Build & Price is one of the largest KPI’s on the entire Toyota Website. The goal on this project was to optimize key components of the tool, by addressing major usability and logic concerns, to ultimately streamline and improve the user experience and facilitate users down the purchase funnel.
UX Lead. Worked closely with research and analytics teams to discover pain points for our users. Also worked hand in hand with the scrum master, producers and multiple 3rd party vendors that provide data feeds to the B&P tool.
Sketch. Keynote. Photoshop. Axure. Principle.
Based on an online-to-offline study, we’re able to tie specific actions on TCOM to offline sales.
This helps us understand key actions across different parts of the purchasing funnel
and guides the key KPIs leveraged across projects.
The analytics divulged many patterns that our users create. One telling insight for me was that under 10% of the users navigated thru the tool using its main navigation. Users were much more likely to use the next CTA at the bottom of the page.
Understanding how users engage with this tool was crucial to me. I was able to use these heatmaps to see what the users where focused on the most. he biggest takeaway: They are not scrolling down the page to get to the “next” CTA. This was one of the biggest reasons for my shift to a vertical scroll.
I chose to make a mindmap on this project to understand how many touchpoints there are in getting our customers through the lower purchase funnel and to the ‘Request A Quote’ form. (Top KPI) This map is useful to me so I can visualize opportunities to the customer to their desired location as quickly as possible.
The team at Saatchi worked with research firm Sachs Insights, to conduct user testing over the course of a week. We gained all sorts of insight from users that helped with some simple quick wins as well as long term updates that will increase value to our product.
A configurator tool provides value at various stages of the users vehicle buying process. We see that our customers are using different devices at certain parts of their purchase journey. Initial research may start at home on a desktop and end at the dealership on their mobile device. This key insight helped me understand the importance of having cross platform consistency.
My wireframes were crafted after all the analytics and user research was digested. My main goal was to allow the users to build their dream car and have fun doing it.
The visual design was a combination of the Tcom style guide and the new modular library I helped build. During this phase I would design and consult in the collaboration of the visual and animated solutions for the entire Build & Price tool.
