Toyota
Vehicle management & service booking app
Project
MyToyota: Vehicle management & service booking app
Client
Role
Senior user experience designer
Activities
- Work-flows creation
- User testing
- Sketching and ideation workshops
- Prototyping and documentation.
- Weekly presentation to stakeholders.
Design process
Lean process on Agile environment.
Project description
MyToyota is a mobile application for all Toyota car owners in Australia. The main purpose of the application is the ability to book regular car services through the app, removing the need for call centres.
I was responsible to design several components and concepts for its initial phase, from onboarding process, dashboard, rewards claims, notifications and more…
The project was on a very fast paced and “Lean” as you can expect from Toyota. The design was developed, tested and deployed on a weekly basis to a selected testing group of Toyota employees. They provided constant feedback that we used for weekly improvements.
The live version was very successful. Customer uptake was high. The application also offers a complete view of the car registration details, next services details plus optional functionalities related to road trip adventures and special rewards for car owners.
Achievements
MyToyota app was made by a large multidisciplinary team with some of the most talented designers in the country. The app is been used by thousands of Toyota customers in Australia and is currently present in mobile apps markets since 2017.
Design process
A team of stakeholders, customers, developers, marketing team.
My role: Snr UX designer
5 months
Discovery
Toyota’s plan
Toyota’s goal, from the marketing point of view, was to connect with customers on an emotional level and drive desire of Toyota’s products and services.
In order to achieve this goal, Toyota proposed the creation of a versatile phone app that would give customers easy access to their vehicles, from registration details to schedule and manage official car services.
Perhaps motivated by the premise of “everyone else is doing it…”, they embarked on a mobile app with little insights that confirmed that users actually wanted an application of this kind. User research was conducted with focus on the potential features the application could provide to users. The lab experiments indicated different results the feedback we observed in the market place. Regardless, user update is high and the application has been under constant improvement since its origins in 2017.
Research activities for this phase:
- Definition of relevant metrics and meaning of success
- Customers and stakeholders interview sessions.
Marketing driven design
Unlike the User Experience process, the marketing approach is to impose or create needs over consumers. This is philosophically opposed to a process of design that begins from discovering actual user’s needs and creating a product or service that satisfy those needs.
This is the reality of many large organisations with an intricate web of stakeholders and 3rd party agencies.
The UX designer is to guide the process as closer to the users as possible. Therefore, the challenge is a constant education and moderation in a constructive way of all the initiatives that lead to design outcomes, hoping to achieve a balance between business commands and user experience success of the designed product and service.
Research
Scoping the initial idea
We created studies on
- Meta-persona creation
- Features on demand for each persona type
- Desirability and feasibility studies on 3rd party integrations
- End to end journey maps
Ideas generation
Drafting concepts
Creation process as a collective activity. This helps to create participation of stakeholders, experts in the team and relevant people across the company who are interested in being part of the solution.
Activities:
- Ideation workshops with stakeholders and users
- Weekly Consultation with developers and legal teams
- User journey flows
- Information architecture map
Testing
Feedback loop
We run a series of qualitative tests to understand how people reacted to the new designs.
Activities:
- Design test, recruitment and moderation
- Analysis and synthesis of test results
- Incorporation of feedback into the designs for further tests
Proposed solution
Digital vehicle management mobile application
The app facilitates bookings for official service and vehicle management. It also integrates options for 3rd party exclusive rewards and road trip adventures.
Latest portfolio update
Sebastian BorugesEnergy bills simplified28 June 2018 - 4:48 pmEnergy bill redesign
- Sebastian BourgesMyToyota app10 June 2017 - 8:27 pm
MyToyota app. R/GA Agency
- Sebastian BourgesOnline Life Insurance Application15 November 2016 - 9:04 pm
AIA Insurance
Sebastian Boruges
Sebastian Bourges
Sebastian Bourges
Sebastian Bourges
Sebastian Boruges