Toyota.com Redesign
[PROJECT]
Toyota had accumulated findings from consumer insights and third-party evaluations regarding low user satisfaction with its vehicle shopping website, Toyota.com.
The challenge was to validate or invalidate hypotheses with user research and to redesign Toyota.com to address user pain points.
[OBJECTIVES]
To create a foundation for a successful site redesign, Toyota needed to understand how to improve site usability and KPIs using both third-party and first-party research. I partnered with the product design team through this multi-phased project and was responsible for the following research objectives:
Distill insights from competitive usability evaluation
Analyze site analytics for features with high engagement that contribute to KPIs, or low engagement that don't
Conduct user testing to validate adoption of refreshed design features
Measure impact of redesign with benchmark studies
[WORK]
Mixed Methods Mapping
I partnered with the research team that lead the competitive usability study to ensure understanding of the methodology, and designed and executed complementary quantitative analysis to validate findings or point to further testing needed.
Clickstream Analysis
I designed quantitative analysis that would support understanding of the qualitative findings, demonstrating the sizing of issues and mechanisms of user engagement that powered site KPIs.
Usability Testing
I partnered with a UX designer to design and execute usability testing that would evaluate that new design solutions were adopted by users.
Comprehensive Benchmark Analysis
I designed a benchmark study that demonstrated the impact of the redesigned site, showing both the macro impact on site performance and specific impact of changes to the home page, product pages, global navigation, and more.
[IMPACT]
Design Partnership
Design and user research teams established a winning partnership that drove business impact and established research as an invaluable part of the project lifecycle moving forward.
Performance Evolution
Toyota's position in JD Power website usability evaluation jumped from #33 to #13 -- from dead last to the top third of all manufacturer sites.