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.
My Role
UX Lead. Worked closely with research and analytics teams on past experiences and discovered 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.
Skills
Sketch. Keynote. Photoshop. Axure.
KPIs
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.
Home
MLP
Build & Price
Local Special
Search Inventory
Home Page – 2M (monthly visits)
MLP – 3.8M (monthly visits)
Build & Price – 1.5M (monthly visits)
Local Specials – 1.4M (monthly visits)
Search Inventory – 0.26M (monthly visits)
Strategy
Conduct an evaluation of the usability of the new and legacy configurator on Toyota.com for desktop and mobile.
Optimize Details, Packages and accessories modals to bring more information about each models details.
Increase the amount of Information Content to make the tool more visually appealing.
Analytics
The analytics for Toyota.com are always-on site, capturing over 9 millions visits per month. We were able to pull the data 6 months before the build and 6 months after giving our team great insight into were the users were going and what aligned with our user testing.
User Testing & Research
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.
Insight
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.
Wireframes
My wireframes were crafted after all the analytics and user research was digested. My main goal was to get the users through to the purchase funnel as quick as possible.
Visual Design
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. Then we compiled a list of questions for user testing to inform decisions for a few quick iterations. I would also consult and advise in client meetings as well as internal team meetings.
Prototype
The prototype was built by my Sr. Art Director. At this point in the project I consulted with creative teams as well as research and stragety on how to write the script for the user testing.
