A decision tool
Rethinking the Toyota Argentina web experience
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It all started with the need to rethink a website, which took us through a path of research and design with more than 50 interviews and hundreds of surveys in an evolutionary and creative dynamic, tailored to the needs and expectations of Toyota, its teams and its culture. Behind every "we need a new website" there is always a story to tell
The challenge
Build a new website as a user-centric business platform
What we did
- Dive into a discovery process to find the insights that will support the design decisions.
- Build a multidimensional journey.
- Define the added value of the website.
- Design and develope the entire product.
1. Dive into a discovery
Unveiling the users
The final user is usually not so easy to define, that’s why we’ve implemented an extensive research process to reach all the digital experience touchpoints.
57
interviews
129
surveys
People
A
Toyota clients
B
People who recently bought a car
C
People who are looking to buy a car
toyota crew
D
Dealer sales force
E
Commercial directors
F
Marketing & Communication team
2. Build a multidimensional journey
The treasure map
We map users' emotions based on their motivations
at the time they decide to buy a car.
3. Define the added value of the website
Intuitive navigation
for better decisions
The website will be built to help users make better-informed decisions through what we call "decision components": knowing the features of a vehicle, how to compare it, the different payment methods, maintenance and after-sales support they would receive by choosing a Toyota.
Models
Users need to know not only exactly what the car can offer them, but also whether they can buy it.
Services and accesories
After-sales service and availability of spare parts are crucial for buyers.
Financing
The different payment options are one of the elements that people pay most attention to at the time of purchase.
Community
Articles, opinions and information about vehicles in media outside Toyota
2 / Design the clients digital platforms.
Crafting the experience
Toyota Safety Sense is an active safety system that incorporates a millimeter-wave radar that combined with a monocular camera can detect a variety of hazards and alert the driver to prevent or mitigate accidents.
The entire experience was designed for all devices. It is not about priviliegiarizing one device over another, but about offering the best experience in each of them.
Impact of this redesign
+
1200
%
convertions
+
48
%
time spent in the site
-
89
%
rebound
The challenge was to find precisely the users for whom we were going to design and thus discover that the entire company was waiting for this redesign.
Julio Spinetto
Design Director at EGO
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