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Toyota Trucks Configurator
Experience Design Director
Toyota 2019 trucks launch features 4 vehicles with a guided configurator that begins with email and/or direct mail, then extends into customized digital web experience.
Experience Objective - Create contextual interactive experiences for Tundra, Tacoma, 4Runner, and Sequoia trims that will bring vehicle features and lifestyle elements to life based on how users plan on using the vehicles.
Challenge - Create an evergreen web page that is customizable based on region, season, vehicle, and driver lifestyle preferences. The web, email, and direct mail campaign must embody the individual essence of each truck trim (up to 23 trims) and allow users to interact with each trim to learn about core features and benefits.
My Deliverables
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User research
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Campaign Concepts
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Web - email - direct mail user flowPrototype mobile app concept
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Responsive website wireframes
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Usability test plan and analysis
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UX Map
Process
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Conduct qualitative research on what motivates and resonates with truck/SUV owners
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Assist strategy with competitive research and potential buyer insights
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Collaborate with analytic team to identify user profiles and behavioral patterns
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Design experience architecture across all channels
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Present experience flow and wireframes to Toyota marketing and vehicle lead stakeholders
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Oversee design process to ensure end experience meets user needs and Toyota business goals
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Deploy usability test in person and remotely via Userzoom
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