Toyota Philippines
Project Overview
UX Campaign Proposal
My Contributions
Toyota PH gave out 5 different briefs at the same time for different projects.
The team then created an integrated User Experience Centric campaign, which was then communicated to the 5 separate business units of Toyota to make it one seamless experience.
My main tasks for the projected ranged from creating user personas to the microcopy found on the website and app.
Based on the interviews with a range of car owners, I crafted 3 user personas and briefly mapped out their car-knowledge and experiences, then connected the different experiences to lead the users to the Toyota website.
I created the main copy for the website redesign, which focused on making it an interactive brochure with a similar experience to the actual stores.
Based from the interviews, the revised header became more focused on the priorities of different car owners, which were to find and compare vehicles, services they may need, promos and FAQS. All across the website, I recommended having a “Book an Appointment” button for easier
Additionally, I renamed “Contact Us” to “Find a Dealer,” as a push to the nearest Toyota store to them. This allowed customers who see their preferred car choice and easily find a store to test drive it.
For retention and post-sales, my partner and I proposed to redevelop the MyToyota app as a helpful reminder for car care, especially helpful for first time car owners. This app would include emergency numbers, the service history of the vehicle alongside a notification for the next service date.
Additionally, since in the Philippines cars still come with a physical car manual, I proposed that the app included easy-to-digest information for the car owner.