownership
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Demonstrate how the mobile app is improving each of these pillars
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Showcase connected software features/capabilities
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Demonstrate the interaction experience between the mobile device and the car.
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Include research findings in the narrative
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Explore how the guiding principles translate to design/UX.
Reflection
In conclusion, the project aimed to design and develop a Total Customer Experience vision for Toyota car users by creating a best-in-class mobile experience covering the four pillars of the car ownership life cycle. The team successfully created a fully validated, data-driven prototype that demonstrated a future-oriented, customer-centric mobile experience that enhances the Toyota brand and the driving experience for users.
Throughout the project, the team utilized their skills in UX design, research, strategy, and prototyping to deliver a high-quality product that met the needs of Toyota customers. The project was a challenging but rewarding experience that required collaboration, communication, and creativity.
The team learned valuable lessons throughout the project, including understanding customer needs, staying up to date with industry trends, and incorporating data-driven insights into the design process.
