Toyota
A UK project that lead to change across Toyotas European digital estate
From a UX and creative standpoint, Toyota UK required a complete digital transformation, with photography, bespoke illustration, simple design and a benefit-led copy style. This work is now implemented across Toyota Europe, and a driving force behind a lot of online marketing decisions for Toyota globally.
The push to update the website and overall experience was delivered through research of both the Toyota business groups and their customer base.
Highlights
Adoption
The quality of the user experiences and architecture that emerged from the research and design work, were quickly praised and taken up by EU teams.
Messaging
The campaign behind the digital change had was positive and expressive. In research it landed incredibly well with users and reflected their belief in the brand.
Customer care
Journeys were built to support and help the user. Workshops and Optimal Workshop were used to resolve any friction and show clear evidence for change.
Responsive prototypes
Rapid and responsive low fidelity prototypes were created to keep each and every team involved and informed about the design approach.
On site
The ability to visit and watch interactions at any Toyota dealer gave us access to every level of the customer base and sales and support teams.
Learn from the past
Testing and analysis on the original site showed serious shortfalls. It also gave the impetus to the business to make big changes and make the right decisions.